Getting set up digitally and building online-first solutions was the pivotal driving force of every brand over the last year. Speed was of the essence when tailoring to rapidly changing consumer behavior.
One of these brands that did this particularly well was the healthcare provider Livi. More specifically, it’s a digital health app that enables its users to get in touch with health professionals. Livi is relatively new to the game, having been set up just 6 years ago. Yet it’s already become one of the most established across Europe, working with around 2 million healthcare professionals.
The pandemic meant quickly-emerging priorities and to build solutions for a new reality. It needed:
- To ensure consistency and brand identity in its content.
- To be able to localize and translate content for each language and market.
- The ability to get their content creatives to publish and edit without needing the help of developers.
- And make the learning curve of the new content management system as flat and short as possible.
In response to the pandemic, Livi launched Livi Connect, a video consultation platform available across 30 countries and in 11 languages. Its intention was to help remove the increasing pressure put on nation health services across the continent, which were confronted with unprecedented challenges.
And it launched Livi Connect in just 4 weeks thanks to its decision to partner with one of the leading content management systems available, Contentful. And it’s not only available all across the continent but across the pond here in the US and Canada.
Contentful was a premium piece of the solution for Livi. And in fact, they had chosen the content management system a handful of months leading up to the pandemic.
“The fact that we were already using Contentful meant we could launch Livi Connect immediately in 10 languages,” says Veronica Ginman, a software engineer at Livi. “We could translate and keep track of everything, even with things changing all the time.”
Contentful’s easy-to-use navigation and categorization system means that creatives at Livi can now quickly construct a website which is tailored to each region – without needing to depend on the help of software developers. The healthcare provider can also translate and localize its content.
As Jonatan Dykert, senior product manager of Livi, pointed out: “It would have been a lot harder to spin up in 11 countries in four weeks without Contentful already in place.”
The adoption of the app has also been greeted warmly by those healthcare professionals that use it to connect with patients. “With a quarter of doctors now off sick or self-isolating, video appointments have been an effective way for me to continue to provide quality healthcare to patients safely and efficiently, whilst ensuring I stay fit and well to help the NHS cope with a strained workforce,” said Dr Vanessa Lynch, one of those professionals who works with Livi.
“As a retired doctor,” she added, “it allows me to do my bit safely from home, without a risk to myself or my patients.”
They have worked tirelessly to get the app into as many hands as possible. “We worked hard to get the product into as many hands as possible,” added Asra Abdul Hadi, the head of marketing. This has “helped us understand how to improve so we could scale to serve the needs of our health practitioners and their patients,” adding that “we’ve seen tremendous results in adoption and use.”
Flexible and customizable
Straight out of the gates, Livi had to build the app on grounds that were flexible and customizable so that it could reach such a diverse group of users. It’s not only language and specific information tied to particular regions that need to be flexible, but the more complicated stuff; it needs to comply with each country’s and each region’s regulatory systems and health care systems.
Using Contentful, Livi was also able to deliver consistent content anchored to its brand identity across all versions of its app.
When it comes to building websites that can be customized with ease, Contentful’s system means that creatives can publish content and edit without needing any technical qualifications or experience. This also frees up time that devs can put into new projects which otherwise would have had to chip in and help those poor old creative folk who had been asking to push their changes live.
After the passing of time Livi was able to look back and recognize a number of positive results from their platforming to Contentful. Among them include:
- The ability to create consistent content quickly across all versions of the app as well as its website.
- This consistency has helped to boost the reputation of Livi as it rolls out across more countries and regions.
- The ability to create and edit pages quickly through an easy-to-use interface without the need for developers.
- This in turn makes it easy for new workers to get used to Contentful.
- The ability to launch a video consultation platform in just 4 weeks.
“After a while, I began to realize the website was self-maintained by the editors,” says Ginman. “I saw we had 100 new medical pages live on our site that I didn’t know about, because no one had to contact me about them. It was the same when we were launching some new [marketing] campaigns. I saw our ads on TV, and I went to the website and saw it had been updated with that marketing – and I wasn’t involved. It’s been really cool to see that.”