Most clinical research organizations market their clinical trials to doctors. IQVIA also reaches out directly to potential participants through advertising campaigns and dedicated websites.
Audience
Patients and caregivers searching for treatment options
Healthy people interested in paid research
People responding to ads looking for clinical trial participants
Role
Information architecture | User flows | Content strategy | Visual design | Interaction design
The existing ClinicalResearch.com website has a lot of articles about health. However, from reviewing the Google Analytics data, people visiting the site are not interested in reading these articles. They want to find a clinical trial. The search functionality on the site did not make it clear which trials were most relevant for the patient. Patients could not choose to expand their search beyond 300 miles. Interviews done by the research team uncovered that some patients were willing to travel across the country to get treatment. People wanted to be able to keep track of their health and the health of the people they are taking care of.
Later research done by a separate group uncovered the same finding: potential participants want to save their information and come back to it later. Patients also want to know that they are sharing their information with a trustworthy source.
Profiles
We created a profile completeness metric to encourage people to add more information to their profile. If we had asked for all of their details when they created an account, they would have been more likely to abandon the process completely. Most people were coming to the site through mobile devices so we prioritized the mobile design.
Results
Focus on clinical trials instead of generic health articles
Ability to save information about their health
Recommendations for relevant clinical trials