How We Helped a Life Sciences Brand Make Their Patient Support Experience Actually Work
A data-backed deep dive into friction, drop-off, and what it actually takes to support patients online.
The Situation
A global pharmaceutical company launched a redesigned support site for one of its most widely prescribed therapies.
The aim: simplify access to financial assistance, educational tools, and nurse-led services for patients managing a chronic condition.
But post-launch behavior told a different story. Enrollment flows stalled. Drop-offs were common. Mobile conversions were underwhelming. Something wasn’t working—and no one could quite pinpoint why.
That’s where we came in…
What We Did
We translated business goals into measurable outcomes through three diagnostic lenses:
Volumetric: How much demand is each journey generating?
Efficiency: How well are users progressing through those flows?
Usability: Where is friction causing drop-off or confusion?
Using GA4, BigQuery, and a custom tagging schema, we evaluated behavioral signals across:
Financial support eligibility and application steps
Enrollment paths for additional support programs
Educational content usage
Click/tap behavior, scrolling, and path reversals
We then layered this quantitative analysis with UX heuristics and qualitative patterns—delivering a full-picture view of how users interacted across devices.
What We Found
Friction in Program Flows: Patients frequently dropped off midway through eligibility checks due to ambiguous steps and inconsistent CTA logic.
Misleading Navigation Language: Labels related to cost and coverage drew users in, but didn’t deliver relevant content—causing rapid exits.
Buried Benefits: Support features like nurse coaching and self-administration training were technically present—but difficult to find or reach without multiple interactions.
Mobile Gaps: Tap targets were small, CTAs weren’t consistently linked, and layout hierarchy didn’t reflect mobile behavior patterns.
What We Recommended
Rebuild Program Flows: Split eligibility and activation into clearly defined steps with persistent guidance.
Clarify Navigation Language: Update site labels to reflect what users actually expect based on search behavior and UX testing.
Elevate Human-Centered Content: Make high-value support services (like nurse access and coaching) visible earlier in the experience.
Mobile-First Redesign: Anchor CTAs, improve accessibility, and simplify inputs for better conversion on mobile devices.
Every recommendation was rooted in data—and prioritized for real-world impact.
The Outcome
While we can’t share exact performance metrics, here’s what we can say:
Our recommendations were incorporated into the client’s roadmap across design, content, and analytics.
Teams gained clarity and alignment on what mattered most.
Our measurement framework laid the groundwork for future testing and iteration.
The result? Fewer barriers between patients and the support they need.
Why It Matters
In healthcare, a confusing user experience goes beyond frustrating into “risky” territory. It can significantly delay access to care, increase abandonment, and undermine the already limited support systems patients rely on.
We help brands cut through that friction. With data, with clarity, and with a process that connects digital behavior to human outcomes.
Curious what’s happening on your site when no one’s watching? Let’s take a look.
