Challenge 

Research, content analysis and user testing showed users don't understand what "prior authorization" means. This negatively impacts user experience and site performance on an enterprise level.

Strategy 

• Build team with PA subject matter expertise team to strategize and implement across channels

• Develop and deploy content strategy recommendations for data, driven content improvements around prior authorization verbiage based on research outputs, user testing and customer feedback. 

• Improve clarity of term "prior authorization" at scale. 

• Improve understanding of prior authorization process from a user perspective through updates and cross-functional collaboration with marketing, clinical, business and other partners.

• Project management (5 quarters) to ensure consistency in messaging across channels and digital enterprise

• Act as point of contact for prior authorization messaging content strategy

• Ensure continuity in user experience through continual cross-functional collaboration

• Advocate for transparency and simplicity in user messaging to empower patients with education around the PA process 

• Produce and socialize features, roadmaps, strategic and communication artifacts

• Consult with cross-functional partners such as Product, Marketing across multiple PA-related projects over the long term

Value Increased user understanding of PA process. Reduced help center calls. Increased traffic. Increase in user satisfaction.