Audience: Providers with patients who have a specific disease

Goal: To transition from drug representatives to the website for lead generation.

Objectives: To analyze whether the content was findable, engaging, and usable, and offer recommendations.

Actions: Crawled the site and created a page inventory to identify useful PDF content that could be repurposed to HTML. Established analysis criteria, reviewed the competitive analysis done recently by MERGE, and site metrics.

Deliverables: Keep/Edit/Delete list of content, slide deck with findings and recommendations, site inventory

Findings: The print leave-behind content was excellent, so we were starting from a good place to transition. 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.

Recommendations:

• Transition high-quality print collateral to digital channels

  Now that most content will be online, transition the high-quality print assets to the website.

• Fill in CTA gaps

  Add CTAs for ordering, reimbursement, and injection training.

• Make ordering and reimbursement clearer

  Content around ordering and reimbursement is confusing.

• Differentiate

  Emphasize the beneficial differentiators of drug administration.

• Enhance web and telehealth tools

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