Healthcare Brand Microsite
Increasing the convenience and relevance of a top healthcare brand’s clinical trial experience
Project Roles
Sr UX Writer
Company
Pfizer
Challenge
To improve the end-to-end clinical trial experience by increasing user confidence and supporting them with resources and tools that will help them make a well-informed decision.
Solution
Revitalizing Pfizer’s clinical trial experience involved expanding the upfront experience, including a better search interface, better search results display, and offering more guidance and supporting content throughout the site.
Aligned content and copy with brand tone and voice
Essential for any large brand is maintaining tone and voice across multiple experiences and destinations. Throughout the experience I aligned the site copy with the Pfizer brand tone and voice, adapted for the emotional state of the clinical trial site user.
Designed trial page architecture optimizing for conversion strategy
Optimizing the content flow to transform curious visitors into inquired prospects was critical. The content needed to answer the right question at the right time, while not distracting them with CTA rabbit holes. And of course, the content structure needed to be templatized for publishing at scale.
Enhanced the relevance of the brand’s clinical trial offerings
To generate clinical trial search results with more relevance to the patients, I designed an algorithm for presenting unique content titles across clinical trials from a broad set of parameters.
That made the page content modules easier to scan for relevance, helping users connect more quickly with the right clinical trial for them.
