Phreesia
The leading patient intake, payment, and scheduling platform in the nation. Phreesia facilitates more than 150 million medical visits annually.
As Phreesia's Creative Director, I was the final arbiter of brand voice, visual strategy, and creative direction. The brand was built to engage a specific B2B audience, marketing to hospitals, health systems, clinicians, payers, pharmaceutical companies, and advertising agencies.
During my over three years as Creative Director at Phreesia, my primary focus was on revenue growth and customer conversion. The Phreesia brand was specifically designed with these goals in mind. The bokeh motif visually represents our 150 million-plus patient interactions each year.
A key component of the brand's success was the rapidly scalable design system we implemented. This system enabled any of the ten designers on my team to quickly generate on-brand content. It streamlined the approval process, allowing us to get content in front of prospects more efficiently. This ultimately drove faster conversion and supported our rapid growth without sacrificing quality or aesthetics.
Faced with the difficulty of finding genuine images on stock websites that accurately represented Phreesia's complete customer journey, we decided to conduct an on-location video and photoshoot. Over the course of one weekend, we successfully captured a diverse library of content that we could repurpose across all our marketing channels. This level of customization provided us with a competitive advantage over others who still relied on outdated stock imagery.
Customer testimonials were a central component of our marketing strategy. Campaigns that featured these testimonials and other forms of evidence generated more leads and resulted in higher engagement on social media. My video team conducted several on-location shoots to showcase Phreesia's impact in the field. For example, the HealthLinc testimonial produced content that could be repurposed across various channels, effectively engaging prospects throughout their journey and providing the sales team with a valuable tool to help close deals.
With our refreshed brand, we reimagined the website to incorporate the new voice and messaging, creating a user experience that is both approachable and accessible. We adopted a lighter and more colorful aesthetic, utilizing photography and animation to keep frequently updated content engaging and to highlight information at the most relevant times. The site redesign, tailored specifically for our B2B customers, was a resounding success, resulting in a 30% increase in MQLs year-over-year and ranking first among all marketing channels for leads.
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