Covidien | Marker Seven

Covidien

Creating a personalized peer-driven portal

A Fortune 500 manufacturer of medical devices and supplies that are engineered to create a safer environment for both patients and healthcare providers

Pharma different devices

Brought in by the agency-of-record, we were asked to develop and build a custom web portal for health care professionals on Peripheral Vascular Disease with robust reporting on interactivity that internal staff could access and manage. Without the benefit of our full-scope approach, the project had been abandoned by the previous development team just weeks before launch.

Marker Seven reviewed the work in-progress and realized that to meet the client’s business goals, we would need to rethink the design and architecture. We redefined the project parameters and delivered a custom product with a personalized logged-in experience for over 20 user types and custom report integration that allowed the internal team to track and measure engagement and sales efforts.

Marker Seven Services

Experience & User Interface
Experience design
Information Architecture
Technical design
Multi device responsive design
Interface design

Digital Products
Websites
Custom Applications
Productivity Tools, Business Solutions, CMS, CRM

Measurement
Product Performance Measurement and Analysis

Our Work

Technical Evaluation

As the technical partner to another agency, our primary focus was providing guidance for the digital plan and identifying potential issues in turning the client’s vision into reality. There were several complex features that we determined the technical viability of specifications for before executing. One was an LDAP integration with their internal authentication server. This enables a single login for internal users using the same credentials as their Outlook account. For external users, we built a sign-up and registration process that allows sales staff to invite a customer user, verify their information, and grant customized access by role.

Need Collateral With That?

One feature we developed is a full end-to-end collateral printing service using a third-party printing service and API. Nurses, clinics, and doctor’s offices want to select and order exactly the collateral they need and either send directly to clients or as inventory for themselves. This feature allows them to click and review collateral as PDFs, put them in a shopping cart, select a list of users to send it to, and specify a delivery method. The order is then sent to the printer for a quote, timeline, and delivery after which the customer can login to accept and pay for the order via Stripe.

A Global Rollout

To support a global rollout of the portal, we identified the internal operations that would be required to support both Spanish and Korean language versions of the portal. We described a variety of implementations using pre-translated messaging, on-demand translation via a tool, and administration by a native speaker with a medial background to moderate the forums. The last option meant a different person for each local usage of the languages to account for variations in meaning. Surfacing the cost, probability of error with automatic translation with complex medical terminology, and the likelihood of available translators helped Covidien understand what providing international portals would entail.

Personalized Views

We identified over 20 different user roles between the internal and external players, the different diseases and treatment technologies. Each user workflow was highly complex so using Drupal as the development platform allowed us to provide contextual views based on each user role. To enable administrators to help other users, we created a masquerade feature which allows them to mimic another users’ experience to help troubleshoot any issues they might have. We also customized the admin theme to client specifications, making it user-friendly and including a wizard for easily creating new content.

Tracking The Top Performers

A critical component to the company’s success is helping health care professionals get the best information about treating Peripheral Vascular Disease. The community we built gave people an opportunity to ask questions and share knowledge with peers and generate collateral for distribution. Internally, it’s important for the Sales Manager to be able to identify which of their sales team has the most engaged users and for those sales people to be able to tap those users as potential Key Opinion Leaders (KOL).

We integrated and customized an in-app analytics module utilizing HighCharts, a third party charting library, and gave the Sales Manager the ability to create a hierarchy of their sales team, access contextual views based on the structure, and analyze the most active users by sales rep as a key performance indicator.