Developing and Launching a National Provider Directory Product

The Challenge

An industry-leading, provider data technology organization needed to develop a new service-driven product that would address emergent provider directory regulations and position the organization as an innovator in that market space. The client had recently implemented a global delivery model and was still dealing with immature processes that required significant support. In addition, with a fast-approaching regulatory compliance deadline, they needed to rapidly expand product capabilities to satisfy client demand and quickly gain traction within the provider community.

Our Approach

crankfrog began by researching market drivers, applicable state and federal regulations, and analyzing how health plans across the industry would benefit equally from the proposed service. Within 3 months, crankfrog developed a prototype solution to pilot and refine initial solution design concepts, defined functional and business requirements, and created user mock-ups and a clickable prototype for user testing and buyer feedback. crankfrog then managed the pilot’s execution through an international delivery partner, designed the launch strategy and coordinated activities across internal sales, account management, operations and other enterprise functions.


The organization successfully implemented the pilot with seven national and regional health plans across six distinct markets. The pilot’s success distinguished the organization as the fastest entrant into the market space with a national solution to new regulatory requirements, while also positioning them for strong future expansion and enhancement opportunities for the product.