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NYCRx Website Content strategy

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Sara Lin
Sara Lin

The document provides a content strategy for redesigning the NYCRx website. It includes conducting a competitor analysis, evaluating the existing site, and proposing a new information architecture and content strategy. The strategy emphasizes the organization's mission and programs. It recommends organizing the site around NYCRx's key programs rather than user roles to better showcase its services. Personas are identified and new content is proposed to address their needs. Deliverables include an information architecture, content outlines, and a prototype website.

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NYCRx Website Content Strategy Sara Lin UX Designer August - October 2012 1
Include ? Background information ? Goals of the redesign ? Competitor analysis ? Evaluation of existing website ? Proposed content strategy and information architecture 2
Not Include ? Usability studies ? Visual design ? Technical implementation ? Budgets and timelines 3
Background 4
NYCRx NYC based non-pro?t organization that provides a number of services to improve medicine accessibility to under-served patients 5
1992 340 Drug Pricing Program was created to offer meaningful savings to patients on their medications. However, 340B program was severely underutilized. The chief stated reason was the need for technical assistance on implementation and on-going maintenance. 6
2007 NYCRx was spun off from NYC Department of Health and Mental Hygiene with the explicit mission of expanding the use of the 340B program 7
Today NYCRx's 340B program covers safety net providers from NY, NJ, and Connecticut. NYCRx offers two new programs: discount prescription cards, and partnerships with academic institutions to conduct in-depth research into prescription access issues.? 8
Personas 9
Persona Overview NYCRx website's audience ranges from potential donors, director of a health center, to an under- served patient. Before we can addresses the problems, we need to direct identify the personas, understand the backgrounds and concerns for each of them individually. 10
Persona Research ? Consulted with Sarah and Colette ? Created questionnaire for each persona ? Analyzed case studies, content from competitor websites 11
Prioritized Personas ? Jeremy Sanford, CEO of Betances Health Center ? Penny Johns, under-served patient ? Betsy Walker, Individual donor ? Joanne McAdams, Director of Pharmacy 12
Jeremy Sanford ? Goals ? Maximize medicine savings ? Increase patient outreach ? Background ? Understand the health center is a safety net provider ? Know about 340B and other discount programs ? Concerns ? Risks and complexity of 340B compliance ? Staff training and costs of on-going maintainence ? Credibility of the service provider 13
Penny Johns ? Goals ? Minimize ?nancial impacts ? Background ? Single mother of 2 school age kids living in Brooklyn ? Gets her medicine and care at local health center ? Concerns ? Savings versus convenience ? Questions ? Which pharmacies is the discount card accepted? ? Which health center, pharmacy has 340B? 14
Betsy Walker ? Goals ? Contribute to a well rounded non-pro?t organization, more bang for the buck ? Background ? Donor active in the local community ? Have basic knowledge of healthcare policies and regulations ? Concerns ? The impact of the non-pro?t to its local community ? Backgrounds of the non-pro?t 15
Joanne McAdams ? Goals ? Maximize medicine savings ? Increase foot traf?c to the pharmacy ? Background ? Know about 340B ? Concerns ? The role of the pharmacy in the 340B program ? Question ? How to participate in the program 16
Redesign Goals 17
Business Goals ? Re?ect the full range of the organization¡¯s programs ? Flexibility in matching the right persona to the right content ? Emphasis in the organization 18
User Goals Broken down by persona 19
Jeremy Sanford ? Easily ?nd information that address his concerns ? Easily ?nd a list of other health centers partnering with NYCRx ? Find NYCRx¡¯s contact information 20
Penny Johns ? Learn about programs NYCRx offers ? Understand what she can do to take advantage of the programs 21
Betsy Walker ? Easily ?nd the organization¡¯s mission, details about each of the programs ? Easily ?nd the organization¡¯s history, funders and board of directors, contact information 22
