The Ask:

To develop a dedicated website for healthcare professionals to promote Breztri as a leading treatment option for COPD and provide an efficient platform for ordering samples.

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Step One: Identified UX Barriers

‍The website has several areas that could be improved to enhance its effectiveness. First, the primary goals are not weighted correctly in the conversion funnel, which could be affecting the site's ability to convert users. Additionally, the most valuable tools and resources are buried within the site's architecture, making it difficult for users to find what they need. The usability and content hierarchy could be optimized for research and discoverability to ensure that users can easily find the information they're looking for. Lastly, the site is not built with mobile as a priority, which means it may not be delivering an optimal user experience for mobile users. Overall, these areas could be addressed to improve the site's performance and user satisfaction.

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Step Two: Improve Legibility & Usability

Provide an updated responsive style guide for all typography in order to optimize legibility and significantly improve the overall experience on the site.

Avoid hiding content in accordion folders or tabs—Don’t make users work hard for information they’re seeking.

Redesign with an emphasis on mobile first since the majority of the users are visiting from mobile devices.

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Updated style guide
Focused on creating typography and color schemes that are both visually appealing and accessible to all users. To achieve this, the typography has been designed to be responsive, ensuring that it adapts well to different screen sizes. Additionally, the color choices have been carefully selected to meet AA compliance standards for contrast, making them easier to read and view for all users.

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Step Three: Defined Goals

• The primary goal is to boost the number of healthcare professionals who convert e-samples of Breztri Aerosphere into prescriptions.
• Another key objective is to assist in the overall brand goal of achieving mass adoption of Breztri Aerosphere by encouraging earlier and more aggressive prescribing.This can be accomplished on the site by developing targeted promotional strategies,  and leveraging clinical data and evidence to support the efficacy and safety of Breztri Aerosphere.
• Exhibit coverage for 160 million patients, the largest access coverage available for an Rx

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Ideation and Exploration

‍The Breztri HCP creative campaign centers around the concept of a dragon, which represents the strength and efficacy of the triple therapy offered by BREZTRI. The three colors of the dragon's flame symbolize the powerful combination of therapies in a single inhaler. By using a memorable and iconic image, the campaign aims to communicate the benefits of BREZTRI in a way that is both visually striking and easily memorable for healthcare professionals.

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The Final Product

A beautiful user-centered destination utilizing modern UX best practices, which will guides healthcare professionals (HCPs) through the BREZTRI story, drive sampling conversions, and accelerate new-to-brand (NBRx) growth. Additionally, the website is designed to comply with Americans with Disabilities Act (ADA) regulations, ensuring that it is accessible to all users and delivering an optimal user experience.

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