SCADpro x Deloitte
SCADpro Sponsored Course
Developing a Multi-channel Marketing Campaign for Federal Health Services (Project under NDA – Details Obscured)
Overview
To help Deloitte better communicate its unique value to federal health clients and the public, our team conducted in-depth mixed-method research across seven sectors of the federal health industry, identifying gaps in perception and engagement. Targeting agency decision-makers and public stakeholders, we designed a multi-channel marketing campaign combining online and on-the-ground touchpoints. By showcasing Deloitte’s competitive edge through real-world case studies, the campaign strengthens brand positioning, builds trust, and drives engagement in a complex and highly regulated ecosystem.
Methods
Mixed Method Research, Competitive Analysis, Blue Ocean Strategy, SWOT Analysis, Research Affinitization, Concept Identification, Prototyping, Strategy Framework
Meet the Team
14 students from 10+ majors
My Role
User Research Co-Lead
Tool
Figma, Adobe Suite
Duration
10 Weeks, 2024 Mar.- May
Key Takeaways
Understanding team dynamics, client expectations, and stakeholder constraints was crucial to moving the project forward smoothly.
Avoiding jargon and plain language helped bridge gaps in our cross-disciplinary team.
Weekly stand-ups helped us overcome team segmentation and maintain alignment across groups.
Supporting creative concepts with data and aligning visuals to client expectations increased buy-in from non-design stakeholders.
When interviews were hard to schedule, combining surveys with targeted outreach helped us gather meaningful insights efficiently.
Evidence and data are the keys to building trust with clients/stakeholders
The Challenge
Set the stage
As Deloitte continues to support federal health agencies in modernizing their services, one persistent challenge is communicating the unique value that Deloitte can bring to clients and the public.
My work focused on understanding the health equity sector in the federal health industry, identifying the value within current service offerings through stakeholder interviews, and translating research insights into actionable information for designers and marketers to develop solutions for clients.
My Approach
Begin with research
The team began by conducting secondary research on 7 different sectors within the federal health industry. Specifically, I focused on the health equity sector. Starting with understanding the definition, industry trends, market variables, and current practices around health equity from Deloitte and other competitors, I could identify the unique values that Deloitte brought to its clients and the market.
After a few qualitative interviews with related stakeholders and contextual inquiries with a wide range of stakeholders, the research team I co-led uncovered friction points in service delivery, communication breakdowns, and unmet needs, which we summarized into 8 critical areas to focus on in the following process.
Collaboration
Clear and plain language and doodling ideas
Since teammates came from diverse backgrounds, we focused on clear and straightforward communication—avoiding jargon, using simple language, and even doodling ideas to bridge gaps in understanding. These practices helped us align perspectives, ensure mutual clarity, and keep user needs at the center of design decisions.
Evidence-based communication
Our client valued data-driven, evidence-based approaches and initially struggled to see the value in exploratory design methods. To bridge this, we supported our ideas with quantitative data and tied outcomes directly to later-stage impact. We also aligned visuals with their branding and deliverables, helping them contextualize our work, which built trust and mutual understanding.
Overcoming stakeholder scheduling barriers
Scheduling interviews with internal stakeholders within a 10-week project timeline proved to be one of the biggest challenges. To stay on track, we used surveys to surface common challenges and crafted targeted interview questions, making discussions more efficient and insightful. For those unable to attend, we gathered input via email to ensure their perspectives were still represented.
The Impact
Evidence builds trust
Leadership was particularly engaged by our research process and the rigor of our data sources. They saw the value in how we combined qualitative insights with quantitative evidence to inform our design direction. This strengthened their confidence in our approach and opened conversations around scaling the solution as part of a broader digital equity initiative.