Joanne McAdams ? Understand the pharmacy¡¯s role in 340B ? Learn about discount prescription cards 23
Competitor Analysis 24
Competitors ? Sun Rx, www.sunrx.com ? Capture Rx, capturerx.com ? Sentry Data Systems, www.sentryds.com 25
Strengths 26
Address Concerns ? White papers from Sentry Data Systems ? Q&A, resources that addresses concerns health centers and hospitals may have from Sentry Data Systems ? Pro?les of ?eld experts shown in page heroes in Capture Rx's website ? About page that shows past experiences of members of the Sun Rx's leadership team 27
Emphasize Technologies ? The technology section in Capture Rx's website ? Advertising for not just the service but the platforms built and used by Sentry Data Systems, Sentinel RCM 28
Showcase Credentials ? In-depth case studies written by partnering hospitals for Sentry Data Systems ? Pro?les of the leadership team in the about page of Sun Rx¡¯s website 29
Weaknesses 30
Aggressive Funneling The websites quickly funnel visitors down a path according to the visitor's roles, without fully introducing the mission and full range of services the companies provide 31
Emphasis on Products ? Sentry Data Systems presents two platforms, Sentinel RCM and Sentrex as software solutions to visitor's problems, without ?rst identifying what those problems are ? Similarly, Capture Rx presents Cumulus Platform as one solution for all, without offering more details 32
Content Strategy 33
Emphasis on the Organization The existing website ? Does not prominently showcase the main mission of the organization ? The programs are not used to create a big picture of what the organization does ? No information on the organization¡¯s history, funders, and leadership team 34
Emphasis on the Organization In the Redesign ? New content is created that shows the the organization¡¯s history, funders, and leadership team ? The programs will be shown to support the organization¡¯s overarching mission 35
Program based Information Architecture The existing website Site-map is currently organized by user roles. When the visitors land on the homepage, they have to immediately decide if they are patients or providers, without further context. They are then redirected onto secondary pages without seeing the full range of NYCRx's services and programs. This approach fails to present NYCRx through the full range of its programs. The donor role doesn't ?t neatly into either patient or provider roles. The donor may want to see all the services and programs before deciding to fund the organization.? 36
Program based Information Architecture In the Redesign The website well be organized by NYCRx's programs, 340B, discount prescription card, and research projects.Visitors are able to see the what NYCRx does at a ?rst glance and decide on where to go based on their own interests. 37
Address Persona Needs The existing website The existing website has basic information about 340B, but it doesn't address many of Jeremy Sanford's concerns. It also contains no information about research projects NYCRx is conducting.? 38
Address Persona Needs In the redesign New content will be created to provide more background information, bene?ts, and address each of Jeremy Sanford's concerns on 340B. A new section will be created to showcase the research NYCRx has done. The discount prescription card page will be reorganized to clearly present different ways the visitors can choose to get the cards. 39
Deliverables 40
Information Architecture Home Discount 340B Prescription Research About Card Overview Partners Case Studies Overview Project 41
Content Outlines ? https://www.evernote.com/shard/s1/sh/ bfc11e05-ec05-4130-b55c-d1ce5fc795dc/ abd0e5683dfd6f2de54eed525586549e ? The approximate length of each content item is listed to set up the right expectations for both writing and designing the content 42
Website Prototype ? http://nycrx-prototype.herokuapp.com/ ? Contents shown on the prototype are based from content given by Sarah, edited by me. Some contents in the 340B page are copied from Sentry Data System's Q&A, the 340B case study content is copied from Sentry Data System's case study PDF. They need to be edited and changed. ? The redesigned 340 partners page has no map, only a grid showing all partnering health center and pharmacies. It would be easier to maintain the map on google maps, see reference at?http://maps.google.com/help/maps/getmaps/ plot-multi.html. 43
Thank You Sara Lin swallowlink@gmail.com 44

