Health Code Index
Brand Refresh | Website | Content Strategy | AI Persona | Avatar & Video | Exhibition
A Brand Refresh for a Trusted Industry Name
Making clinical coding clear, and giving it a human face.
Health Code Index sits at the heart of South African healthcare. Its coding intelligence helps more than 5,000 clinical coders and case managers search, validate and cross-match ICD-10 and CPT-4/CCSA codes, so claims get paid faster and compliance stays watertight.
It’s critical, highly technical work. And for a long time, the brand looked like it: functional, dense and built for experts only.
Forge partnered with Health Code Index on two connected projects:
a brand refresh, healthcare website and content strategy, followed by the launch of Lumina, their AI clinical coding companion.
One brief ran through both: make complexity feel clear, and make technology feel human.
A Healthcare Website Built for the Industry
We designed and built a mobile-responsive website for an audience that is anything but one-size-fits-all:
medical schemes, hospitals, clinical coders, billing teams and IT integrators.
Features include:
Solution pages tailored to each audience and their day-to-day pain points.
Feature pages covering ICD-10 and CPT-4/CCSA validation, fraud, waste and abuse prevention, API integration and ICD-11 readiness.
Clear calls to action that turn interest into booked demos.
A fully responsive build that works as well on a coder’s phone as on a scheme’s boardroom screen.
Complex product. Simple journey.
A Content Strategy That Speaks the Industry’s Language
Healthcare professionals don’t want marketing fluff. They want answers.
So we built a content strategy around the real questions coders, billers and scheme administrators face every day, delivering relevant, expert content that earns trust and search visibility:
ICD-10 coding and MIT flags before claims.
CPT-4 vs ICD-10, and what each code set does in South Africa.
Coding audit checklists, first-pass claim rates and revenue cycle automation.
HL7 vs FHIR for healthcare IT teams.
Every article positions Health Code Index as the industry’s reference point, not just another vendor.
Then Came Lumina
With the brand and platform in place, Health Code Index launched its most ambitious product yet:
Lumina, an AI-powered clinical coding assistant that lets users ask questions in natural language and get the coding intelligence they need.
Powerful technology. But AI in healthcare comes with a trust problem. People worry it will replace them, confuse them or get things wrong.
In a separate project, Forge was brought in to solve that. Our answer was a single proposition:
“Humans were never meant to navigate this alone.”
Lumina isn’t a replacement. It’s a companion: a guide through one of healthcare’s most complex systems, always at your side.
A Persona Crafted to Humanise AI
To make an AI companion feel like a companion, it needed a personality. We created the Lumina persona from the ground up, carefully crafted to humanise a natural language AI.
Warm but expert: she knows the codes, and she knows the pressure you’re under.
Calm and clear: complex answers delivered simply, without judgment.
Professional and local: built for South African healthcare, and it shows.
We then brought her to life as an avatar: a polished, approachable professional whose look carries the Health Code Index palette and is instantly recognisable across every touchpoint.
Video That Introduces a Colleague, Not a Tool
We produced intro videos and video collateral that let Lumina introduce herself in her own voice.
Set in real-world healthcare environments, from office floors to admin desks working alongside coders, the videos show Lumina where she belongs: beside the people doing the work.
The videos lead the Lumina launch page and support the wider rollout, turning a technical product demo into a human introduction.
Brand Creative and an Exhibition Stand That Draws a Crowd
We built the full Lumina launch creative around the single proposition, “Humans were never meant to navigate this alone.”
Then we took it off the screen and into the room. We designed the Lumina exhibition stand to put the persona front and centre: a welcoming, human space where delegates could meet Lumina, watch her in action and see what an AI companion can do for their teams.
Consistent from avatar to video to stand, the brand creative made sure every touchpoint told the same story.
Clear Answers, With a Human Face
Health Code Index came to Forge with a trusted product and a complex story. Together, we turned it into a refreshed brand, an industry website, a content engine and an AI companion people actually want to work with.
Because in healthcare, humans were never meant to navigate this alone.