---
title: Personalisation to drive BlueCare's user engagement and leads  | Triggerfish MarTech
description: As a trusted leader in the healthcare sector, BlueCare recognised the evolving market dynamics and proactively addressed the need to enhance its services. We collaborated with BlueCare to reimagine the user experience for their home care services, ensuring they remain a top choice for quality care and innovation in a competitive landscape
image: https://www.triggerfish.agency/hubfs/bluecare-og.jpg
---

[Triggerfish MarTech Sitecore Platinum Partner](https://www.triggerfish.com.au/)

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![BlueCare](https://www.triggerfish.agency/hubfs/bluecare_hard_crop.svg "BlueCare")

![BlueCare](https://www.triggerfish.agency/hubfs/bluecare_hard_crop.svg)

# Re-defining personalisation to drive engagement and leads

As a trusted leader in the healthcare sector, BlueCare recognised the evolving market dynamics and proactively addressed the need to enhance its services. We collaborated with BlueCare to reimagine the user experience for their home care services, ensuring they remain a top choice for quality care and innovation in a competitive landscape

![bluecare-big-screen-2](https://www.triggerfish.agency/hs-fs/hubfs/bluecare-big-screen-2.webp?width=1115&height=951&name=bluecare-big-screen-2.webp)

![increase_green_white](https://www.triggerfish.agency/hubfs/increase_green_white.svg)

23%

Increased user engagement

![User_increase_green_white](https://www.triggerfish.agency/hubfs/User_increase_green_white.svg)

17:1

Return on Investment for project costs

![Tick_Large_green_white](https://www.triggerfish.agency/hubfs/Tick_Large_green_white.svg)

1,000+

Personalised experiences triggered in first 6 months

In this project we introduced a new strategic approach. A pivotal part of the personalisation transformation was transitioning their website from merely providing static content to offering a customer tailored and journey-driven experience during the customer acquisition and onboarding journeys.

**Objectives**

The transformation project had two primary objectives:

1. Transform BlueCare's customer acquisition and conversion process to increase marketing scale and effectiveness.
2. Support customers in obtaining the right care and navigating the funding process through the development of robust digital capabilities.

 

At the heart of this project was the optimisation of customer acquisition & conversion journeys and new retention capabilities, leveraging the existing Sitecore platform by:

1. Creating meaningful personalisation in the acquisition funnel driven by first party data
2. Changing the ‘one size fits all’ funnel to individual lead generation funnels
3. Removing complexity, increasing simplicity and adding value by collecting data points for situational content.

### The Stack

- Sitecore SXA
- Sitecore xDB
- Sitecore Personalisation
- Sitecore Engagement Value Score
- Email Automation
- Twilio SMS Authentication
- Cookie-less First-Party Data
- Salesforce Form Integration

![login_bluecare](https://www.triggerfish.agency/hs-fs/hubfs/login_bluecare.webp?width=2000&name=login_bluecare.webp)

![blue-care-1](https://www.triggerfish.agency/hs-fs/hubfs/blue-care-1.webp?width=1000&height=792&name=blue-care-1.webp)

Market challenges

Over the past few years, the healthcare market has become significantly more open, leading to increased competition.

BlueCare demonstrated resilience and a forward-thinking approach by analysing industry shifts and identifying opportunities for growth. This commitment to innovation and excellence has reinforced their position as a key provider of government-funded care.

BueCare faced a typical sales cycle of over 12 months with complex user journeys, where potential customers might not return to the website for months at a time while researching and considering their options. This sporadic engagement made it difficult to maintain continuous, personalised interactions with prospective customers, leading to potential loss of interest and a lower conversion rate.

![bluecare_4](https://www.triggerfish.agency/hs-fs/hubfs/bluecare_4.webp?width=1600&height=1076&name=bluecare_4.webp)

## The Solution

We tackled the challenge of transforming BlueCare’s Home Care user journeys, focusing on a seamless and personalised content experience, simplified onboarding process keeping potential customers engaged and  reducing lead generation cycles.

