How Olio Established Industry Credibility in its Digital Product Site
In the past, hospitals could celebrate surgery post-op as a job well done. Patients were discharged and assigned to therapy companies who bore the financial burden of a speedy recovery. But the Affordable Care Act changed this. In today’s world, payments are bundled across the entire episode of care, placing pressure on both sides to play nice. Hospitals now have a financial interest in faster recoveries and reduced readmissions. And therapy companies need credible data to differentiate themselves from competitors. But there’s a problem – hospitals don’t have an easy way to affect therapy outcomes and therapists don’t have a way to prove efficacy.
Enter Olio – a HIPAA-compliant digital communication platform that closes the communication loop between hospitals and therapists.
Olio started working with Innovatemap pre-seed round, pre-product, pre-revenue, pre-name and pre-brand. This is the story of how we partnered with them to establish an online presence so they could enter market with momentum.
In the early days of a startup, the smallest wins tip momentum forward as the founder’s vision starts to become real. Those “this is becoming real” moments embolden entrepreneurs to keep pressing on and lend credibility to investors, partners and customers. Quick wins are especially meaningful when you’re in the position Olio was; the middle of raising their seed with a team of outbound go-getters but no online presence to back up their story.
Olio needed to quickly establish an online presence that was on-brand and stood out in an often stale healthcare space. It needed to impress at the snap of a finger and it needed to frame up intricate pains that two audiences were feeling without blaming one side or the other.
Olio needed to quickly establish an online presence that was on-brand and stood out in an often stale healthcare space.
Most product sites we design in the B2B software space are judged by a simple metric – can it educate visitors and convert them into leads? In these instances, sales teams rely on marketing activity centered around the site to generate many inbound opportunities.
This wasn’t our metric for success for the Olio site. First, the founding team was comprised of seasoned medical device sales pros who knew outbound well. This, coupled with large average deal size and a finite – albeit sizable – addressable market, meant Olio wouldn’t be relying heavily on inbound leads.
With these considerations in mind, our primary goal was to leave visitors with a lasting impression: Olio recognized a massive problem, and they’re going to be the company that solves it. To put it simply, the product site was a brand and credibility play.
Innovatemap delivered a simple, premium product site with close attention to detail, subtle animations, thoughtful layouts, minimal use of color, and a credibility boosting leadership page. We adopted many leading B2C and B2U design and brand principles to make it clear Olio isn’t the tired healthcare software many in the space were accustomed to.
These aspects played out on the homepage hero with a short, intriguing headline, ample white space, and a massive Microsoft Surface Studio framing up a product screen. A dedicated ‘current state’ section made it clear that Olio understands pains on both sides of the communication gap. The solution section sees messy puzzle pieces snap into place and is accentuated by a pinwheel scroll animation for emphasis on the new world with Olio.
On the software page, we chose to show blockframed product screens to show just enough realism without giving away proprietary secrets.
For the domain name, we chose olio.health as a subtle brand cue that this company is different.
In the time since the site launched, Olio exceeded their seed round goal before the planned close date and signed two pilot programs with leading regional therapy providers. The site continues to serve as the hub for online brand credibility as the outbound team continues developing relationships with acute and post-acute providers throughout the Midwest.
Tips for Building a Credible Product Site:
Step 1 – Know the Goal: Whether it is to provide utility, establish credibility, convert, or get them to contact you, know exactly what your website is intended to do.
Step 2 – Understand the Context of the Industry: From industry to industry, design sensibilities differ. Complex design on a site intended for design-minded users will be appreciated far more than when the users aren’t digital native.
Step 3 – Establish Positioning and Messaging: Be able to clearly, concisely explain your product, features, and benefits to your target audience, being sure to mention key differentiators. It is really difficult to create a website without defining the fundamentals first.