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Hepatic encephalopathy (HE) is a chronic complication of the chronic liver disease cirrhosis that causes a variety of mental and physical symptoms. Patients with HE often go through a difficult cycle of remission followed by recurrence due to a lack of and/or weaknesses in first-line treatment options. Without treatment, HE can cause permanent cognitive damage.
The target audience includes all healthcare practitioners, including general practitioners, neurologists, hepatologists, and gastroenterologists in the U.S. These HCP groups are typically extremely busy and require an efficient experience accessing information, guidelines, and patient access materials.
The website was updated to reflect the campaign messaging and elevate the conversation around the new guidelines. The site was designed to be an engaging conversion engine, and give HCPs sufficient information on the criticality of continuous HE treatment and Xifaxan’s core benefits to drive product trial.
By creating an improved user experience and an interactive visual design, we wanted to accomplish the following objectives:
• Raise awareness of new HE guidelines through increased pageviews
• Increase requests for samples and rep visits
• Increase HE Living Program (HELP) enrolment (a program linking patients to a team of trained nurse experts for education and support)
Contributors:
Lead Medical Editor: |
Shu Ito |
Technical Architect : |
Liviu Balan |
Senior Project Manager: |
Adrian Chang |
Account Director: |
Martina Campbell |
Associate Creative Director: |
Brad Suisham |
Art Director : |
Stephen Crowhurst |
Web Developer : |
Jonny Andreola |
Full Stack Developer : |
Barak Gall |
VP, Strategy: |
Edwin Lee |
Group Account Director : |
Darlene Doubert |