Edgepark 2017 Content Marketing
In a newly-created role that began in 2016, I built a ground-up content marketing strategy for the Edgepark brand - something that had not previously existed in this organization. Based on primary data gathered in customer surveys, site content metrics, and on secondary demographic research, I identified the primary channels in which our users would be found, conceived the content form for each channel, plotted a media schedule, honed the messaging strategy, tone and voice that would be utilized, and achieved buy-in on the program from the Corporate marketing team and C-suite executives.
Edgepark Site Replatform/Redesign
In 2012, Cardinal Health at Home (FKA: AssuraMed, Inc.) undertook a massive effort to redesign and refresh the ecommerce site for its primary Edgepark Medical Supplies brand. Eighteen months and $6M later, our team launched a new, highly-customized site, built on the hybris Commerce platform, featuring:
A product catalog with eight major categories and more than 40,000 SKUs, reorganized based on extensive user experience testing and research.
Integrations with the existing, proprietary back office system; the Oracle PIM database; the warehouse and order picking system; OnBase document storage; various shipping and tracking applications; and a CRM.
The ability to acquire and store the customer’s ICD-9 diagnosis, prescribing doctor information, primary, secondary, and tertiary health insurance information, multiple shipping addresses, and tokenized payment information.
Display order status and provide instructions for action to be taken by the customer to help expedite the order.
A sophisticated and comprehensive content management system allowing for:
Relevant educational content on the primary health conditions for which supplies are provided by Edgepark.
A strong search management module that allows for keyword analysis and internal SEO, boosting and burying, and other search tools.
Advertising capabilities supporting Edgepark’s cooperative advertising program with product suppliers.
My roles in this project included:
Project management of the entire content work stream, including writing and/or sourcing all content. This included UX content, educational articles, promotional pieces, standard page content, and transactional emails.
Acting as a business analyst in the design and development of the co-op advertising program, and the processes for Linked Accounts, Account Management, the ContinuCare subscription program, and the Patient Manager account management process for Health Care Professionals (HCPs).
Development of a medical review process for all articles pertaining to diagnosis or condition information to ensure accuracy and compliance with legal requirements.
The screenshots and training deck shared below are samples of my content.
CareTrack Diabetic Device Order Tracker
Even though Edgepark.com provided order tracking capabilities, diabetes device orders were another matter. Extensive documentation is required by health insurance companies to approval an order for a diabetes device. Until approval is received, these orders are not formally placed in the system, but instead are tracked in a rudimentary flow in OnBase. This process, managed by a dedicated team of document specialistists, is as follows:
A request for the prescription is sent to the doctor’s office from OnBase.
Documents sent by physicians is loaded to OnBase
The document specialist sends out the prescription from OnBase to the health insurance company.
The health insurance company faxes back an approval or denial, which loads directly to OnBase.
Once approval is received , the formal order is placed in the company’s Order Intake System, which feeds the back office system, which then feeds the order status to Edgepark.com. A denial starts the entire process again.
Only once the order reached the site woudl its status appear online and be visible to the customer. In the meantime, customers contacted the Diabetes Sales Team frequently for order status updates, sometimes multiple times a day.
To reduce both customer frustration and the customer service effort required by the Diabetes Sales Team, the Edgepark.com and Diabetes Marketing teams integrated OnBase and Edgepark.com to surface the status of diabetes device orders to the site, making them visible to the patient. Upon implementation, this system reduced these customer service costs by $125,000 per year, and resulted in a marked improvement in patient satisfaction and sentiment among diabetes device customers. It also helped to ensure those customers would continue ordering diabetic supplies from Edgepark.
ICD-10 Diagnostic Coding Implementation
In 2009, The United States Congress mandated that all medial entities adopt the new, International Classification of Diseases, Tenth Revision, or ICD-10, to be implemented no later than October of 2015. ICD is the system used universally for medical diagnostic coding and billing, as designated by the World Health Organization. The existing edition, ICD-9, contained approximately 13,000 codes; ICD-10 would extend that number to 68,000, making clinical coding and billing far more complex.
This change required new processes for both Edgepark’s back office system and for edgepark.com. As the Product Manager for edgepark.com, it was my job to lead the website team in designing and implementing changes that would meet these requirements, while at the same time streamlining the user experience - and completing it on the timeline set by the U.S. Government.
