HCP Portal Audit: Building a Roadmap for a Better HCP Experience

ClientTop 5 Pharma Company

Location

USA

IndustryPharmaceutical Manufacturing

About the project

The US medical information team of a leading global pharmaceutical company wanted to better understand how effectively their HCP portal supported physicians and other medical professionals in accessing scientific information. To support this initiative, the company partnered with us to conduct a comprehensive HCP portal audit, focused on identifying usability, content, and technical improvements that could enhance the portal’s effectiveness as a medical information hub.

The Challenges

The portal contained valuable scientific resources, but the team wanted to check if:

Healthcare professionals could quickly find the medical information they needed

The portal structure and navigation matched how HCPs search for information

The content formats available aligned with HCP preferences

The portal included the tools and engagement features expected from modern medical information platforms

The Objectives

Assessing the portal across key experience, content, and technical dimensions

Identifying friction points that could impact how HCPs access medical information

Evaluating whether the portal provided the tools and features expected by healthcare professionals

Identifying technical and SEO improvements that could enhance discoverability

Getting a set of prioritized recommendations for improving the overall portal experience

The Approach

We conducted a structured HCP portal audit evaluating the platform across six critical dimensions:

User Experience (UX) and Design

Content Structure and Relevance

Specialized Tools and Functionalities

Engagement and Interactivity

Performance and Integrations

Search Engine Optimization (SEO)

Each area was analyzed through a combination of UX review, content analysis, technical assessment, and industry benchmarking.

Key findings

The audit confirmed that the portal already had several strong foundations.At the same time, the analysis identified several opportunities to improve how healthcare professionals discover and interact with medical information:

User experience and navigation

Intuitive overall, but slowed by extra clicks, incorrect redirects, and occasional registration errors.

Content formats and accessibility

Strong variety, but high reliance on PDFs, reducing usability and search visibility.

Personalization and engagement

Basic filtering available, but no bookmarking or customizable content preferences.

Technical performance and SEO

Good load times, but issues with Core Web Vitals and 404 errors affecting experience and discoverability.

Strategic recommendations

Based on the findings, we provided a set of prioritized recommendations, including both quick improvements and longer-term strategic opportunities.Quick improvements included:

Fixing registration and navigation errors

Repairing broken links

Improving document viewing experiences

Clarifying menu labels and navigation structure

Introducing multimedia learning formats

Developing interactive clinical tools

Enabling personalized content recommendations

Improving engagement features for healthcare professionals

The results

The engagement provided the client with a clear strategic framework for improving their HCP portal, including:

A comprehensive audit across six critical evaluation areas

Identification of high-impact improvement opportunities

A set of prioritized quick wins for immediate improvements

Strategic guidance for evolving the portal into a more effective digital engagement platform for healthcare professionals

The audit enabled the client to better understand how their portal performs today and what steps could significantly enhance its value for healthcare professionals.

Services

Evaluation criteria

Team members

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