Allergy Insider
Background
Allergy Insider is the patient and healthcare professional facing brand for IDD (Immunodiagnostics Division) of Thermo Fisher Scientific.
Originally, these two different users, Patients and Health Care Professionals, had to navigate to separate microsites to differentiate the two users, but this was confusing and created a disparity of information that created more work to manage from the central business unit and authors.
Design Brief
To generate awareness of available blood testing for allergy and autoimmune disease states, it was important to empower patients to engage in a two-way conversation within a doctor's office.
A Patient needed to be able to visit this site to learn about allergies and autoimmunity, underlying causes and ways to mitigate or reduce overall condition.
The Solution
We redesigned and developed a new user experience that catered to Patient and the Health Care Professionals in one unified site. Adapting to their updated marketing strategies, this would prioritize the Patient in the overall brand identity while surfacing information for Doctors in a dedicated menu; Clinical Resources Menu.
This lead to more patients and clinical professionals asking for and implementing blood testing that Thermo Scientific offered; ImmunoCAP for Allergies and EliA for Autoimmune diseases.
Highlights
Navigation
Clinical Resource Menu
This custom navigation project featured an interactive widget that would dynamically adapt to the content on screen at different stages of the user journey for clinical professionals. This final design and implementation struck a balance between being prioritized visually, but still being clear to users who the information would be relevant to.
By guiding Patients and Doctors to pertinent information on identifying allergies and disease states and establishing confidence that there are steps that can be taken to gain more insight to ultimately take measures to improve their condition, the goal was that both users would advocate for the use of ImmunoCAP or EliA blood tests in their approach to evaluation and treatment.