Challenges: 

Medela faced the challenge of engaging moms with their brand, services, and products more effectively. They sought a deeper understanding of nursing mothers' needs and clinicians' roles to detail the customer journey. Agency39A partnered with Medela to address these challenges. We conducted thorough research, sitting with moms at home, work, and in transit, and engaging with parents to understand their goals and concerns. Our approach focused on understanding the experiences of nursing mothers from prenatal to postnatal care, including interactions with lactation consultants, nurses, and hospital staff. We identified opportunities to better serve mothers, showing how Medela products and services could provide timely support. We facilitated connections between mothers for sharing stories, resources, and information, promoting breastfeeding in local communities. Additionally, we helped Medela enhance connected care, ensuring clinicians could prepare necessary equipment and resources based on nursing mothers' preferences. We also provided insights for hospitals to evaluate their breastfeeding programs' ROI and foster interdepartmental collaboration for a holistic patient experience.

Solutions: 

Agency39A utilized design thinking, design research, user experience design, product strategy, and brand strategy to transform Medela's approach. We began with planning workshops and collaborative sessions with stakeholders and end-users, leading to the development of a comprehensive service blueprint. This blueprint served as an enterprise-wide communication platform, illustrating how Medela could support mothers from pregnancy to re-entering the workplace. Our journey mapping workshops, collaborative strategy, user research, and persona development helped us accurately depict the interactions, expectations, and needs of clinicians, care providers, and patients. We created the Medela Mom’s Club, a comprehensive program offering personalized, stage-based content and human support throughout the breastfeeding journey. It includes real-world experiences, product interactions, samples, discounts, and services to help moms navigate insurance benefits and lactation support. For hospitals, the Medela Mom’s Club fosters patient connections and awareness of best practices. For clinicians, it minimizes data entry and streamlines access to essential information. For moms, it provides a direct link to hospitals and ensures they feel informed and empowered to engage with their care team. This program gives Medela a competitive advantage, ensuring satisfaction and building a supportive community.

Results: 

Agency39A transformed patient engagement for Medela with the Medela Mom’s Club, clarifying the clinical journey and elevating patient care. By helping Medela better understand their end patients, we ensured a higher standard of care and experience. Our insights into the clinical application of Medela's products within hospitals enhanced digital interactions with core audiences, resulting in improved product opportunities and more effective marketing and sales strategies.