Betsy Lehman Case Study in Healthcare Web Design & Branding
Healthcare
Building a brand to make healthcare safer.
The Betsy Lehman Center, an MA state agency, came to RainCastle with a clear strategic vision: build a trusted Patient Safety brand and online presence that could propel a patient safety movement in Massachusetts.
The Challenge
As a new MA state agency, the Betsy Lehman Center had no identity or online presence of its own. This lack of profile made it difficult to achieve its outreach goals.
The Betsy Lehman Center came to RainCastle with a clear strategic vision: build a trusted Patient Safety brand that could propel a movement to make healthcare in Massachusetts safer by increasing transparency and information access.
Visual Brand
We started by developing a distinctive visual brand that conveyed the user-friendliness and accessibility essential to the Center’s mission. For the logo, we designed an updated version of the Massachusetts state seal to emphasize the Center’s role as a trusted government resource.
Interior Pages
The interior pages are content rich, requiring a solid structure and purposeful use of color to call out different kinds of information.
Key landing pages representing different sections of the site.
Patient Safety Navigator
Helping healthcare providers navigate the complexities of dealing with adverse medical events was a top priority for the Center. We collaborated to create the Patient Safety Navigator – an intuitive, modular online tool to help guide providers through the full range of challenges.
Animated Videos
To highlight the value of the Patient Safety Navigator to healthcare providers, we created a series of engaging animated video tours of the tool’s Report and Plan modules.
We also created an animated video to introduce providers to RCA2, a methodology developed by the National Patient Safety Foundation for identifying and correcting the root causes of medical errors.
During the Covid-19 pandemic, we created several videos, which are a mix of animated and live-action, to instruct caregivers serving the elderly in the safest PPE protocols. Visit our animated video page to see our work
The Roadmap to healthcare safety animated video communications strategies and action steps guiding the statewide effort to accelerate health care safety improvement in the Commonwealth.
PowerPoint
The Roadmap to Health Care Safety for Massachusetts is a multi-faceted, multi-year strategic plan to accelerate progress on making health care safer for patients as well as the health care workforce. The Betsy Lehman Center and the Massachusetts Healthcare Safety and Quality Consortium worked with RainCastle to visually communicate the new strategic plan to accelerate health care safety improvement in the Commonwealth via animated video, powerpoint, and a website update.
User-Friendly Website
All these helpful resources needed a place to live. We created a website to provide information on the Betsy Lehman Center’s mission and purpose—and to provide easy access to the Center’s wealth of patient safety resources. Like the brand itself, the site was designed to be approachable and consumer-friendly.
“We’ve enjoyed a great collaboration with the RainCastle team that began with our enlisting their help to build a premier patient safety brand for the Betsy Lehman Center. With important online tools such as the Patient Safety Navigator, a great website and animated videos, RainCastle has elevated our visibility and we are now well on the way to becoming the go-to source in Massachusetts for patient safety information, insights and action.”
Barbara Fain, Executive Director
The Betsy Lehman Center
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