More Related Content

NYCRx Website Content strategy

  • 1. NYCRx Website Content Strategy Sara Lin UX Designer August - October 2012 1
  • 2. Include ? Background information ? Goals of the redesign ? Competitor analysis ? Evaluation of existing website ? Proposed content strategy and information architecture 2
  • 3. Not Include ? Usability studies ? Visual design ? Technical implementation ? Budgets and timelines 3
  • 5. NYCRx NYC based non-pro?t organization that provides a number of services to improve medicine accessibility to under-served patients 5
  • 6. 1992 340 Drug Pricing Program was created to offer meaningful savings to patients on their medications. However, 340B program was severely underutilized. The chief stated reason was the need for technical assistance on implementation and on-going maintenance. 6
  • 7. 2007 NYCRx was spun off from NYC Department of Health and Mental Hygiene with the explicit mission of expanding the use of the 340B program 7
  • 8. Today NYCRx's 340B program covers safety net providers from NY, NJ, and Connecticut. NYCRx offers two new programs: discount prescription cards, and partnerships with academic institutions to conduct in-depth research into prescription access issues.? 8
  • 10. Persona Overview NYCRx website's audience ranges from potential donors, director of a health center, to an under- served patient. Before we can addresses the problems, we need to direct identify the personas, understand the backgrounds and concerns for each of them individually. 10
  • 11. Persona Research ? Consulted with Sarah and Colette ? Created questionnaire for each persona ? Analyzed case studies, content from competitor websites 11
  • 12. Prioritized Personas ? Jeremy Sanford, CEO of Betances Health Center ? Penny Johns, under-served patient ? Betsy Walker, Individual donor ? Joanne McAdams, Director of Pharmacy 12
  • 13. Jeremy Sanford ? Goals ? Maximize medicine savings ? Increase patient outreach ? Background ? Understand the health center is a safety net provider ? Know about 340B and other discount programs ? Concerns ? Risks and complexity of 340B compliance ? Staff training and costs of on-going maintainence ? Credibility of the service provider 13
  • 14. Penny Johns ? Goals ? Minimize ?nancial impacts ? Background ? Single mother of 2 school age kids living in Brooklyn ? Gets her medicine and care at local health center ? Concerns ? Savings versus convenience ? Questions ? Which pharmacies is the discount card accepted? ? Which health center, pharmacy has 340B? 14
  • 15. Betsy Walker ? Goals ? Contribute to a well rounded non-pro?t organization, more bang for the buck ? Background ? Donor active in the local community ? Have basic knowledge of healthcare policies and regulations ? Concerns ? The impact of the non-pro?t to its local community ? Backgrounds of the non-pro?t 15
  • 16. Joanne McAdams ? Goals ? Maximize medicine savings ? Increase foot traf?c to the pharmacy ? Background ? Know about 340B ? Concerns ? The role of the pharmacy in the 340B program ? Question ? How to participate in the program 16
  • 18. Business Goals ? Re?ect the full range of the organization¡¯s programs ? Flexibility in matching the right persona to the right content ? Emphasis in the organization 18
  • 19. User Goals Broken down by persona 19
  • 20. Jeremy Sanford ? Easily ?nd information that address his concerns ? Easily ?nd a list of other health centers partnering with NYCRx ? Find NYCRx¡¯s contact information 20
  • 21. Penny Johns ? Learn about programs NYCRx offers ? Understand what she can do to take advantage of the programs 21
  • 22. Betsy Walker ? Easily ?nd the organization¡¯s mission, details about each of the programs ? Easily ?nd the organization¡¯s history, funders and board of directors, contact information 22
  • 23. Joanne McAdams ? Understand the pharmacy¡¯s role in 340B ? Learn about discount prescription cards 23
  • 25. Competitors ? Sun Rx, www.sunrx.com ? Capture Rx, capturerx.com ? Sentry Data Systems, www.sentryds.com 25
  • 26. Strengths 26
  • 27. Address Concerns ? White papers from Sentry Data Systems ? Q&A, resources that addresses concerns health centers and hospitals may have from Sentry Data Systems ? Pro?les of ?eld experts shown in page heroes in Capture Rx's website ? About page that shows past experiences of members of the Sun Rx's leadership team 27
  • 28. Emphasize Technologies ? The technology section in Capture Rx's website ? Advertising for not just the service but the platforms built and used by Sentry Data Systems, Sentinel RCM 28
  • 29. Showcase Credentials ? In-depth case studies written by partnering hospitals for Sentry Data Systems ? Pro?les of the leadership team in the about page of Sun Rx¡¯s website 29
  • 31. Aggressive Funneling The websites quickly funnel visitors down a path according to the visitor's roles, without fully introducing the mission and full range of services the companies provide 31
  • 32. Emphasis on Products ? Sentry Data Systems presents two platforms, Sentinel RCM and Sentrex as software solutions to visitor's problems, without ?rst identifying what those problems are ? Similarly, Capture Rx presents Cumulus Platform as one solution for all, without offering more details 32
  • 34. Emphasis on the Organization The existing website ? Does not prominently showcase the main mission of the organization ? The programs are not used to create a big picture of what the organization does ? No information on the organization¡¯s history, funders, and leadership team 34
  • 35. Emphasis on the Organization In the Redesign ? New content is created that shows the the organization¡¯s history, funders, and leadership team ? The programs will be shown to support the organization¡¯s overarching mission 35
  • 36. Program based Information Architecture The existing website Site-map is currently organized by user roles. When the visitors land on the homepage, they have to immediately decide if they are patients or providers, without further context. They are then redirected onto secondary pages without seeing the full range of NYCRx's services and programs. This approach fails to present NYCRx through the full range of its programs. The donor role doesn't ?t neatly into either patient or provider roles. The donor may want to see all the services and programs before deciding to fund the organization.? 36
  • 37. Program based Information Architecture In the Redesign The website well be organized by NYCRx's programs, 340B, discount prescription card, and research projects.Visitors are able to see the what NYCRx does at a ?rst glance and decide on where to go based on their own interests. 37
  • 38. Address Persona Needs The existing website The existing website has basic information about 340B, but it doesn't address many of Jeremy Sanford's concerns. It also contains no information about research projects NYCRx is conducting.? 38
  • 39. Address Persona Needs In the redesign New content will be created to provide more background information, bene?ts, and address each of Jeremy Sanford's concerns on 340B. A new section will be created to showcase the research NYCRx has done. The discount prescription card page will be reorganized to clearly present different ways the visitors can choose to get the cards. 39
  • 41. Information Architecture Home Discount 340B Prescription Research About Card Overview Partners Case Studies Overview Project 41
  • 42. Content Outlines ? https://www.evernote.com/shard/s1/sh/ bfc11e05-ec05-4130-b55c-d1ce5fc795dc/ abd0e5683dfd6f2de54eed525586549e ? The approximate length of each content item is listed to set up the right expectations for both writing and designing the content 42
  • 43. Website Prototype ? http://nycrx-prototype.herokuapp.com/ ? Contents shown on the prototype are based from content given by Sarah, edited by me. Some contents in the 340B page are copied from Sentry Data System's Q&A, the 340B case study content is copied from Sentry Data System's case study PDF. They need to be edited and changed. ? The redesigned 340 partners page has no map, only a grid showing all partnering health center and pharmacies. It would be easier to maintain the map on google maps, see reference at?http://maps.google.com/help/maps/getmaps/ plot-multi.html. 43
  • 44. Thank You Sara Lin swallowlink@gmail.com 44