Even An Audience-Specific Portal Benefits From Profiling
Eli Lilly , a $12 billion pharmaceutical company, worked closely with Catalyst on a variety of projects. One of the first involved Lilly Connect, the portal the company used to manage customer relationships with key physicians across the US. Lilly wanted to better understand why the portal was not attracting and engaging more traffic - and was looking for a set of design specifications that would improve the situation as well as a new visual design for the portal.

Services Provided

User Interface Design, Visual Design, Audience Profiling, Persona Development, Interaction Strategy

Methodology/Solution
Catalyst first conducted a series of contextual interviews with physicians around the country to better understand why or why not they might be inclined to visit a Big Pharma portal. We also studied site traffic patterns and queried Lilly executives closely regarding visitors to Lilly Connect. Finally, we did a competitive review of other sites on which physicians spent a lot of time. Based on our investigations, we began an audience profiling exercise that identified personas for a variety of distinct types of site visitors - ranging from doctors who are part of Lilly's advisory board, to those who spend a great deal of time lecturing and consulting, to primary care physicians. We also developed insights into the nature of offline sales techniques that were relevant to web activity. This allowed us to evolve an information architecture, UI design and visual design revolving around a specific kind of personalization strategy that would reinforce the relationships Lilly was cultivating with each group via its sales force.

Benefits

• Closer, codified connection between sales force efforts and web-portal function.

• Understanding that key physician audiences would peruse promotional information - if they could also easily access drug and healthcare data that mattered to them.

• Site structure and visual design that enabled flexible promotional environments, personalization, and better experience - subsequently borne out by third-party usability testing.

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