Case Studies

The Business Challenge

A large international pharmaceutical company had hundreds of consumer facing sites whose status and purpose were unknown. Significant budget was being spent on deploying and maintaining these sites, and management had minimal understanding of their business impact or effectiveness. In addition, inconsistent data capture across sites was presenting database marketing issues corporate wide.

Solution

MISI began with an audit of all patient facing web sites and crafted recommendations for decommissioning, combining, or enhancing sites. We then conducted research with 100+ patients on brand sites to determine the optimal, business-driven experience that would be efficient to deploy and maintain. Patient registration and click through rates were leveraged to design an ideal registration process and layout. To encapsulate all of this research into an actionable deliverable, we documented design standards delivered through an online-resource center that included downloadable technical assets.

Outcome

Our online guide has been deployed and is the standard for development of all US consumer marketing sites. Our client is deploying consistent, optimal and business-driven customer experience on sites with dramatically improved quantitative success rates regarding such metrics as the ease of finding key messages and efficiency and accuracy of customer registration. The decommissioning of redundant and outdated websites yielded a savings of $400k per year. Our scalable and efficient process for launching and updating sites saves approximately 30% in upfront design effort for new sites.