<first>A<first>lice was born with the ambition to make the world a healthier place. Through an innovative model focused on primary care, the company introduced a unique perspective to health plans. Alice operates with Alice Agora: a team available via the app 24/7, with access to a member's complete history. Technology is at the core of this model, ensuring seamless care coordination—providing access to prescriptions and exams, as well as guiding members to the right activities.

In recent years, companies have faced steep increases in the cost of their plans. This high expense stems from inefficiencies in the system—partly caused by users who lack the resources to navigate healthcare effectively. Alice’s model enables more efficient use of services, delivering better outcomes for members’ needs. The result: healthier people and lower costs for companies.

The health plan contracting journey

A health plan is a fundamental benefit for any company. Choosing which service to offer employees is one of the most important decisions HR has to make. After salary payments, it represents the largest expense on the payroll—regardless of the company's size.

Alice's website is a key channel in the health plan sales journey. It is through this platform that a company's HR department can explore who Alice is, what she offers, and the types of plans and unique advantages available. This is even more important because Alice is a new brand with a model that significantly deviates from traditional approaches. Alice's proposal, focused on primary care, is unfamiliar to Brazilians: less than 1% of the private health sector in Brazil incorporates primary care. This adds complexity to the sales process.

The website plays a crucial role in welcoming users from various traffic sources and helping them understand who Alice is. It is important to emphasize that choosing a healthcare plan is not a trivial matter. It is a sensitive decision involving numerous factors—among them, the transition of care for people already using a plan. Therefore, the website must serve as an intuitive entry point, presenting relevant information for HR and potentially accelerating the negotiation process during the contracting journey.

{{video-galeria}}

Consideration and choice

During the development of Alice’s service, we conducted research on Product Market Fit. These insights helped us design and position the features of our product effectively. They also identified criteria to prioritize in communication and clarified our value proposition within the corporate landscape. Additionally, we conducted interviews with leads who discontinued their journey with Alice. We allowed them to navigate the process over again while we asked questions about how and why they made their choices.

In general, three topics emerged consistently in the studies:

Traditional criteria

Although the Alice plan has clear distinctions compared to the competition, we are still "comparable" to traditional providers, entering a dynamic where standard market requirements are used to rank Alice's offering.

Comparison of features

The ability to compare the features of different plans is the simplest way to evaluate products. Healthcare is a complex service with many attributes, and HR professionals do not always feel confident making decisions about it.

Primary care is uncommon

Demonstrating advantages can be challenging—such as proving that our primary care model and the quality of our delivery exceed those offered by other players.

A major pattern emerged from these studies: The website’s narrative should balance factors traditionally considered important by the market—not just its unique advantages. HR professionals first evaluate these baseline requirements before being open to hearing about differentiators. Alice must first “prove” that it meets the characteristics HR professionals prioritize, then create space to present what is new and different. This insight helped shape a narrative tailored to the business audience, supporting demand generation through the website.

Presenting the basic criteria

To measure the success of Design, we use a general metric (SQL) that tracks the volume of leads generated through the website. Leads represent companies interested in Alice, that have pre-registered and meet the minimum qualification criteria. The more efficiently the website presents Alice, the more leads it generates. An effective website also simplifies the sales team's task of advancing leads to negotiations. For instance, the website can address questions that would typically fall to a salesperson.

How to address HR's most fundamental questions when choosing a plan?

To support the creation of the Home page content, we began with an inventory of the most searched keywords related to health plans. We considered different personas—representing various company sizes (small, medium, and large)—and their journey in exploring plan options. The content was structured to emphasize the most frequently used terms, incorporating, for example, data on Alice's annual price adjustments compared to other companies. This strategy resulted in more SEO-efficient content.

We found that an accredited network is a key feature for providing HR professionals with peace of mind about coverage. Therefore, we emphasized this topic on the Home page. We also enhanced the search experience to illustrate how the network operates within the site. Instead of a list-based model, we introduced a visual search guided by a location-based map. This functionality has been particularly helpful for companies with employees spread across different regions of the state.

In the product selection stage, leads can determine the best configuration for their company. Options include accommodation types (ward or apartment), laboratory tiers (basic or premium), and the number of hospitals included in the network. We streamlined the 18 possible combinations into just 3 base products. These products were displayed side-by-side in columns, with features selectable through toggles. This approach made it easy to compare the most fundamental selection criteria.

The website plays a key role in meeting market expectations while simultaneously showcasing Alice’s unique selling points. As a digital channel, it offers a scalable solution for a product traditionally sold offline.

{{imagem-galeria}}

Exploring brand differentiators

An essential part of communication is building relationships. Beyond functional aspects, the website should also convey Alice’s purpose as a brand. What sets Alice apart within the industry is its ability to promote proactive health management, offering solutions that benefit both employees and HR. It is part of a broader movement positively transforming the industry: a reliable journey, delivering the best health outcomes, at the lowest possible cost, along with fair and transparent price adjustments. However, this is not traditionally what HR expects from a health plan.

How to validate Alice's differentiators to build a solid brand?

Our approach was to enable the website to support rapid and continuous experiments to validate communication hypotheses and, consequently, optimize the efficiency of the acquisition journey. CRO efforts involve daily monitoring of metrics to generate hypotheses. For example, redesigning the Home Hero to better communicate Alice's value proposition and drive higher conversions. The Design team collaborated closely with Product Managers and Growth analysts to gather insights and refine strategies.

Within this model of frequent testing, there is a fine line between experimentation and brand consistency. At Alice, different areas of the company work independently to create communication assets: materials for digital campaigns, landing pages, and blog content. Within the brand ecosystem, these “satellites” play a crucial role in capturing users’ attention and directing them to the website. From this perspective, the website’s role is to welcome users from various touchpoints along the journey and guide them toward conversion into sales—the deepest part of the acquisition funnel.

From a technical standpoint, our solution was to invest in a Low Code CMS supported by a Design System. This approach allows different areas to create assets within a “template” predefined by the Design team—ensuring well-defined standards that align with the brand. Low Code technologies enable this kind of experimentation—validating innovative and unfamiliar concepts—while maintaining a cohesive visual language across channels, ensuring a seamless journey between touchpoints.

<heading-light>Visit the<heading-light> Alice website

‍

{{imagem-galeria-dois}}