Orderly case study header

Ensuring a path to better health through referrals

Orderly empowers physicians to help patients follow through on continued care by helping them choose personalized referral options. Gone are the days of unsupported patient searches for the right specialist, lab, or pharmacy that accepts their insurance. Orderly builds on the relationship between patient and physician to understand, discover, and choose referral options together.

Project Type

  • Vision
  • Web app


  • Product strategy
  • Service blueprint
  • Visual concepts
  • UX & UI design
  • Prototyping
  • User interviews
  • User journeys


Fixing a broken system

When a patient visits their primary care provider, the two work together to understand and address the patient’s health concerns. They build their relationship on trust: Patients rely on the knowledge of their physicians who do their best to ensure quality care. However, when a patient needs to see a specialist, have an imaging procedure, or fill a new prescription there can be significant drop-offs.

Physicians rely on a personal network that includes specialists, imaging labs, and pharmacies to aid patients but that personal network is often limited, outdated, and not informed by their patient’s personal preferences and insurance requirements. These systemic flaws result in high out-of-pocket fees, unsatisfactory service, or online searches for sub-par options their physician might not approve of. When patients get overwhelmed by unknowns—costs, clear next steps, and insurance coverage—they fail to follow up. All of this results in poorer service and gaps in care for patients.



Personalized referrals for every patient

We designed Orderly with simplicity in mind—the clean and friendly interface allows easy navigation for physicians to find and facilitate personalized care within their referral network. Through research, we determined the factors that go into determining the best choice and built features to support discovery options like a physician’s language, gender, location, insurance coverage, cost, and convenience.

Once a patient and physician select options for follow up care, Orderly eliminates uncertainties surrounding follow-up appointments by allowing physicians to email patients with clear instructions for next steps, reminders, and detailed information about the care they’ll receive. Patients who complete a follow-up visit can provide feedback on their experience, which feeds back to the primary doctor as referral reviews. This info is used to better inform physicians’ referral decisions—a feature that came as a result of criteria physicians consider when assessing their networks. Reviews consider wait time, physician knowledge, customer service, and appointment outcome, which allow primary care physician to follow up with unsatisfied patients.

The Big Ideas

More powerful referral networks

Even outside of healthcare systems, fully utilized referral networks are an incredibly powerful tool. No matter if you’re a doctor, electrician, or lawyer, those networks change over time. Having one that can grow and change with customer shifts, personalized preferences, and changes in the market is incredibly valuable in serving your customers or patients better.

Orderly is a powerful tool for physicians that supports their ability to provide quality care to their patients, while also allowing their patients to contribute valuable feedback.

Orderly process

Easy, up-to-date info

A consolidated, single source of provider information replaces unwieldy binders and handwritten notes.

Orderly specialist
Orderly imaging

Fewer drop-offs

Orderly automatically follows up with patients to confirm they have taken next steps and continues to remind patients who do not respond.

Orderly book appointments

Bridged information gap

Orderly takes an important first step to improving patient follow-through. Future integration with Electronic Medical Records (EMRs) opens new opportunities to help providers securely share relevant notes and records to improve continuity of care.

Referral management

Through the patient feedback dashboard, physicians can monitor and analyze the quality of care provided, ensuring their patients receive the best care possible. Smart recommendations offer the ability to grow and strengthen referral networks.

Orderly referral management


Extending primary care's reach

Patient health outcomes improve significantly when they follow instructions provided by their physicians. Orderly assists patients in follow-through, improving the odds that they’ll book appointments, schedule imaging screenings, and fill prescriptions. Ultimately, Orderly ensures that every patient continues to receive the very best care, even after they leave their primary care physician’s office.


Orderly is the second place winner of the Robert Wood Johnson Foundation Choosing Care Challenge.

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