Primary Care by Oscar
Boosting adoption and retention for Oscar’s new primary care offering
Senior Product Designer · Oscar Health
Our newly-launched primary care practice needed help finding and retaining patients.
After successfully launching Oscar’s first in-house primary care offering, my team set out to tackle a new challenge: helping the practice grow.
Goal No. 1
Increase adoption
As measured by new patient booking rates
Goal No. 2
Increase retention
As measured by returning patient booking rates
User research helped us better understand why some prospective patients weren’t choosing us.
Jenn Baranoff, my UX research partner, led a series of interviews to help our team better understand why patients were choosing to get care elsewhere, or in some cases, not at all.
A high-level review of our patient journey helped us decide where we could have the most impact.
We determined that the practice landing page was the best place to start. It was high enough in the funnel to be visible to most prospective patients, but unlike the homepage, it would give us adequate space to explain the offering’s value.
I used low-fidelity outlines to lead content development for the new landing page.
There were lots of things we wanted to communicate, but they couldn’t all be “first.” Low-fidelity outlines, combined with our research findings, helped us determine the best way to order and structure the landing page content.
A/B Test Results
Our redesign significantly improved both adoption and retention.
9.5%
Increase in adoption
As measured by new patient bookings
12%
Increase in retention
As measured by returning patient bookings
Solution
The new landing page immediately answers: “what is this?”
“Could this help me?”
“Are these doctors good?”
“Why is this better than other doctors/clinics?”
“Ok, but how does it work?”
“What if I need in-person care?”
End-to-end mobile booking flow
By rooting our solution in research, we were able to directly address the things that mattered most to prospective patients.
The new landing page helps patients truly understand what Oscar Primary Care is and how it can help them. It allows us to care for more patients and improve the rate at which folks return to us over time. As we continue to grow, it sets the stage for a strong, long-term relationship with our patients.
Team
Sarah Mitrano
Senior Product Designer
Jason Li
Product Manager
Jennifer Baranoff
Senior Design Researcher
Enrique Espaillat
Engineering Lead
Sujan Patel
Engineer
Nick Trentacoste
Engineer
Tess Havas
Illustrator