![Data_Architecture_blue_dark](https://www.triggerfish.agency/hubfs/Data_Architecture_blue_dark.svg)

User Preference Centre

Preference module to capture current personal situation (intent) for each visitor.

![Distribute_blue_dark](https://www.triggerfish.agency/hubfs/Distribute_blue_dark.svg)

Personalised Content Streams

The soft login SMS authentication allowed customers to effortlessly return and continue their journey, simplifying the content offering via ‘piecemeal delivery’.

![Website_blue_dark](https://www.triggerfish.agency/hubfs/Website_blue_dark.svg)

Identification and Email Automation

User specific email automations supported the onboarding process to attract new Home Care customers more effectively.

![Replicate_blue_dark](https://www.triggerfish.agency/hubfs/Replicate_blue_dark.svg)

Strategic Integration of Systems

Vertical integration of systems for a seamless end-to-end experience between acquisition, lead generation lead conversation and retention.

### Setting a new benchmark for home care digital engagement

The transformation project did more than solve BlueCare's initial challenges; it set a new standard for digital engagement in the aged care industry.

 By implementing a user-friendly interface and personalised content through the Sitecore platform, Triggerfish improved both customer experience and operational efficiency. This project has established a best practice for future initiatives, showcasing the potential for seamless, personalised interactions and strategic alignment with government Home Care programs. The success of this initiative positions BlueCare as a leader in innovative and effective digital solutions for Home Care services.

"Rebranding a legacy-rich brand like BlueCare is challenging, but aligning with their future vision made it a rewarding endeavour. We revitalised their DXP, enhancing user engagement while staying true to the brand's core values."

Ollie Brown

Triggerfish - Head of UI

#### Metrics that matter

##### Return of Investment

The return of investment is highly positive and estimated to be 17:1 after 6 months of evaluation.

##### Increased engagement

In the first six months after launch, user engagement increased by 23.5%.

##### Customer identification

BlueCare identified more than 1,000 potential new users during their first website interaction providing relevant home care content.

##### Operational efficiency

The new solutions reduces dependency on marketing sales and service teams, by applied content automatically to situational context of users.

## Process and Project Inclusions

We used our proven 90-day go-to-market process including web design, content asset migration, build and launch.

![table_blue_dark](https://www.triggerfish.agency/hubfs/table_blue_dark.svg)

Vision and Strategy

Aligning the business priorities with MarTech solutions.

![Goals_blue_dark](https://www.triggerfish.agency/hubfs/Goals_blue_dark.svg)

Project Management

Coordinating all activities and stakeholders for timely delivery.

![shapes_star_circle_triangle_blue_dark](https://www.triggerfish.agency/hubfs/shapes_star_circle_triangle_blue_dark.svg)

Creative Design

Developing a user-friendly, visually appealing design aligned with BlueCare's brand.

![Ad_content_blue_dark](https://www.triggerfish.agency/hubfs/Ad_content_blue_dark.svg)

Content & Assets

Organising and preparing content and assets for individual portal experiences.

![build_blue_dark](https://www.triggerfish.agency/hubfs/build_blue_dark.svg)

Sitecore Build & Pages

Sitecore configuration with page and module build.

![Personas_blue_dark](https://www.triggerfish.agency/hubfs/Personas_blue_dark.svg)

Personalisation

Customer segmentation, personalisation mapping, content triggers and data capture.

![Integrations](https://www.triggerfish.agency/hubfs/Cog_blue_dark.svg)

Integrations

Integrated with Twilio for user authentication and Salesforce.

![Tick_Large_blue_dark](https://www.triggerfish.agency/hubfs/Tick_Large_blue_dark.svg)

QA & User Testing

Conducting rigorous testing to meet quality standards.

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Quick links

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- [Performance Optimisation & Growth Driven Design](https://www.triggerfish.agency/solutions/performance-optimisation-and-growth-driven-design)

## Locations

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Unit 4/173 Moray St,New Farm, QLD 4005

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