Strengthening the Direct Care Workforce
The national leader for the direct care workforce, PHI represents the many thousands of professionals who care for America’s elderly and disabled. Following a major strategic planning initiative and rebranding, they asked Constructive to align PHI’s website with their mission, raise awareness of issues facing the sector, and make their library of research more accessible to influential audiences.
There's a lot to learn before we can get started.
We need to find ways to unite these organizational silos.
How can we design for emotion and deliver policy insights?
PHI is a tenacious advocate and educator for the direct care workforce, a more reserved research expert working at the policy level, and a vocal spokesperson who raises awareness with the broader public. So, when it came to designing PHI’s website, we balanced creating an emotional impact and the rational appeal that PHI’s research requires. The result is an online brand experience that connects with PHI’s core constituency and makes ideas accessible to lay audiences, and which is organized and legible to deepens engagement with PHI’s long-form content.
PHI’s website successfully positions their brand as the national leader of one of the fastest-growing sectors of the healthcare industry, delivering a wealth of expertise, insights, resources, and results for the direct care workforce.
What's the state of the sector by the numbers?
One of PHI’s most valuable resources is its Workforce Data Center, which contains one of the most comprehensive data sets on the state of the direct care workforce. We created an interactive tool that lets audiences generate comprehensive, customizable snapshots exploring from race, gender, age, and employment status, to earnings, wage trends, and insurance at the state and national levels.
Our Client's Experience
“We hired Constructive to help us develop a digital strategy and design a website that effectively positions PHI with a diversity of audiences. Their work is both emotional and organized—expressing why we are unique in our field, while helping audiences connect with our organization. Working with their team was such a great experience, and the results of the work have completely transformed how people perceive us.”