Pharmaceutical company GSK had a brand that needed a serious update. New products weren’t represented on the site, and the entire digital footprint was not working as intended. My content strategy work on this helped the team win a Shorty Award in 2017.
My role: Content design lead, UX design partner, UX writer.
The situation
Benefiber is a dietary fiber supplement for digestive health. New versions of the product had just become available.
The complication
The old brand site was in shambles, with expiring third-party content, outdated messaging, and branding that was no longer relevant.
The brand had a new product and a new benefit, and needed to carve out a space for weight management in digestive health.
The question
How can we make this site a more holistic health resource?
The answer
With a comprehensive content strategy that shifts it from a problem/solution use-case into an everyday wellness routine that helps support good health (not just digestive health).
The process
Unlike other GSK products, Benefiber required more education to demonstrate how it works and why it’s important. As is often the case in the pharma/supplements vertical, we faced limitations with language due to supplement status.
New products on the shelves and others on the horizon required designs and strategy to accommodate them.
We used audience and search insights, creative pre-testing, and an integrated custom Google Analytics 360 implementation to elevate the new Benefiber.com.
Our mobile-first design accommodated use-cases for persona-appropriate in-store and on-couch settings while still supporting desktop usage.
Finally, we enable heightened product sales through strategic onsite content-to-commerce.
The work
We created a comprehensive content strategy the guided the visual design, user experience design, and content design. Some highlights:
The results
The work won the 2017 Shorty Award in the Health, Fitness, and Medical category.
Other results:
- +20% more coupon conversions
- +56% more average time on site per session
- 91% consumer satisfaction rate (up from 76%)
- +100% more sales from website-referral traffic to retail sites
- +300% more multi-page engagements, reducing bounce rate
- +500% more organic traffic to all product pages