Web and mobile versions of the Interactive Benefits Guide created by DDA boost membership in the American College of Physicians.
The American College of Physicians (ACP) is the largest medical specialty organization in the United States and has more than 132,000 members. ACP wanted to recruit new members and boost member retention, so the organization needed to offer a benefits guide to show future and current members what ACP has to offer. ACP wanted to help existing members understand the value of their membership and show future members benefits of the organization. ACP called upon Dynamic Digital Advertising (DDA) to create an online benefits tool for current and future members. Furthermore, ACP wanted to include a tactic that would improve retention rates of new members who were between ages 30 and 40. A younger demographic would benefit from a mobile version of the website, so that is what DDA was also asked to create.
DDA would create the Interactive Benefits Guide for ACP. The Interactive Benefits Guide would be focused on presentation and user-friendliness. The web version of the tool would house many features, including a multi-tabbed and easy-to-read menu system, three different spokespeople with synchronized text and images, and hyperlinks to the ACP website so users could learn more about a particular topic. The web-based tool would also feature an Add-to-my-Library tool, user controls to open of close text, and options to print pages of interest. Based on a task-oriented format, the site would cover the full spectrum of ACP’s benefits, services, and products. DDA would use its SmartSite™ technology and platform to build the Interactive Benefits Guide.
To better reach the younger demographic, DDA proposed the issue of mobile compatibility. The primary Interactive Benefits Guide would be built in Flash, and would not be compatible on the iPad®, iPhone®, and smartphones, which are devices that are frequently used by the younger targeted demographic. DDA would build a mobile-friendly version of the Interactive Benefits Guide that would be compatible on all mobile devices. Site architecture, design, touch navigation, and programming were aspects of the tool’s mobile version that presented more objectives for DDA. Based on the established plan for the primary Interactive Benefits Guide, DDA would develop a new Apple®– and mobile–friendly architecture for the mobile version of the tool. DDA’s main objective for this portion of the project would be to have the tool’s custom design coordinate with, and compliment, the primary version. Furthermore, all of the content and information would be organized into a touch format. DDA programmers would perform custom programming to make the tool functional on the iPad®, iPhone®, and smartphones. The overall objective of both versions of the Interactive Benefits Guide is to provide users with complete control over information they want to view.
ACP selected three actors from DDA’s Actors’ Network to be used as the spokespeople for the primary version of the tool. The actors were filmed individually in front of the green screen in the state-of-the-art DDA production studio. DDA embedded the videos into the modules so users would have engaging material to watch. The synchronized text and images created a comprehensive and visually-appealing experience for the user. Every benefit offered by ACP was featured on the website in an organized way, and users were able to navigate to items of particular interest. DDA programmed tracking capabilities for two distinct branding URLs so ACP would be provided with separate usage metrics on new and current members.
The mobile tool was developed using a touch navigation system. Users with a touchscreen phone had the ability to use the tool in the customary sweep style. The mobile tool menu was designed to include nine task items and an option to view a welcome video instead of being designed as a one-page menu system with synced video, text, and images. When a user selects a task, he or she is presented with a list of section modules and the option to view an overview video for that particular task. When a user selects a module, another video for that topic will be available as well as a third menu with additional content pages.
The Interactive Benefits Guide went beyond acting as a welcoming kit for new members. Future and current members now have the ability to explore benefits and resources ACP has to offer. New members can learn about why being a member of ACP is beneficial and older members can become re-engaged with the organization. Also, a user on the go now has the perfect resource for learning about the benefits of being a member of ACP. The mobile version of the Interactive Benefits Guide is easy to navigate, simple, and informative, which is perfect for a busy user who owns a smartphone or tablet. ACP’s new and existing members now have both online and mobile resources that provide information on all potential benefits presented in an organized and engaging way. The tools have exceeded expectations in driving new membership and retention.