The situation

As the fourth largest pharmaceutical company in the world, Novartis have a reputation for clinical excellence. But they also wanted to be trusted partners who provide relevant, useful and high-value information about their products and therapy areas to customers and members of the public. In this day and age, most of that information needs to be digital.

Novartis chose to create an online portal for all the information and resources healthcare professionals or the public might require. And with 20 brands to move online, they needed an agency partner with skills across development, UX, design, project management and medical writing to make it happen.

The task

As a full-service agency with multiple skillsets under one roof, Purple Health were chosen as Novartis’ partner to create a portal that:

• - Contained high-quality, relevant and consistent information on Novartis products and therapy areas
• - Brought all brands and therapy areas together in one easy-to-update online platform
• - Built online relationships with customers and stakeholders
• - Fully integrated with other digital channels – e.g. email, remote engagement, Veeva
• - Captured customer details in a GDPR-compliant database linked to CRM

The approach

Given the scale and digital nature of the project, we worked with Novartis in an Agile development format. This meant first creating a minimum viable product (MVP) for two brands, and learning from these to refine the development of additional brands on the portal.

This MVP stage allowed us to test what worked and didn’t work. This included:

• - Providing analytics in a more user-friendly manner by creating data studio dashboards
• - Making our content findable by indexing the site in search engines
• - Providing guidelines for content creators, reviewers and search engine optimisation

The action

In less than one year, Purple worked with Novartis to:

• - Create, amend and build content for 20 products
• - Provide therapy area information for 24 indications
• - Organise a bank of resources for both products and therapy areas, including on-demand webinars and virtual events
• - Create unique dashboards for all 20 brands
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The results

With all 20 brands now on the portal, in one month alone, we’ve delivered:

• - 65% increase in visitor numbers, with an average of 2.4 sessions per visitor
• - 58% increase in new visitors
• - 187% increase in new user registration