In order to create a website with content to engage patients on the therapeutic area and treatment options, we took the following steps:
- We focused on understanding the needs and learning journey of atrial fibrillation and stroke patients and their carers from pre-diagnosis to maintenance stage
- The design was based on an appreciation of how patients come to terms with their condition from both a rational and emotional perspective
- We developed the content strategy, information flow/architecture and website proposition and made sure it catered to patient and carer needs, then we tested it
- Each section stood alone and targeted different stages of the user journey, enabling patients and carers to easily dip in and out of the website and find the most relevant content on every visit. The scientific content was never ‘dumbed down’ but presented in an understandable and user-friendly manner
- Implementation and evaluation of tactical interim changes were based on expert review, and we progressed from developing low fidelity to high fidelity responsive designs.
We created and delivered a responsive website, full media plan, KPI dashboard and optimisation plan.
The ultimate goal was to engage patients and give them the confidence to address their healthcare needs and challenges, resulting in them planning a visit to their doctor; equipped with the questions and information they needed to have an informed conversation.
The re-design resulted in a patient- and carer-centric website. The website now acts as a mechanism to engender behaviour change by empowering patients and carers with the confidence to visit and create a partnership with their HCP.
PROFESSIONAL AND PATIENT COMMUNICATIONS MANAGER