Award Winning Health Care Website Design

Owned and managed by Novo Nordisk, novoMEDLINK™ is a customer website portal for healthcare professionals (HCPs) offering personalized and informative resources. The site spans six therapeutic areas, including diabetes, obesity, growth-related disorders, rare bleeding disorders, MASH, and rare renal disorders. After conducting an industry audit of 40 competitor and best-in-class websites, three key challenges with the existing website were identified: complex navigation, too many clicks to reach relevant content, and branded content was hard to find due to required elements. After five years, the site was ready for an innovative refresh to improve the user experience. The result was more than an update, however—the project proved to be a reimagining of what a best-in-class pharma hub can be. Compliance and flexibility were achieved by rethinking the interaction of safety information, banners, and layout, creating a more intuitive structure that improves access to essential information across all 22 HCP-facing “Brand Pro” websites hosted on novoMEDLINK™. Enhanced and consistent user experiences are supported through flexible layouts made possible by reorganized content, restructured navigation, dismissible banners, and user-initiated, partially collapsible important safety information. Innovation is reflected in personalized landing pages and site-wide customization that now enable faster access to therapeutic-area-specific content, while content carousels offer tailored content delivery based on users’ interest with best-in-class functionality. A better experience was delivered through a cleaner, more intuitive content structure needed to ease site navigation, with an overhaul that more clearly delineated content and included a partial navigation menu takeover with an Apple-inspired blurred background to better ground users in the experience. The result: in just three months following launch, the redesigned novoMEDLINK™ was already transforming how HCPs engage with the site, including a 66% bump in traffic, 2x more pages viewed, and a 14% increase in conversions. Together, these metrics strongly indicate that the user experience has been significantly improved as a result of the redesign—evidence that healthcare professionals are more easily finding the content they need to better support patient care.