Micro-site for primary care
👩⚕️ Client
Global Diabetes Care Brand (via 24SQ)
🧑🤝🧑 Team
Copywriter & Content Designer, Digital Strategist, Digital Designer, Front-end Developer, Client B2B Marketing Team
Challenge
The client’s current challenge was that too many GP practices were contacting their sales reps for help understanding, using and prescribing the product. The underlying issue was that primary care practitioners are typically incredibly time-poor and the current website wasn’t providing them with answers fast enough.
Outcome
Starting with the core issues the primary care practitioners were facing, we created a micro-site to sit within the existing B2B website. The site guides the healthcare professionals through getting started prescribing the product all the way to training patients and even providing ongoing troubleshooting and support.
What I did as the copywriter and content designer:
🔍 Understanding users and their needs
Conducted interviews with on-the-ground sales reps and workshops with the marketing team to:
understand who would be using the site
identify the biggest problems they face in relation to onboarding patients and prescribing the product
define and prioritise user types, roles, states and needs
✏️ Simple and effective content design
Planned user journeys and integration into existing site, created information architecture for the whole site and designed easy-to-navigate, filterable resource library.
Designed home page content that triages users to quickly and effectively direct them to the right information.
Created all copy from library of approved language and claims, managing all legal and regulatory approval.
🪡 Seamless experience across channels
Established all the entry points for users to make sure communication of the key messages was consistent across printed marketing collateral and all online channels.
📈 Iterating, improving & defining success
Ahead of designing and building the site, worked with the client to define success and identify key metrics to measure success and learn more about user behaviour.
Created low-fidelity content prototypes of the site to test with users and improve before moving to design and build.
