Vita Plenus

HEALTHCARE WITH A HOLISTIC AND PERSONALIZED APPROACH

Vita Plenus, the leading Functional Medicine Clinic in Mexico City, was seeking brand growth and awareness for this kind of medicine new to the country.

Made in collaboration with David Azar while Co-Founders at our digital design and development studio Estudio Simetria, my job for this project was to analyze their then efforts for brand expansion, and with minimum and limited resources, refresh their look and feel. Renewing the website has led to more brand awareness, prospect conversion, and incited curiosity in the subject; reaching public education.

ROLE
UI/UX / Research / Strategy / Web Design

COLLABORATORS
David Azar

PROJECT TIME
4 Weeks

Due to the lack of information this previous website had, the clinic got saturated with calls from clients asking basic questions, thus resulting in personnel wasting a great amount of time.

This new version is user-friendly, detailed, and answers all the questions the previous version didn't. This led to a decrease in the number of calls the clinic received, and so, the personnel could now focus on other important tasks.

"A good doctor is not necessarily the one who knows the most (although of course, that helps), but the one who genuinely cares about people, respects them, questions themselves, and is orderly and systematic in their actions."

Dr. Alexander O. Krouham - Founder and CEO of Vita Plenus®
Author of “Functional Medicine: The revolution in medical treatment”

CONTEXT

Functional Medicine has existed for thousands of years, but not under this specific name, we all might as well recognize it as Chinese medicine or Eastern medicine. In 1971, while visiting China with President Nixon as part of the advance team, New York Times columnist James B. Reston suffered an acute attack of appendicitis and was hospitalized. To his and everybody else’s surprise, his post-surgical pain was treated solely with acupuncture. “Mr. Reston's reports of his experiences with Chinese medicine, and the reports he sent along with his observations of the effectiveness of acupuncture, helped open the doors in this country [United States] to an exploration of alternative medicine, a trend that has matured.”

Years later when Functional Medicine is institutionalized in the U.S by the Institute for Functional Medicine, Vita Plenus is born as a Concierge Functional Medicine Clinic in Mexico and the only one to have ISO:9001 recognition for its quality standards.

LACK OF CLARITY

In working towards becoming the leading Functional Medicine clinic in Mexico, Vita Plenus’ patients (who they call allies), were not truly understanding what Functional Medicine was about, why their appointments were different, longer, and more personal. They wanted to convey as much information as possible and their then website was not doing the job so they approached Estudio Simetría with the goal of being able to redirect people to it and avoid countless hours of their assistants explaining what they do over the phone.

GET HELP FROM USERS - 20 INTERVIEWS

The only way we could really understand users’ frustrations was through primary research, specifically in-person interviews and phone calls. I asked for a list of twenty allies of various ages to interview: ten women and men who have been allies for more than two years, and ten women and men who scheduled their first visit within those few days. These interviews (fourteen face-to-face and six phonecalls) were programmed to last no more than twelve minutes with the goal of recognizing stress points by inviting them to test the website without our participation.

TRANSFORMING FINDINGS INTO FEATURES

Following our twenty interviews, we studied our findings to select the most important features to build the website around:

About Functional Medicine.

Users want to understand what Functional Medicine is and how it can help them overcome their illness.

Meet the Team.

More details on the team members’ backgrounds and highlight their specialties.

Treated Conditions.

Glossary of conditions the can be treated through Functional Medicine.

Schedule Appointment.

Be able to schedule an appointment from any page on the website.

Consultation Process.

Provide allies with a transparent consultation process from A to Z.

Chat.

Direct and convenient real-time communication channel with the staff.

OUTCOMES

This strategy and implementation helped Vita Plenus modernize and strengthen its online presence for them to continue with its vision of becoming the leading Functional Medicine clinic in the country. These efforts positively impacted in such ways that the company became a top of mind brand, they expanded their audience to tackle a much younger age group, had a higher rate of client conversion, and finally, opened a lot of doors for the media world by becoming sponsors at various health events and by having their CEO become the spokesman for this type of medicine.