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Renowned for their innovative ways of making better healthcare accessible through technology, Magellan Healthcare realized that the right way to connect with customers not only involves effective engineering from a mobile application point of view but also the right customer experience strategy around which the functionalities are engineered.

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    Renowned for their innovative ways of making better healthcare accessible through technology, Magellan Healthcare realized that the right way to connect with customers not only involves effective engineering from a mobile application point of view but also the right customer experience strategy around which the functionalities are engineered.

    CONTEXT

    Magellan Health, Inc., a Fortune 500 company, is a leader in managing the fastest growing, most complex areas of health, including special population, complete pharmacy benefits and other specialty areas of healthcare. They are known for supporting innovative ways of accessing better health through technology while remaining focused on the critical personal relationships that are necessary to achieve a healthy, vibrant life.

    Magellan primarily operated in a B2B market space. Their customers include managed care organizations, employers, various military and governmental agencies and third-party administrators. They now wanted to mark their presence in the B2C market by providing a solution that empowers individuals to play a proactive role in managing their health. They came up with a web application, Magellan Restore, to help insomnia patients get a sound sleep with the help of tutorials. However, they felt that something was missing in terms of establishing a connection with their customers.

    With our expertise in mobile development and customer experience strategy, we knew what was missing and were sure that we could help them see through their vision of helping their customers achieve a healthier life. We created a D2C digital solution in the form of multiple mobile apps that empowered individuals to follow a relevant clinical journey and accelerate their time to full recovery and wellness.

    THE PROBLEM

    The existing web application was out-dated and non-appealing to the customers. Even though it served the purpose, the fact that it was not very customer-centric reduced the customer experience and very few customers engaged with it. The earlier idea of one solution serves all had to be shunned and the application needed to be tailored based on the specific needs of diverse customers.


    CHALLENGES

     

    The existing application didn’t appeal to any customer segment. There was a need to develop separate mobile applications that are each designed for specific ailments of different customers so that they feel relevant and engaged while using them. Our team understood the importance of attention to detail that is required in developing these applications and started the task with an in-depth study of various ailments, the cognitive theories behind them, understanding the therapies in each case and then translating them into an application. Even though the task appeared daunting, our undeterred team delivered the therapies in the form of mobile applications and redefined user experience completely.


     

    SOLUTION

    We understood that the main goal was customer satisfaction, therefore, we didn’t limit our focus to a web redesign project but recommended creating separate mobile apps for each ailment that Magellan treats through their existing web application. We convinced the client about the advantages of having mobile application over web application and how it would eliminate friction points for their customers where they are expected to stay on a local machine to take up tutorials. We developed separate mobile applications for each of the ailments that Magellan treats. We started with Restore App for treating insomnia, followed by Fearfighter app for anxiety, Mood Calmer app for depression, Pain app for body pain and OCFighter app for obsessive-compulsive disorder. They provided instant access to daily sleep diary, weekly CBT modules, and other interactive resources.

    How we leveraged our product engineering capabilities to build key features

    • We used an existing backend codebase to build a middleware that powers the suite of mobile apps developed.
    • Apps were Integrated with Apple’s Healthkit to import the sleep data that could be used to provide personalized content.
    • The solution was gamified for better engagement by implementing a lock/unlock feature for various modules.
    • Enabled offline capabilities where program modules could be completed offline and then synced with the server whenever connected to the network.
    • Monetized the application with the implementation of In-App purchases.

    Technology used: iOS, Android

    Other than technical aspects of the project, we focused extensively on the design of applications to ensure a friendly UI, modified the vocabulary and rephrased questionnaires for easy understanding of the customer, and worked on optimizing the sync process to make sure the data syncs appropriately between mobile & web application.


    THE RESULT

    The mobile app is based on a cognitive-behavioral therapy (CBT) program and has been clinically proven to improve the sleep of more than 80% of participants by leading researchers. A blend of healthcare and technology at its finest!

     



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