Center for Vein Restoration // CASE STUDY
Center for Vein Restoration is the leader in clinical vein restoration work. They’re the largest physician-led and most positively rated practice in the industry, offering customized treatment options for personalized results. Despite many consumers believing it to be a purely cosmetic procedure, venous insufficiency can, in fact, be a chronic disease with serious repercussions if left unchecked. As patients sought to navigate the journey of self-diagnosis, education, and the path to getting treatment, Center for Vein Restoration saw an opportunity to transform their existing digital experience into a fully-connected resource that could better enable patients to find the care they were looking for.
Over the last few decades, venous disorders and their accompanying treatments have gotten a bad reputation from a myriad of outdated practices, perceptions, and horrifying patient anecdotes. When done right from specialists like CVR, treatment is actually painless, with most patients walking out of the clinic on their own in a matter of minutes. Making matters worse, most prospective patients are more likely to seek consultation and treatment from their immediate physicians instead of seeking the right provider. Not only did we have to create a high-value experience that could lower the fear factor for these potential patients throughout their journey, we also had to quickly establish the right level of awareness and trust to convince them to engage CVR in the first place.
Coming together with the extended team at Center for Vein Restoration, we were able to fully realize the patient-first digital brand experience the business needed to effectively position CVR as the leading authority they were—both to patients and physicians. Ultimately delivered in the form of a highly performant component-driven solution with a flexible CMS, we were able to enable CVR to quickly connect with patients directly with the right local treatment options and drive a higher volume of initial consultation conversions as they continue to expand their physical footprint of 80+ physical locations around the country.
If we’re being honest, no one knows their own business better than our clients. We facilitated a two-day discovery workshop to learn everything about the business of vein restoration that we could. It’s not every day you’re in a room bouncing ideas off of a team of doctors, marketing directors, and in-house designers. Together we built an understanding of various user journeys, defined current friction points, and ideated around ways to expedite the path to requesting a consultation. Concluding our workshop, it was clear who our personas were and what exactly they needed, with a host of innovative ideas and solutions for how we might further grow the CVR business in the process.
We had 4 distinctly different personas for the digital experience. All of which were coming to the site for an entirely different purpose. We had new patients, existing patients, referring physicians, and CVR physicians. But it turns out that through stakeholder interviews and upfront research, only 2 of the 4 personas were likely to even use the site. When we dug deeper we learned that referring physicians aren’t using the site much either and the only thing that is top of mind for them was the care and well-being of their patients. Fair. So, it was in that research that we narrowed down our focus to simply the patients themselves. Take care of the patients, make them feel comfortable, and instill trust…we win across the board.
We narrowed our focus to a single persona. Discovering that over half of the users coming to the site are over the age of 45 and predominantly female, we knew we had to simplify the experience. “Karen”, our made up middle-aged female needed to land on a site that had larger than normal font sizes, large buttons, and clear calls-to-action. We needed to avoid small intricate UI elements, complicated interactions, and excessive use of animation. This wasn’t the audience for that. We needed to design something that was going to get “Karen” to where she needed to go, fast. Delivering a site that was accessible to all, with ADA compliance being a must, along with an easy-to-navigate user experience.
Center for Vein outgrew their previous core brand look and feel. Not only did they grow out of it, but it needed a refresh—it needed to be extended, it needed to be scalable, and most importantly, it needed to be highly approachable. CVR as a brand couldn’t go where they wanted to go while being the brand they once were.
Of course, they had some core elements that had to stay like the logo along with the blue and the green colors, however that didn’t mean we couldn’t give the brand a fresh appearance. Besides, we had to. We had to build out an entire UI kit to accommodate a large content management system that was going to take this experience to the next level.
That didn’t just mean look and feel. We also needed authentic content, unique to CVR. We needed real people. We needed to create a more welcoming perception. That meant color, that meant typography, that meant photoshoots. We needed functional art direction that was going to help knock down the barrier of fear associated with vein disease and turn CVR into a brand that is not only recognizable, but a brand that patients can trust.
If you want to connect with an audience, you have to speak their language. We had to ditch the overly clinical speak that people whose first language was English had a hard time understanding. “Karen”, our middle-aged archetype, wasn’t going to google the meaning of a bunch of overly technical terms. She was going to simply close out of the page, and continue living with her achy legs. We needed to speak in a tone that she understood, a voice she would connect with, and a language that would get her to schedule a consultation. It sounds insignificant but to someone who is in the discovery phase of their condition, it could make all the difference between us and our competitors. And speaking their language means translating the entire site in different languages as well!
With 80+ locations around the United States, CVRs network of expert care is strong. But that size can be a deterrent at the local level. In fact, that’s where some of the competitors fall short. The experience we create at the local level was an opportunity to get personal with our audience. Giving our “Karen” the ability to find her nearest location and learn a thing or two about her local office was crucial. Giving her the flexibility to learn about the doctors associated with those locations and all of their credentials helps to facilitate the trust in knowing she’s come to the right place.
Although our ultimate goal was getting our users the treatment they needed, if we had to define a single goal for the entire site experience, it would be to increase overall site conversions. If we’re converting users, we’re helping patients and bringing expert care to more people. Conversions for us were defined as new patient leads. We infused abilities to convert all throughout the site. Everything from live chat, call centers, forms, etc. All instances were organic as they connected with the user at their current point in the journey. But one key experience stood out most. It was our self-assessment tool. Users who take a self assessment are likely intimidated by what it means to get treated, and they’re looking for some peace of mind. So, we decided to flip this area into a multifunctional tool. Our newly designed self-assessment asked for all of the same types of information, but gave dynamic calls-to-action based on their selections throughout the journey. Did you indicate someone in your family had vein disease? No problem, come in for a consultation because it’s highly heredity. Stand for long periods of time? Come in anyway so we can make sure you are having proper circulation in your legs. However, we always recommended the user come in for a consultation, because odds are if they’re self-assessing themselves on our site, they should probably be getting an ultrasound just to be on the safe side.
Because we kept “Karen” top of mind throughout the life of the project, we were able to deliver an experience unlike the rest. It looked different, it sounded different, and more importantly, it connected with our audience differently. Although venous insufficiency is a chronic disease, it shouldn’t be the end of “Karen’s” peace of mind. What she lives with every day is totally treatable and manageable. Getting her through the user journey as fast as possible was always our goal since day one.