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Physicians Insurance Launches New Web Site Based on Extensive Customer Research

November 7, 2012 – Seattle, WA – Physicians Insurance A Mutual Company announced today the launch of their new Web site at The site is the result of the company’s significant in-person research to uncover physician, clinic manager, and risk manager usability preferences, along with a thorough review of competitive intelligence and industry standards.
“We really wanted to build our new site from the ground up,” said David Kinard, AVP of Marketing and Communications for Physicians Insurance. “We reviewed 58 Web sites covering PIAA companies, general liability insurance companies, stop-loss providers, and best-brand companies, then created a baseline score to identify bright spots Physicians Insurance wanted to emulate in the redesign of our new site.”

Each site was measured against a common rubric of six qualitative measures, and ten quantitative measures. These measures were chosen due to their representative nature of better practices and standard conventions in Web design.
Additionally, the company conducted a series of independent usability tests with physicians, clinic managers, and risk managers to get firsthand feedback and input on what users wanted from a site, how they would use it, and what their technology capabilities were. This primary research formed the basis for the company’s Web strategy.
It was important for the company to not just look at how pages were designed for commercial sites, but also examine sites that have noncommercial elements such as educational offerings (CME), a document library or other resources/tools, and an experiential factor that is intended to nurture brand affection and loyalty.
“We set out to create a site that was both a business-building tool as well as a Web property that effectively conveyed the Physicians Insurance brand. We wanted it to serve as a user-focused, insurance information source that seamlessly integrated with patient health and safety education,” said Kinard. “At the end of the day, our goal is to help visitors solve a problem or accomplish a task. If we can do this and extend the very positive experience customers have with us offline into the Web environment, we will have achieved success.”
About Physicians Insurance
Physicians Insurance A Mutual Company provides medical professional liability insurance coverage to more than 6,700 members in Washington, Idaho, and Oregon, in addition to risk management consulting, continuing medical education, and claims administration services. The company, founded in 1981, has grown to be the largest insurer of physicians in Washington State and is rated A- (Excellent) by A.M. Best Company.*
For more information contact:
David Kinard
Marketing and Communications
Physicians Insurance A Mutual Company, or (206) 343-6618

* A.M. Best’s ratings are on a scale from A++ (superior) down to D (poor) with even lower ratings for companies under regulatory supervision or in liquidation.

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For all media inquiries, please contact:

David Kinard
Marketing and Communications
206-343-6618 or

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