CVS Kidney Care

A digital experience that brings health home and digitizes the future of kidney health.

the overview

Every year, over half a million adults in the United States undergo chronic kidney treatment, with the majority spending 12 hours a week in dialysis clinics—an experience that often diminishes their quality of life and disrupts their ability to work. CVS Kidney Care set out to challenge this status quo with a home care–first approach, aiming to make kidney health more equitable and accessible. Our team collaborated to design a digital experience that supports this mission, positioning CVS as a trailblazer in healthcare innovation while empowering patients to take control of their kidney health journey.

the problem

Kidney health care in America is rooted in clinical treatment models that are time-intensive, costly, and inaccessible for many. CVS Kidney Care sought to disrupt this well-established industry by shifting the focus to home care solutions. To achieve this, they needed a bold, supportive digital platform that would educate patients, engage healthcare providers, and position CVS as a leader in kidney health innovation.

The challenge was to create a first-of-its-kind education hub that would balance accessibility, scalability, and usability while aligning with CVS Kidney Care’s mission to provide better health outcomes and reduce costs.

the solution

To address this challenge, we began with in-depth interviews with chronic kidney disease patients and healthcare professionals. These conversations provided critical insights into user needs, pain points, and behaviors, informing our experience strategy. By assessing the competitive landscape, customer behavior, and industry trends, we aligned on best practices that would shift perceptions of CVS from a pharmacy chain to a thought leader in kidney care.

Our team crafted a modular, future-friendly design system that could flex across platforms, markets, and customer needs. This scalable component library not only established a modern, bold visual language but also adhered to accessibility best practices, ensuring the platform was inclusive for all users. The approachable tone of the brand voice embodied CVS Kidney Care’s overarching mission of accessibility, making the experience both supportive and empowering.

We designed the platform to serve as an education hub, providing patients with the tools and information needed to manage their kidney health. The iterative visual language and modular framework allowed for seamless updates and future expansions, ensuring the platform could evolve alongside CVS’s offerings.

With a clear implementation roadmap and experience framework in hand, we collaborated with CVS’s development team to bring the vision to life. The resulting digital experience supports top-of-the-funnel connections through a demand generation program while driving better health outcomes for patients.

the result

The new digital platform redefined kidney health care by making it accessible, informative, and patient-centered. Key outcomes included:

A modular design system enabling scalability across platforms and markets.
An education hub that empowers patients to manage their kidney health journey.
A bold, modern visual identity that positions CVS Kidney Care as a leader in healthcare innovation.
Enhanced top-of-the-funnel engagement through an integrated demand generation program.

The platform positioned CVS Kidney Care to continue revolutionizing kidney health, creating cost savings and better outcomes for patients.