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Transforming processes for creating and delivering life-saving content to healthcare professionals

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Merck is a Fortune 100 global company that delivers innovative health solutions. It struggled to create and publish content for a vast group of audiences due to its reliance on outdated platforms, software, and cumbersome technical requirements. Think Company helped Merck create a more intuitive content model to better service its users and provide a more consistent patient experience.

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User research to identify needs

We started by sitting down with healthcare professionals across a number of roles and specialties. It quickly became clear that some of the most important content intended to help patients afford their vital medication was difficult to locate.

Designing an effective content model

Working with several of our client’s internal teams, we created a more intuitive layout and impactful content model to better serve users. The meaningful payor support information that users needed could be placed front and center.

Repeatable, compliant content process

The new content model included baked-in guardrails around potential compliance issues and put the legal and regulatory team at ease. A templated, digital-first approach to creating content set rules that could no longer be broken,—saving countless hours during the approval process and resulting in a clearer and more consistent patient experience. And by shifting to a digital-first approach, content creators and approvers could work within a single platform.

Centralization through pattern libraries

A critical part of the transformation was the creation of a pattern library—an ongoing, centralized source of truth that keeps teams in sync and reduces the effort associated with creating and presenting new content.

Implementing agile methodologies

Our client continues to show a commitment to evolve with user needs. In keeping with that, we designed a continuous measurement and improvement cycle that combines ongoing design validation, user research, customer feedback, analytic interpretation, technological advances, and emerging market insights. The organization can now easily adapt strategies and designs for new user types with unique needs.

Change management results in greater efficiencies

The new digital review process has reduced review times by weeks for content creators. Templates and standards continue to be adopted through change management and implementing a content strategy subject matter expert. This role serves as a gatekeeper to ensure that content consistently meets user needs as discovered through research. Following the successful launch, other channels within the healthcare organization have adopted the same customer experience design approach.


Is your pharmaceutical organization ready for a digital transformation?

User researcher
Example of roadmapping
Brand pattern library
Example of content model
Improvement statistics for a pharmaceutical company
Patient portal screens

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