Univadis is a free online medical content platform providing news, tools and education to HCPs (healthcare professionals).
In October 2016, our agency won the pitch and were tasked to improve Univadis image and communication strategy in China.
We implemented 3 digital solutions within 5 months: a new Registration Page, a Smart Search and a Chatbot.
Launched on March 2017 in China.
Agency: Fred & Farid
On this project I had to wear many hats as I worked as an Account Manager, Product Manager and UX designer.
I worked closely with two Digital Producers to ensure a smooth coordination and collaboration between 3 development teams across France and China.
(In the below case study, I intentionally omitted some details or strategy content to comply with my NDA.)
How to rebrand as a modern, interactive and relevant platform for busy HCPs?
No change on the brand website.
No research budget :(
Limited budget and time (<6 months).
REDEFINING BRAND MISSION
We want to be referred as doctors "trusted info partner"
How to become the go-to platform for clinical education?
RESEARCH & FINDINDS
WHO ARE OUR USERS?
2 types of HCPs, different content need:
We had to focus on solving usability issues on mobile only.
Univadis has 2 digital touch points: Website and Mobile (WeChat). Since we were not allowed to change the website, we focused our energy on brand Wechat Official Account and here is our diagnosis:
How to satisfy both set of needs while maintaining a user-friendly platform?
"Ideas are cheap, execution is everything."
WE DESIGNED 3 DIGITAL TOOLS
(launched in China in 2017)
A modern & simplified registration page to facilitate access to Univadis.
Search through 20,000 professional articles in one click.
Yibao 医宝, Your Trusted Medical Info Partner
+53% increase of brand WeChat account followers.
+56% increase in registration.
Thanks a lot for reading.