Audience: Providers

Goals:

• To transition sales from drug representatives in the field to the website.

• To better differentiate the drug from competitors.

• To clarify the complicated purchasing process.

Actions: I crawled the site with Screaming Frog and created a page inventory that identified useful PDF content that could transition to HTML. I established analysis criteria, reviewed the competitive analysis done recently by MERGE, and reviewed site metrics.

Deliverables: A Keep/Edit/Delete list of the content and a slide deck with audit findings, recommendations, and actionable steps.

Findings: I found that the print leave-behind content was high quality, so we were starting from a good place. The website, however, had fundamental problems. The content did not have consistent content models. Important CTAs on the site were missing or hard to see. The ordering and reimbursement steps were not clear. Bragging points like easy administration were not emphasized. Important content, like injection training, was missing.

My recommendations:

• Transition the high-quality print collateral to digital channels as HTML and optional PDFs.

  The high-quality print assets could be in both HTML pages with optional PDFs in case doctors wanted to print the information.

• Fill in CTA gaps

  Add CTAs for ordering, reimbursement, and injection training.

• Make ordering and reimbursement clearer

  Clarify content around ordering and reimbursement given it is a confusing multi-step process.

• Differentiate

  Emphasize the beneficial differentiators of the drug’s administration.

• Enhance web and telehealth tools

  Promote the tools. They increase access and convenience. This includes the training videos.

• Create content models

  Create content models for the components (forms, illustrations, CTAs, profiles, etc.) and use plug-in templates for new content.

What I learned: It saved a lot of time and money transitioning excellent print content to HTML. Don’t assume you need to start from scratch.