Personalisation to drive BlueCare's user engagement and leads

In this project we introduced a new strategic approach. A pivotal part of the personalisation transformation was transitioning their website from merely providing static content to offering a customer tailored and journey-driven experience during the customer acquisition and onboarding journeys.

Objectives

The transformation project had two primary objectives:

Transform BlueCare's customer acquisition and conversion process to increase marketing scale and effectiveness.
Support customers in obtaining the right care and navigating the funding process through the development of robust digital capabilities.

At the heart of this project was the optimisation of customer acquisition & conversion journeys and new retention capabilities, leveraging the existing Sitecore platform by:

Creating meaningful personalisation in the acquisition funnel driven by first party data
Changing the ‘one size fits all’ funnel to individual lead generation funnels
Removing complexity, increasing simplicity and adding value by collecting data points for situational content.

The Stack

Sitecore SXA
Sitecore xDB
Sitecore Personalisation
Sitecore Engagement Value Score
Email Automation
Twilio SMS Authentication
Cookie-less First-Party Data
Salesforce Form Integration

Market challenges

Over the past few years, the healthcare market has become significantly more open, leading to increased competition.

BlueCare demonstrated resilience and a forward-thinking approach by analysing industry shifts and identifying opportunities for growth. This commitment to innovation and excellence has reinforced their position as a key provider of government-funded care.

BueCare faced a typical sales cycle of over 12 months with complex user journeys, where potential customers might not return to the website for months at a time while researching and considering their options. This sporadic engagement made it difficult to maintain continuous, personalised interactions with prospective customers, leading to potential loss of interest and a lower conversion rate.

The Solution

We tackled the challenge of transforming BlueCare’s Home Care user journeys, focusing on a seamless and personalised content experience, simplified onboarding process keeping potential customers engaged and reducing lead generation cycles.

User Preference Centre

Preference module to capture current personal situation (intent) for each visitor.

Personalised Content Streams

The soft login SMS authentication allowed customers to effortlessly return and continue their journey, simplifying the content offering via ‘piecemeal delivery’.

Identification and Email Automation

User specific email automations supported the onboarding process to attract new Home Care customers more effectively.

Strategic Integration of Systems

Vertical integration of systems for a seamless end-to-end experience between acquisition, lead generation lead conversation and retention.

Setting a new benchmark for home care digital engagement

The transformation project did more than solve BlueCare's initial challenges; it set a new standard for digital engagement in the aged care industry.

By implementing a user-friendly interface and personalised content through the Sitecore platform, Triggerfish improved both customer experience and operational efficiency. This project has established a best practice for future initiatives, showcasing the potential for seamless, personalised interactions and strategic alignment with government Home Care programs. The success of this initiative positions BlueCare as a leader in innovative and effective digital solutions for Home Care services.

                  "Rebranding a legacy-rich brand like BlueCare is challenging, but aligning with their future vision made it a rewarding endeavour. We revitalised their DXP, enhancing user engagement while staying true to the brand's core values."
                

Ollie Brown

Triggerfish - Head of UI