Case Study
Redesigning websites for an oncology brand.
Inflection Point
A growing biotech was expecting one of their oncology medicines to be approved for second-line use, thus reaching many more eligible patients. Having built their digital marketing tactics over multiple years and multiple approvals, the anticipated second-line approval provided an opportunity to reimagine their digital marketing to create a cohesive, strategically aligned customer experience.
How We Helped
We facilitated a co-creation session that engaged customers to deeply understand their needs. Our goal was to deeply understand customer needs and design websites that prioritized functionality over marketing messages. We used a Jobs To Be Done framework to keep our website rooted in functional needs across every stage of the patient journey.
Our co-creation gave us a vision for how digital marketing could play a more functional role in brand marketing. When it was time to make the vision a reality, we worked with our client’s marketing team to create all-new content, branding, and functionality and streamline four websites down to two. Our deliverables encompassed copy, visuals, UX, and analytics requirements for both websites, and we collaborated with our client’s in-house development team to build and launch two brand new sites.
Outcomes
We delivered two new customer-centric websites. After the launch of the new sites, our client saw a 20% increase in the average engagement time on site, and a 60% increase in return users, reflecting the increased focus on functionality. Meanwhile, by streamlining four sites into two, we created ongoing operational efficiencies for our client, as future label updates can be carried out in less time and at lower cost.
