Awareness For Rare Hereditary Diseases​
Sanofi
Customer
6 Months
Duration
Experience Designer
Role
Employed
Context
German
Language
Objective
The objective was to promote awareness of rare hereditary diseases with targeted landing pages. Two awareness websites were developed for Sanofi Genzyme with the aim of informing doctors and patients quickly, factually and efficiently about the respective disease.
Rare diseases are defined by fewer than 5 affected people out of 10,000, which is why doctors have little to no contact with them in their everyday practice.
The concept should answer these questions, among others:
- How might we prepare information for the target group of doctors in such a way that it can be absorbed under great time pressure?
- How might we convey the characteristics of diffuse, rare diseases in such a way that they are remembered at the right moment?
- How might we clearly communicate diffuse clinical pictures in general?
Learning Path
- Synthesis of the qualitative research
- Derivation of the requirements for the websites
- Content review
- Development of the information architecture
- Development of the storytelling based on the insights
- Translation into wireframes
- Iteration of the concept after user testing
- Monitoring and logging of user testing
- General quality control
Many stakeholders within the project and strict legal requirements within the medical field were challenging for the binding adherence to timings.
The key to a successful concept here was the smart preparation of the content to make it easier for the time-sensitive target group to absorb information. Cross-reading and the communication of the most relevant core facts are specifically promoted here and supplemented with practical mnemonics.
The result was learning about the search behavior, information needs and keywords of doctors and two websites based on these findings as well as their continuous SEO.
In order to successively optimize the content further, we are constantly learning through user feedback and analytics.
