Pfizer
I led UX on merging Pfizer’s branded and unbranded IBRANCE sites, 100+ pages, into one destination that stayed within FDA fair balance rules. Visits rose 107% quarter over quarter.
- Role
- Associate Director of User Experience
- Team
- Copywriter, 2 UI Designers, Data Analyst, PM, Account
- Engagement Length
- 1 year
- Tools
- Axure, Sketch, GA, Hotjar
- Pfizer
- IBRANCE® is the first FDA-approved medication in its class. IBRANCE is a targeted therapy known as a CDK 4/6 inhibitor. It is not a traditional chemotherapy. Taken in combination with certain hormonal therapies, IBRANCE works to put the brakes on cell growth in both healthy and cancer cells. This helps slow the progression of cancer, but it can also cause side effects, some of which are serious.
Problem
Pfizer had two sites for the same metastatic breast cancer (MBC) audience. The branded site covered efficacy, access, financial support, and side effects. The unbranded site offered inspiration and support for living with MBC: 100+ pages of author stories, blog and video posts, and lifestyle content. FDA rules kept branded and unbranded content from being presented as one.
Outcome
The merged site met the FDA’s fair balance rules, worked on every device, and showed the full IBRANCE value proposition in one place.
- One destination made the media buy more efficient.
- Unbranded content now lived on the brand site, shortening the path to the brand.
- Fewer sites meant less for patients to navigate.
- Keeping the community’s unbranded name helped patients feel part of an exclusive, supportive group.
- increase in visits quarter-over-quarter
- 107%
Why are we doing this?
Business Side
Help patients start a proactive conversation with their doctors and ask for IBRANCE with confidence.
Make sure patients understand the full value of IBRANCE.
Customer Side
Patients are overwhelmed by information, especially right after diagnosis, and struggle to find answers to specific questions.
Even when they like the content, the many kinds of support (patient programs, financial assistance, brand ambassadors) are hard to navigate.
Discovery
I audited both sites to map every content type, catalog every drug claim, and check that fair balance was respected. With the strategist and account lead, I pushed for a client workshop to put stakeholders in their users’ shoes.
Workshop
In the workshop, card sorting and design thinking exercises had stakeholders define the information architecture and goals together. We left with a structure that reflected both business objectives and user needs.
Taking advantage of existing content
Merging sites is a big job, but it also means content you can reuse. With the sitemap approved, I mapped existing RC-approved content to its new home, flagged where new content was needed, and modernized the rest.
Test, Test, Test
Once the client approved the first wireframes, I turned the full mobile and desktop set into a clickable Axure prototype for remote user testing, to check the approach with real users.
Would you like to see the prototype in action?
Please use the password: sergey
Review the prototypeWorking with Design
With the UI designers, we defined three levels of CTA loudness (Scream, Speak, and Whisper), reusable components, global elements, and an animation library, so the site behaved consistently on mobile and desktop.
Improving the team's efficiency
I moved handoff from annotated PDFs to JIRA epics and stories, to cut the hours spent in meetings decoding PDFs, make QA easier, and give the offshore developers clearer direction.
Measuring success
Visits rose 107% quarter over quarter. Mobile engagement stayed lower, as expected for an audience that prefers to do product research on larger screens. Hotjar heatmaps, with data anonymized under Pfizer’s privacy rules, showed how people used the new pages.
