CONTEXT

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 Pagea Smart Search and a Chatbot.

Launched on March 2017 in China.

Agency: Fred & Farid

 
 
 
 

 

MY ROLE

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.)

 
 
 
 

THE CHALLENGE

How to rebrand as a modern, interactive and relevant platform for busy HCPs?  

Univadis-desktop-mobile.png

CONSTRAINTS

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:

Doctor Li is mostly looking for specialised Medical News and specific content.

Doctor Wang is looking for E-learning and basic drugs education (=Tools)

 
 

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?

 
 
 

PLANNING

"Ideas are cheap, execution is everything."

 

Before the project kick off, I made sure the Scope of Work and KPIs were well defined and created a retroplanning.

 We worked in an Agile environment,&nbsp;with fast iterations using Trello, Google Drive and WeChat.

We worked in an Agile environment, with fast iterations using Trello, Google Drive and WeChat.

 
 

WE DESIGNED 3 DIGITAL TOOLS

(launched in China in 2017)

 

REGISTRATION PAGE

A modern & simplified registration page to facilitate access to Univadis.

SMART SEARCH

Search through 20,000 professional articles in one click.

Univadis-smart-search-overview.gif

CHATBOT

Yibao 医宝, Your Trusted Medical Info Partner

 

RESULTS

 

+53% increase of brand WeChat account followers.

+56% increase in registration.

 

Thanks a lot for reading.

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