Welldoc activation campaign

Art Direction | Creative Direction | Design Management

A man kneeling on a dock, proposing to a young girl by a lake during sunset, with the text 'Free up your focus' and the company logo 'welldoc' in the corner.

As the Director of Brand Design at Welldoc, I led, strategized, and conceptualized the creation of an activation campaign designed to improve app user registration. The team for this project included marketing designers, copywriters, the Welldoc clinical team, and the product design team. I was the only creative director on this project. Part of the work was piloting a new and effective process for pitching creative.

Problem: Low percentage of users completing app registration.

Solution: Cross-functional improvement of registration flow and multi-channel marketing campaign.

Secondarily, this campaign needed to be successful in not only increasing user registration, but also getting buy-in from our B2B customers. Welldoc’s B2B customers would be running this campaign to drive app registrations, so part of success looked like delivering creative that would work for health plan, health system, and employer clients across the US.

Designing the process

I piloted a new process for project with my design team to ensure efficiency, given there was a tight deadline in which we had to finish the creative to line-up with a product release schedule. This was a new process designed for the Welldoc team culture as it prioritized company values of agility, efficiency, and collaboration.

Design-Sprint Steps:

  1. Define problem in brief

  2. Collect data on app store conversion, existing marketing material click-through-rates

  3. Develop creative strategy

  4. Each designer put together one moodboard

  5. Feedback session amongst designers

  6. Pitch moodboards to marketing team; marketing team chose one (major win!)

  7. Design team put together campaign guideboook based on chosen direction and revision

  8. Final pitch to marketing team

  9. Executive sign-off on creative

  10. Collaborate with product designers on implementing key visual elements into pre-registration on-boarding experience

  11. Create campaign deliverables

multi-channel Campaign creative

Collection of digital marketing materials for the Welldoc app, including mobile phone screens and promotional flyers highlighting features like health coaching, managing chronic conditions, and app benefits.

Results

  • Our B2B customers were happy with the results and moved forward with implementing this campaign. BlueCrossBlueShield of Idaho in particular was impressed with this campaign.

  • Increase in successful app registrations (data collection still ongoing)

  • Gold Winner of Titan Health Award

Designers

Lyudmil Iliev, Brooke Latour, Adam Palmer