Taking good care of three distinct audiences
As a healthcare at home organisation, Bluebird couldn’t be more people-focused. Its whole world is people: the people who need and arrange care, the people who provide the care, and the people who make the whole care infrastructure happen.
But people bring complexity. Those who need care is a constantly evolving cycle, with care needs that are ever-changing. Carers leave the job and need to be replaced. And being a franchise business, Bluebird continually needs more franchisees to expand its business and keep its revenues healthy.
Improving customer journeys
The issue for Bluebird’s website was in attempting to speak to these three disparate audiences. It wasn’t working. As a result, neither the buyers of care, the care providers nor the care franchisees were getting what they wanted. Recognising it needed to improve its customers’ digital experience, Bluebird charged Distinction with the task of finding a way to speak to its mixed audience in a way that was relevant to everyone.