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Enhancing Viewing Depth and HCP Retention on Medical Portals for Healthcare Professionals

AI ASSISTANT

Main challenge

An international pharmaceutical company created an educational portal for healthcare professionals (HCPs), where the technical platform was unified across all countries and supported by a global development team. Over time, the portal expanded significantly, which, on the one hand, reduced its technical performance, and on the other hand, made it difficult to resolve this issue, as any code changes required adjustments at the global level. Additionally, user navigation on the portal became more complicated. As a result, some of the users attracted through marketing campaigns unfortunately dropped off during their initial interaction with the portal.

The winning formula

As this was an additional solution, its integration did not require any changes to the global platform’s code.
The AI Assistant provides fast, context-aware access to educational materials and product information, along with multilingual support.
As the AI assistant technically operates independently from the main site, it provided users with quick access to relevant information within seconds. This ultimately led to increased subscriptions, registrations, and higher user return rates.
The AI Assistant collects user feedback, enabling continuous improvement of the portal’s content based on audience insights.

Future development plans include

Adding the ability to process images, audio, and video, delivering interactive and relevant content based on user queries, further enhancing engagement.
Integrating additional data sources, such as clinical guidelines, and providing HCPs with seamless access to these resources via the chatbot.
Introducing an expressive avatar with realistic facial expressions and a natural voice, making interactions more engaging and intuitive compared to traditional search interfaces.
The Avatar can serve as a personal tutor for the portal’s educational content, offering deep immersion when needed.

Achievements

Reduced the time needed to find critical information by 71%, allowing HCPs to work more efficiently.
Bouncerate improved from 69% to 42%
One in five users engaged with the chatbot during their search on the portal.
Improvements in, search capabilities, and AI support led to increased time spent on the portal, with users exploring both product information and educational content. This significantly boosted overall engagement and trust in the platform.
Sales and marketing teams gained access to valuable analytics, enabling them to plan and develop educational content and key messaging tailored to user needs.

Takeaways

Sometimes, the key to success lies in finding smart ways to maximise the potential of global platforms.
It is also essential to recognise that companies vary in their readiness to adopt AI solutions. When needed, we provide training for IT teams on the specifics of developing and implementing such systems.