Consolidating onto a single platform

MedDeviceCo had a number of different portals serving a range of audiences — from HCPs, patients and caregivers managing at-home or in-clinic dialysis to Clinic administrators needing to order supplies to facilities managers and technicians looking to manage and maintain medical devices across clinic locations. All of these interactions with the brand provided disparate and inconsistent user experiences — many of them leveraging homegrown technical solutions. The company made the decision to consolidate these portal experiences onto a single Salesforce platform and enlisted Genuine to support with planning & strategy, UX, design, and front-end development.

Building with empathy

Beginning with a patient portal, we overhauled the digital customer experience for patients, HCPs and caregivers with a focus on empathy for all users — internal and external. We developed in-depth personas and journeys to map content and interactions to user needs. We then pivoted to portals focused on service and maintenance of MedDeviceCo’s extensive offerings of devices, leveraging the same visual language and many of the components developed for the customer service portal. And we established a design system that utilizes Salesforce Lightning components for reuse across portals.



We’re a full-service digital marketing agency with a passion for partnership and collaboration. Whether you’re facing a specific business challenge or want to hear more about our approach to digital transformation, we’d love to hear from you.