WORK - REAL CASE
Centralizing the doctors' journey: landing page as a healthcare hub
The First Box® - Professionals Program is a system that allows the digital release of medicines and items for starting treatment, aimed at healthcare professionals and the pharmaceutical industry.
Background
The First Box® - Professionals program did not yet have a centralized channel for communicating its information in a clear and accessible way. This made it difficult for healthcare professionals to understand how the program worked, the rules for taking participating in it and how to access the medicines release platform.
Main goal
Create a dedicated landing page, bringing together all the information and guidance at a single point, with the aim of facilitating the professional's journey and supporting their connection with the program.
Secondary goals
Clearly present information about the Primeira Caixa® - Professionals program
Centralize and integrate content related to the program into a single channel
Unify communication and access to the drug release platform
Attract healthcare professionals interested in participating in the program
Before defining the stages for building the landing page, in partnership with the PM, we held a kickoff with the stakeholders to understand the request in depth and align expectations about the delivery.
Below, some of the steps that were important to build a systemic view of the problem and create the solution:
Research & Planning
After the kickoff with stakeholders, we used a CSD Matrix (Certainties, Assumptions, and Doubts) to map what we already knew about the program, identify information gaps, and understand which areas would be impacted by the creation of the new website.
From there, we conducted interviews with the Marketing, Support, and Sales teams, which were essential for deepening the project's goals, defining the scope of content, understanding possible legal restrictions, and aligning the landing page with the company's strategic goals.
Data of product
Based on the more general and specific objectives, we analyzed how we could provide information about the program and capture leads from professionals by analyzing:
📣 Main reasons for contacting support;
❓ Recurring questions from doctors and representatives;
⭐️ Feedback received by NPS and CSAT.
After listing, categorizing, and defining all the information, we prioritized, with the help of an effort and impact matrix, what content we would deliver initially and what could be planned for future versions.
Website structure
In the first version, we added as much information as possible to the home page with buttons to help users navigate the page, avoiding redirecting them to secondary pages on the site. However, some information with more content that was not relevant was added to the secondary pages.
Wireframe
With the content defined, we structured the navigation paths and information hierarchy in medium-fidelity wireframes. After validations and user behavior analyses via Clarity, we refined the layout to high fidelity, focusing on responsiveness, visual clarity, and prioritization of the most relevant actions in the persona's journey.
Testing & Optimization
With the basic structure of the website ready, we conducted internal tests with areas directly impacted by the landing page. We also validated a version with healthcare professionals, which allowed us to identify areas for improvement in terms of understanding the information and navigation. Based on this feedback, we made adjustments to make the experience clearer and more intuitive.
The landing page was launched as the official channel for the Primeira Caixa® Program, bringing together all the information in a reliable and functional environment.
It clearly presents the program, guides professionals on how to participate, shows who the partner laboratories are, and offers a direct form to express interest.
Even with direct registration restrictions, the page managed to generate relevant connections with new professionals and strengthen the program's institutional communication.
📲 Key solutions implemented
Centralization of information
and communication channels
The website served as a single point of access, bringing together all the essential channels and information for the Primeira Caixa Profissionais program. This included details about the program, access to the platform for releasing medications, and answers to frequently asked questions. This effort resulted in a more organized and simplified experience for healthcare professionals.
Capture qualified leads
The implementation of an interest form enabled the capture of new leads. This generated a list of healthcare professionals who wanted to participate in the program, creating a valuable basis for future relationship-building and program expansion.
Program information
Targeted communication with key information about how the program works. Creation of a frequently asked questions section with the main support triggers.
The experience with implementing the new website provided practical insight into the importance of certain key points for the success of future actions:
Change management in
the user journey
The change in the healthcare professional's journey, who was now directed to the new website before accessing the platform, created an initial challenge. The frustration of some users at the beginning of the transition highlighted the importance of prior and transparent communication.
More effective advance communication
The experience with users' initial frustration reinforced the lesson that proactive communication is essential. It is crucial to notify users about changes before they happen, detailing the benefits and the new journey. This minimizes friction and ensures a smoother transition.
First version of many
This was only the first version of something much bigger. It will be adapted and transformed in future versions, always based on the needs of the target audience, the objectives achieved, and new demands that come up.