HCP Portal for oncology healthcare professionals

A global leader in pharmaceutical manufacturing wanted to enhance engagement with oncology healthcare professionals (HCPs) by developing an HCP Portal. The scope was to develop a centralized online platform that offers HCPs access to a wide range of information, tools, and services related to the company’s latest discoveries, products, and clinical research.

This pharma company faced several challenges in its traditional approach to HCP engagement:

• 01

  Fragmented and inconsistent information

  They needed to refresh and unify their web application, website, and existing platforms into one HCP Portal. Healthcare professionals struggled to find the information they needed across the company’s various resources.

• 02

  Lack of personalization

  The company wanted to provide data and resources to HCPs and the general public about how their products work, the associated benefits, and the latest discoveries in the field, as well as communicate future events. Additionally, they wanted to identify users’ interests and improve their offering, marketing, and sales communication efforts. A lot of content is added on the platform constantly but on different specialities. Therefore, the first challenge was sending relevant information to HCPs based on their area of expertise. Moving forward, they wanted to suggest content based on interests and preferences — more clinical trials, more statistics — or on their preferred type of content (e.g., video, text, audio, etc.)

• 03

  Limited engagement tracking

  The interactions between sales representatives and physicians were not properly accounted for. No coherent tracking could be done since various platforms were used (even some that were outside the control of the customer), and there was no efficient way to measure the efficacy of the campaigns or a unified customer journey.

• 01

  We worked in well-defined sprints using the Agile methodology while also ensuring we split each phase into doable chunks, with a constant overview from the client's team to ensure we were aligned and on track.

• 02

  We extended the existing content management system, created social sharing components, and improved the middleware for better search engine indexability and discoverability.

• 03

  We created a dynamic content provisioning system to deliver personalized content to HCPs and a filtering system to improve user experience and resource discoverability.

The development of the HCP portal has been a success story for our customer. Here are some concrete results generated by our work:

• 01

  Faster development times

  Due to our improvements to the software infrastructure, the delivery time for building a new brand page has significantly decreased while also increasing the number of supported users.Additionally, we created reusable components that allowed a fast, streamlined page and forum-creating process, considerably reducing the time and budget necessary.

• 02

  Improved engagement

  HCP engagement and user experience were also boosted due to the addition of advanced social sharing features; these improved the communication between medical professionals and their patients and allowed them to share helpful information while following government laws and regulations.

• 03

  Compliance and security

  The HCP portal successfully met regulatory standards, ensuring data privacy and security, which was crucial in gaining the trust of HCPs.

• 04

  Better page performance

  Due to our dynamic image rendering solution, the overall page performance was increased by 200%. At the same time, the search engine optimizations drastically boosted the discoverability of the medical information shared within the platform and the ability to rank higher in search results.