novoMEDLINK.com Redesign: Redefining HCP Experience

Managed by Novo Nordisk’s Owned Channel Strategy (OCS) team, novoMEDLINK™ is an award-winning customer website portal for health care professionals (HCPs) with personalized and informative resources. The site spans six therapeutic areas: diabetes, obesity, growth disorders, rare bleeding disorders, MASH, and rare renal disorders. Since its launch five years ago, the site has provided HCPs with the product information, resources, and support they need for prescribing treatment.

As omnichannel needs evolved, the OCS team identified three key challenges: complex navigation, too many clicks to reach relevant content, and hard-to-find branded content. A focused UX strategy was needed to streamline, personalize, and optimize the experience. The result was more than an update—it was a reimagining of what a best-in-class pharma hub can be.

To inform the redesign, the team and two agencies audited 40 competitor and best-in-class websites, explored five years of metrics, and conducted numerous conversations with HCPs and brand managers. Foremost among the objectives was to redefine the standard for pharma HCP portals by delivering a seamless, intuitive, personalized experience. Other objectives included providing hub-level content, fortifying therapeutic area content, delivering access to 22 “brand pro” websites, improving navigation, and empowering brand managers with flexibility.

Enhancements included: a navigation overhaul, new hub-level content for samples and the product portfolio, reformatted ISI placement to improve usability, new cross-therapeutic pages, and personalized carousels surfacing clinical resources by therapeutic interest. Flexible layouts offered brand managers more control while maintaining compliance.

The launch was met with overwhelmingly positive responses. Conversions increased 13.6% over the previous three months, traffic rose 66%, and views per user grew 122%. Users are going deeper, viewing more pages, and further increasing conversions. Technical enhancements decreased page load time by 40%, supporting SEO and improving SERP rankings. These metrics strongly indicate the user experience has significantly improved, helping HCPs more easily find the content they need to support patient care.

The redesign was a sustained, cross-functional effort spanning 18 months. Early and consistent collaboration with regulatory, medical, and legal partners minimized duplicative updates and preserved budget, enabling customers to access the site’s features sooner and with greater efficiency.