ABOUT THIS PROJECT
FEATURED:
Digital Medical Affairs Experience | Website
HUMANIZING INFORMATION THROUGH INTUITIVE DESIGN
As the world grappled with the COVID-19 pandemic, digital transformation in healthcare became an urgent necessity. At the heart of this change were Healthcare Professionals (HCPs) who had to navigate through an overwhelming volume of information while keeping the highest standard of patient care. In response, GSK set out to transform their US Medical Affairs site to streamline HCP access to essential medical information.
AN OVERWHELMING CHALLENGE
The original GSK site had been designed to house a wealth of clinical information, data, research and product information. However, it was overcrowded and lacked deep understanding of usage behaviors. Moreover, in the new era of post-pandemic healthcare, the complexities faced by HCPs had evolved, and
the site was ill-equipped to support their needs.
A DATA-DRIVEN, HUMAN-CENTRIC APPROACH
Our approach was simple yet transformative — put HCPs at the center of the design. Months of stakeholder interviews and user testing informed a deep understanding of the HCP’s journey.
FROM CLUTTER TO CLARITY
We audited, organized, and optimized 5000 pieces of content, each vetted for relevance, clarity, and user-friendliness. This provided HCPs with the content they needed, exactly when they needed it. Regulatory considerations and ADA compliance were a part of every decision, ensuring adherence to stringent industry standards.
FAST RESULTS IN JUST TWO MONTH SINCE LAUNCH
• 18% increase in daily average site visits
• 20% increase in daily average page views
• 100% increase in resource downloads
A NEW STANDARD IN DIGITAL HEALTH
The true measure of our success lies in the way the site now supports HCPs in their mission to serve patients, despite the complexities of a world transformed by a pandemic. This intuitive, reliable and empathetic resource acknowledges HCP’s everyday challenges and humanizes the digital face of healthcare.