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 has never done any digital content in Malaysia.
Through a 3-week long Research, Planning and Discovery phase, I developed a patient journey map, content pillars, user personas, competitor analysis, editorial calendar, and sitemap mockups.
Implemented content pillars along the user journey. Created and delivered valuable, relevant, and meaningful content throughout the user journey.
Developed user personas to help clients have a better understanding of a user's motives and ways of interacting with the brand.
Conducted a competitor analysis to create effective competitive strategies in the target market.
Planned an editorial calendar to provide strategic directions on when/what/why/how to create, maintain, and promote content that helps consumers make informed decisions about their purchases to build brand loyalty and satisfaction.
Designed 2 sitemap mockups for blog section to define client's expectations for their validation and approval, which helped the web development agency see the site in action before any code is written.
Collaborated with SEO team to produce content that drive search primacy for MyPsoriasis on-page optimisation.
Successfully launched a blog site for MyPsoriasis to help its audience achieve their goals.
I prepared an annual content plan that was approved on the spot and finished the first draft of 1/3 the annual workload for 2018 by the month of January.
The outcome was an appealing, user-friendly and rich website, optimised for SEO performance and long-term success.
I created value-driven content that resonates with its audiences search behavior and impacts visits on MyPsoriasis site. Organically increased its page views to 11 times the previous year (8524 vs 737). By the end of 2018, the site ranked third on Google for 'psoriasis' through content.
To review an in-depth selection of my work or to discuss working together, please get in touch: