Wyeth - Haemophilia Life

Cimex has developed a website which uses cutting edge Flash video technology to lead users to haemophilia information in an engaging and immersive way.

Brief:

To create a website that is a definitive resource on haemophilia and support the launch of new generation of treatment. The website had to be aimed at patients, their families and healthcare professionals, and also the general public looking for information. It also needed to provide both educational and promotional content, with promotional content being aimed solely at Healthcare Professionals (HCPs).

Solution:

The new website is presented in a logical and easy to use fashion, with characters telling their experiences that users can relate to. Core audiences targeted include haemophiliacs and their families, the general public, Wyeth haemophilia patients and HCPs.

The main site contains information about haemophilia, treatments available and living with the disorder. While the haemophilia information and product detail was written by an external specialist agency, Cimex developed a series of scripts for the interactive actors on the homepage, all of which were inspired by interviews with real haemophilia sufferers.

Flash technology invites users into the experiences of a family telling their personal stories of living with haemophilia, showing different viewpoints and issues of different family members. This video content then leads nicely into the main content of the site which covers a broad range of issues identified through user testing as being required by users. There is also specific information about Wyeth products for Wyeth patients, with more in-depth information for HCPs.

Providing a wide range of valuable information about the disorder and living with it, the new website shows other peoples experiences of living with haemophilia (be it a haemophiliac, family member or friend) that they can relate to. This is important as typically those affected by haemophilia don’t know anyone else in the same situation.

As part of the development of the website, Cimex carried out two rounds of user testing with patients, their families, GPs and specialist physicians and nurses. Firstly, there was a series of requirements gathering interviews to enable us to understand the needs of the users and how they would use such a site. Then following development of the site architecture, there was user testing on the wireframes which enabled us to test the concepts further and helped ensure the solution developed was intuitive, met expectations and that the designs were appealing to the audience.

For healthcare professionals, the website provides more in-depth information about Wyeth haemophilia products (BeneFIX and ReFacto) and further information about haemophilia resources, guidelines and teaching materials. Information is quick and easy to access for HCPs which have little spare time, providing information and tools to help them in their work.

Tags: Consulting & strategy