Pharmaceutical

Boosting HCP engagement with strategic UX improvements

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A leading pharmaceutical organisation faced engagement challenges with its HCP portal, including high bounce rates, low return visits and limited interaction with key content. These issues highlighted the need for UX improvements to boost navigation, content discoverability and overall engagement.

Our goal was to design a more intuitive experience to increase HCP engagement and support business objectives. To address these challenges, we conducted a strategic evaluation with key stakeholders to identify the most critical areas for improvement. Our data-driven approach focused on simplifying login and registration, driving HCP traffic and strengthening connections between HCP sites.

A UX Audit and User Journey Analysis revealed issues such as inconsistent navigation, unclear content structure and unnecessary steps. A prioritisation workshop helped define a clear roadmap, focusing efforts on the most impactful changes.

HCP registration was a major barrier, so we streamlined the process to reduce friction and simplify account creation. This led to an increase in registration success rates from 38% to 63 percent. We also implemented best-practice optimisations to make the overall experience more intuitive and effective.

We continue to work closely with the client, tracking and refining improvements to keep the platform engaging and easy to use.

Outcomes

25% increase in HCP registration success rate
Simplified navigation and content structure for a smoother user experience
Clear UX roadmap to prioritise high-impact improvements

Learn more about how we achieved these results

Uncovering key barriers to engagement

By analysing site data and user behaviour, we identified key factors limiting HCP engagement. Navigation was inconsistent, key content was difficult to find, and unnecessary steps in core user journeys were creating friction. To meet this challenge, we conducted a UX audit, applying best practices in navigation, information architecture, and usability.

Key challenges we uncovered:

Overlapping pathways and inconsistencies in site navigation, making it harder for HCPs to find relevant content.
Complex registration process, leading to high drop-off rates and lower conversions.
Unclear content hierarchy, with key information buried or difficult to access.
Duplicate or irrelevant content, reducing efficiency and creating confusion.
Limited login options, restricting access and deterring engagement.

We ran competitor benchmarking to identify industry standards for HCP engagement, offering insights into best practices for sign-ups, logins and content discoverability. These findings shaped a prioritised roadmap, guiding the team toward the most impactful improvements

From insights into action: Streamlining the HCP experience

With a clear view of the challenges, we ran a prioritisation workshop to assess opportunities by effort and impact. Quick wins—like removing unnecessary pages and simplifying navigation—were implemented first to deliver immediate improvements.

HCP registration emerged as the top priority to fix. We redesigned the process to reduce friction and improve usability, removing unnecessary fields and clearly communicating the value of signing up. This boosted registration success rates from 38% to 63%, a 25% increase.

We also introduced ongoing UX optimisations, tracking performance to ensure the platform continues to meet user needs and business goals. Our collaborative, data-driven approach has enabled the client’s team to drive long-term success.