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.
When PHI engaged us, they knew they wanted to overhaul their incredibly large website, but didn’t understand what that would entail. To help them make sense of it all, we started with a focused needs assessment phase, working with leadership to audit their website, content, and technology systems; understand operations and workflows; discuss pain points and prioritize future needs. When discovery was complete, we created a detailed strategic, creative, and technical project plan with phased options to help balance budget and priorities.
PHI is a complex organization engaged in multiple facets of the direct care sector. Unfortunately, PHI’s fragmented website failed to support this diversity, share its breadth and depth of services and resources, or explain how PHI’s work ties together at the local, state, and national levels. Through user research, content strategy, and information architecture, we built a site structure that bridges PHI’s silos, organizing ideas by issue, geography, and services, and then framing everything within their broader mission. The result paints a clear picture of who PHI is, what they do, and why they matter—and makes content and resources available based on a wide range of audience profiles.
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 deepen 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.
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 allows audiences to generate comprehensive, customizable snapshots exploring race, gender, age, and employment status, as well as earnings, wage trends, and insurance at both the state and national levels.
“We hired Constructive to help us develop a digital strategy and 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 and connecting audiences more deeply with our organization. Working with their team is such a great experience and the results of our partnership have completely transformed how people perceive us.”
Robert Espinoza, Vice President of Policy, PHI
