Novartis presented us with the challenge of blogging about psoriasis, a rare skin disease, and promoting their medically advanced treatment, without providing any information and setting lots of industry-driven restrictions. Novartis had never done any digital content in Malaysia.
As part of the content team at iProspect, I co-led a 3-week Research, Planning and Discovery phase, developing a patient journey map, content pillars, user personas, competitor analysis, editorial calendar, and sitemap mockups.
Translated Novartis's clinical and medical expertise into a content strategy built around the real patient journey, implementing content pillars that addressed patient concerns at each stage, from first symptoms to long-term management.
Developed user personas to help the client better understand patient motives and behavior. Conducted a competitor analysis to shape an effective strategy in the target market. Planned an editorial calendar to guide when, what, why, and how content was created, maintained, and promoted, to build trust and consistency with the audience.
Designed two sitemap mockups to align expectations with the client and web development agency before any code was written. Collaborated with the SEO team to produce content that drove search primacy for MyPsoriasis on-page optimisation.
The annual content plan was approved on the spot, and by January 2018, a third of that year's planned content was already drafted, a fast start that gave the campaign real momentum from day one.
The blog launched successfully, giving Novartis its first digital content presence in Malaysia. Content built around real patient search behavior grew page views from 737 to 8,524 within a year, and the site reached a 3rd-place Google ranking for 'psoriasis' by the end of 2018.
Page views within one year
Growth in page views
Google ranking for "psoriasis" by end of 2018
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