Background

Our client manufacturer and markets a blood test designed to diagnose and manage food and respiratory allergies. This test helps healthcare providers develop plans for symptom relief and reduces the need for over-the-counter medications like Zyrtec, Allegra, or Claritin. Patients were generally unaware of alternatives to these medications and depended on them for symptom control, as Thermo Fisher's marketing efforts had primarily targeted laboratories. However, the company recognized the need for a more engaging online presence to compete effectively with pharmaceutical companies and offer patients a better option through blood testing and allergy management.

Solution

Initially focused on marketing to laboratories, our client shifted its strategy by launching AllergyInsider.com in late 2019. This website aimed to educate patients and caregivers about the availability of a blood test that could help them manage allergies more effectively, reducing the need for unnecessary medication. Although the initial site offered valuable information, data showed that visitors were not fully engaging with the content or discussing the option with healthcare providers.

In early 2022, they introduced AllergyInsider 2.0, featuring enhanced interaction points and a clear value proposition throughout the user journey. The revamped site also offered varied content consumption options tailored to different stages of the user journey. These improvements were based on data analysis and implemented as part of a continuous improvement cycle.

Conclusion

Engaged visits increased by 26% from 2021 to 2022 following the site's optimization.

• Bounce rate decreased by 26% over the same period.
• Year-over-year click-through rates rose by 72% due to the new "Get Tested" experience.