CASE STUDIES

A digital portal to meet customers' needs across fifty markets

How we Launched a global HCP portal to meet the needs of internal and external customers

An HCP portal already existed, but there was lack of alignment about the business objectives and its value for customers.

The customer set was also about to broaden to include non-healthcare professional users. This meant the portal had to be a central hub for all digital marketing activity, integrated with modern technology, and capable of meeting customer needs, now and in the future.

Approach

One of the biggest challenges for the client was meeting the complex requirements of the various markets and brands. However, we knew this was critical for the portal’s sustainable success. 

  • Reviewed existing data, customer research and competitor intelligence to inform design principles, persona development and stimulus for internal stakeholder engagement
  • Led telephone consultations and remote workshops with stakeholders in 9 markets across the globe to define the design principles for the portal
  • Conducted customer research with key external customers, including GPs, Specialists and Pharmacists and created prototypes for iterative user testing to refine the design according to feedback, ensuring a truly tailored approach
  • Developed strategic and interface recommendations to take into next stage of design and build.

Impact

The portal was a success. More than 30 markets adopted the solution, illustrating the value of the service. 

We addressed the evolving needs of our customers and internal stakeholders by producing an experience that our customers consider best in class and our colleagues take pride in using.