For years, Longfonds operated across numerous separate digital platforms, each focused on a single purpose and a single audience. That fragmentation led to a diffuse online identity and diluted the brand. Longfonds needed a partner to create cohesion: one digital platform serving patients, donors and healthcare professionals from a single source. Together, we developed a new digital strategy and launched a future-proof Drupal platform that informs, activates, connects and helps visitors.
Digital strategy based on customer journey mapping and personas
One central platform for all audiences
Four pillars: inform, activate, connect, help
Scalable and secure Drupal environment
Consistent brand experience at every touchpoint
The challenge
How do you create cohesion across a landscape of separate, single-purpose platforms and restore brand consistency for a patient organisation?
The solution
A renewed digital strategy and one central Drupal platform that unites four core functions: inform, activate, connect and help.
Longfonds x iO: a digital home for everyone who wants to breathe freely
Longfonds is on a mission to eradicate lung disease and contribute to a healthier, happier life for people living with lung conditions. They are committed to a world where everyone can breathe freely.
As Longfonds's digital partner, we think long-term. This case highlights the development of a new digital strategy and central platform, but our collaboration extends further. We help Longfonds stay digitally relevant in a changing healthcare landscape and support their mission with technology that works for patients, donors and professionals alike.
From fragmentation to one digital platform for patient organisations
For years, Longfonds served different audiences through separate digital channels. Patients, donors, fundraisers and healthcare professionals each ended up on a different platform. It worked, but there was a downside: the online identity became fragmented and the brand experience inconsistent.
The question was not just technical, but strategic. How do you ensure one platform serves all audiences without losing relevance? And how do you preserve the personal approach that defines Longfonds?
Digital strategy as foundation: customer journey mapping and personas
Before we started building, we laid a strategic foundation. Using customer journey mapping, we charted the needs and touchpoints of each audience. We developed personas reflecting the diversity of visitors: from patients seeking information to donors wanting to contribute.
From that analysis, four pillars emerged that form the backbone of the new platform:
Inform: reliable, validated content about lungs, lung diseases and healthy livingActivate: showing donors and fundraisers how they can contributeConnect: digital and physical activities to bring fellow patients and experts togetherHelp: direct access to Longfonds professionals for personal support
One Drupal platform for patients, stakeholders and supporters
With the strategy as our compass, we built one central platform on Drupal. The choice for Drupal was deliberate: it offers a scalable, well-secured environment that grows with Longfonds's ambitions.
The platform fulfils an authority role by making scientifically substantiated content accessible. At the same time, it activates visitors to take action, whether through a donation, event participation or sharing a personal story. The connecting function proved crucial: the strategy process revealed that the target audience has a strong need for contact with fellow patients and experts.
Scalability and continuous development as starting points
A digital platform for a patient organisation is never finished. That is why we chose a technical foundation that supports ongoing development. The Drupal architecture makes it easy to add new functionalities, scale content and continuously improve the user experience.
For Longfonds, this means they are not locked into today's solution, but can respond to tomorrow's needs.
From fragmented to one digital home
The new platform solves more than a technical problem. It gives Longfonds a consistent digital identity that supports their mission. Patients find reliable information faster. Donors see immediately how they can contribute. Fellow patients connect more easily. And the internal team manages everything from one environment instead of multiple separate systems.
For the future, there is a scalable foundation on which Longfonds can continue to build: reaching new audiences, adding new functionalities and further strengthening their role as an authority on lung disease.
