Virtual healthcare provider scales up content operations with Contentstack

The company was frustrated by the time and opportunities lost to ticket-based content publishing.

"From the developer side, we were hired to work on interesting algorithms and solve complex problems, but every so often, a ticket came in that said to capitalize this letter or add a comma here," said the company's senior vice president. "The pursuit of a more efficient way to do such work led us to use a headless CMS."

The pain of this back-and-forth publishing process was also felt on the marketing side. "Marketing would request a new page, but because everything had to go through sprint planning, it would be at least two weeks before it was ready," the company's senior vice president mentioned. "By that time, they often decided to go a different route or had already missed the opportunity."

Using Contentstack, the brand first built a basic template that allowed marketing to change a page's header, button, and body copy. Next, the development team created different content module templates — like a paragraph, video, or three-column module — that marketers could choose from to build a page on their own.

"Developers can now focus on the problem-solving they're hired for, and marketers can focus on adding value, building visibility, and attracting new visitors," says the president of the company.

Optimization at scale

The company can now build specific experiences for their diverse user segments, with variations of the same feature represented with distinct tones, messaging styles, and overall feel. “The way we build an experience for an older or younger person, for someone with or without insurance, that’s going to be different. We really have to flip the script on the language of healthcare, and Contentstack gives us the ability to do it."

The brand created a content model with reusable Contentstack templates, letting the team quickly spin up content variants. For example, A/B testing 25 iterations of a campaign registration page in just two weeks

"The more we build in Contentstack, the more personalization we can offer, and the more scalable deployments we can do," said the company’s president.

A modular approach to security

The brand prioritizes keeping customers' data private and secure. "We know that different parts of our system could be touching personal data, so we built our whole infrastructure to be modular," said the company's president. "Contentstack allows us to execute on this infrastructure from a content standpoint. It allows us to set up content and data flows in a way that lets us optimize and personalize at scale while keeping data safe."

Building for the future

As more people become comfortable with more parts of life becoming digital, such as talking to a doctor, the healthcare industry is facing rapid technology change and adoption.

"If a new technology comes out and the infrastructure we're using is incompatible, then we have to reinvest a lot of time making it work," said the brand's president. "So one of our criteria for potential partners is that they aren't just looking at the status quo but have an eye for innovation, growth, and scalability.

"We found that Contentstack was already moving in the direction we want to go, such as the use of GraphQL, and I believe it will be in front of the technology innovations that come out in the future. With Contentstack, we can have our content in one place, regardless of what it's connected to, and that helps keep us future-proof."