ProAir® HFA Usability and Search Update 2011
The Star Health team gave the ProAir® HFA brand site a thorough overhaul in 2010. We used our modest budget to modernize the look and functionality of the site, and to greatly expand the content presented. Our efforts paid off as we saw a 58% increase in traffic year-over-year (vs 2009), coupled with a sizable decrease in cost per visit.
Our 2011 plan was to improve usability and engagement metrics while refining content per brand objectives and search trends. We will have some idea of the effectiveness of the update by the end of the calendar year. The images below are accompanied by brief descriptions that should illuminate our approach to this project.
Our 2011 plan was to improve usability and engagement metrics while refining content per brand objectives and search trends. We will have some idea of the effectiveness of the update by the end of the calendar year. The images below are accompanied by brief descriptions that should illuminate our approach to this project.
A few notable changes here: We reduced the height of the main graphic to increase the chance that desktop/tablet visitors will get a glimpse of the home page content. The three prominent badges direct our guests to the most sought-after content areas on the site. We also replaced a typical image rotator with the "blade" setup shown here - each of the blades elaborates further on the same key point—in this case the "Breathesburg" game.
This is the second "blade" on the "Breathesburg" home page view. Here we provide important visual cues as to the nature of Breathesburg.
Two interesting things here: First, this is a different home page state - there are a total of 3 iterations that are served at random to visitors. Data on visitors' behavior will inform changes to creative and weighting of these 3 states. Second, RED (Ready Every Day) Alerts is promoted here. This is basically a reminder program — most useful for patients with EIB, who should use their inhaler before exercise.
This is the 3rd of 3 home page states. The messages here are product differentiators for ProAir® HFA vs. other rescue inhalers. Also of note, we took this opportunity to refine our navigation scheme — we improved clarity and search value of labels, and made the functionality more elegant.
This is a screenshot from the Breathesburg game. This is a Flash game with a central maze/exploration mechanic, coupled to multiple mini-games (whack-a-mole, word search, puzzles, matching games). This went live in Q4 2010; we have observed excellent engagement metrics (3+ mins. on page) and we are featuring the game more strongly on the site. This game was mentioned favorably in the 2011 Med Ad News agency issue. I developed the concept; my team hit a home run in terms of interaction design and information design.
Here's a little more information on the RED Alerts program. RED Alerts is a modest entree into the medication adherence game. Adherence is an important issue for patients with EIB, who use ProAir® HFA preventatively. You can also see Jo "Supernanny" Frost, celebrity spokesperson for ProAir® HFA and the EIB Active PR campaign. Teva's PR Agency, Medical Dynamics, solicited name ideas for the PR campaign from partner agencies; EIB Active was my contribution. I was quite flattered that it was chosen.
This is the Breathesburg activity book, distributed via Teva reps to pediatricians' offices in the US. It's unbranded but drives to Breathesburg.com, which of course takes visitors to the Flash game. Reviews have been positive – docs and office staff are glad to have something on hand to help keep kids busy in the waiting room – and traffic to the Breathesburg game on the brand site has increased dramatically. We anticipate a full roll-out of the activity book this fall.
