Cancer Care Navigation Landing Page for Medicare Members

Jasper Health // Senior Product Designer

 
 

Overview

Back in January, the White House officially announced that care navigation services like Jasper Health can be reimbursed by Medicare. A landing page was then developed, without any design input in hopes to generate leads and conversions to use our navigation services.

To put it simply, there were issues. Lots, and lots of issues that you can see in the image below.

  • Hero banner was fine, but due to the small text and the fact the hero banner was a video, certain scenes made it difficult to read at times.

  • The testimonials section had giant shutterstock images of people that took up nearly the entire page and very little text. Our existing testimonials throughout the site used a carousel, so this was not consistent at all.

  • How cancer navigation works: this section used image backgrounds with white text - a legibility nightmare. We also don’t use full background images on our site with text overlays.

I was asked to freshen it up

 
 
 
 
 

First Pass

Given that we are now accepting Medicare, I knew that had to be front and center, especially because one of our primary personas were older individuals 65+, and if Medicare was now reimbursable, we should make that well known.

  • Add Medicare messaging in hero as a disclaimer, as well as its own section below the hero

  • Included Jasper’s mission to give a sense of what Jasper is

  • Statistics on how Jasper has helped individuals

  • Testimonials

  • Graphic component of how navigation works

  • Kept the FAQ but styled it to our branding

  • Closing section for one more call to action push

This was a great first step, and inspired excitement throughout the product and marketing teams. So we tested and interviewed a handful of people through userinterviews.com to test our new page.

User Research Key Insights

I interviewed five people, all of whom were 65+ and located nationwide. Due to userinterview.com’s extensive demographic filtering, I tried to be as diverse as possible, choosing people from all racial, financial, and educational backgrounds.

Positives

  • All participants immediately drawn to Medicare!

  • Resources and guidance was a big draw, especially financial

  • FAQ was the most popular section as it answered a lot of questions interviewees had as we were scrolling through

  • Stats and testimonials provided confidence in Jasper

  • Transparent

  • Branding is calming and clear

  • Keywords: compassion, hopeful, resourceful

Negatives

  • HOW are care navigators going to help me in these areas and to feel less stressed?

  • It’s another thing to keep track of

  • Not enough information about Jasper as a company or service

  • What is navigation? A Navigator?

  • Overall messaging is broad

 

Post Research

I then partnered with our growth product manager to make sure these insights were heard loud and clear. I redesigned the landing page with the feedback in mind and changed several things.

  • We honed in the hero banner messaging to make sure Medicare was clearly part of the headline

  • Added a how we can help section which includes some of the resources and services our care navigators provide

  • Added in references to ACA, Cancer X, and Cancer Moonshot, which is the White house initiative


 
 

Meta Ads

Now that we got the landing page squared away, the next part was generating leads. I worked with the VP of Marketing and the growth marketing consulting to produce several meta ads that would be used on Facebook, Google, etc. We worked together to design several ads styles, with text heavy ads working better than image heavy ones (surprisingly!).

Key Metrics: When we first started back in February, we were generating 10-15 leads per week. As of May 2024, we are generating 15+ leads per day. This number might seem low, but that’s because we have only been able to target individuals with Medicare in Florida. We are slowly expanding nationwide, and to populations outside of Medicare as well. We expect this number to grow over time.

 

Email Outreach

In addition to the meta ads shown above, I worked with a project manager to design and standardize all email templates. The one shown here is the first email a member will receive when they are eligible for Jasper’s services through Medicare. It utilizes a few key on-brand components that have been implemented into Braze.

Additionally, these emails are used for member newsletters for various topics, such as: nutrition and recipeguidance, resources, new mobile app features, wellness, announcements, and more.