Case Study 01 — Geisinger Health System
65 Forward
Reimagining the digital front door to a senior‑focused primary care experience — across web, social, email, and print.
At a glance
A page built to convert — not just describe.
Geisinger 65 Forward is a senior‑focused primary care offering, exclusive to Geisinger Gold Medicare Advantage members. The original landing page introduced the program faithfully, but didn't help the right people find it, sign up for tours, or convert into enrolled members.
I led an end‑to‑end redesign covering the core landing page, location‑specific variants, the member ebook, and supporting wellness, social, and email touchpoints — turning a brochure page into a marketing engine.
Touchpoints redesigned across web, mobile, ebook, social, and email
Locations, each with a tailored landing variant
Designer end‑to‑end — research through ship
01 — The Starting Point
A landing page that wasn't landing.
The legacy 65 Forward page packed every detail of the program into dense paragraphs sitting under a quiet, generic header. A roof full of services — personal wellness plans, longer visits, free events — buried in text.
The program's biggest asset — the spa‑like atmosphere of the centers themselves — was nowhere visible above the fold. Prospects were being asked to read their way to a tour.
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02 — Discovery
Listening before redesigning.
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Competitor audit — five comparable senior wellness programs, surfacing shared failure modes
Stakeholder interviews
Spoke with program coordinators and marketing leads at three 65 Forward locations to understand enrollment goals and friction points.
Analytics audit
Mapped drop‑off points in Google Analytics. Bounce rates on the landing page exceeded 72%. Most users never scrolled past the fold.
Competitor review
Audited five comparable senior wellness programs. Most shared the same failure mode: long feature lists, stock photography, no clear CTA hierarchy.
03 — Key Findings
Three problems worth solving.
Wrong audience reaching the page
SEO was untargeted. The page surfaced for broad Medicare queries rather than intent‑heavy searches like "senior primary care near me". Visitors were arriving confused.
No visual proof of the experience
The centers are beautiful — warm, spa‑adjacent, purpose‑built for older adults. None of that came through in the original page. Text‑only content couldn't build trust.
One CTA, buried below the fold
The primary action — scheduling a tour — appeared once, at the bottom of a long scroll. There was no persistent, contextual nudge at the moments of peak intent.
04 — Design Decisions
From brochure to conversion engine.
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New hero section — photograph‑led, single CTA above the fold
Photograph‑led hero
Led with a warm, full‑bleed photograph of an actual 65 Forward center. One headline. One CTA. The program sells itself once people can see it.
Persistent "Schedule a Tour" CTA
Sticky nav bar carries the primary action across the full scroll. Conversion micro‑copy ("Free, no commitment") tested better than "Sign up".
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Location‑specific variants
Templated system for six centers. Each variant swapped the hero image, local team photography, and an embedded Google Maps module.
Multi-channel extension
The same redesign language carried through to an updated member ebook, quarterly email templates, and an Instagram content system.
"The goal wasn't to make a prettier page. It was to make the right people feel seen before they even walked in the door."Designer's note — on the brief
05 — Impact
Shipped, measured, iterated.
Tour inquiry form submissions (3‑month post‑launch)
Bounce rate on the primary landing page
Location‑specific pages live, built from one template system
Channel touchpoints sharing a unified visual language
Reflection
Working as the sole designer across a project this wide — from UX strategy to ebook layout to Instagram grids — required constant prioritization. The constraints were real: stakeholders with competing goals, accessibility requirements for a 65+ audience, and a brand system that predated modern design tooling. The discipline was learning which battles moved the needle on enrollment, and letting the rest be good enough.