Primaxa ODT — A New Formulation
PRIMAXA ODT
The launch required a comprehensive, dual-audience web presence. The challenge was balancing highly technical clinical data for Healthcare Professionals (HCPs) with accessible, empathetic guidance for patients and caregivers. The digital experience needed to effectively address common barriers to medication adherence, such as swallowing difficulties (dysphagia) and taste aversion.
To address these distinct needs, I developed a dual-site strategy featuring a dedicated HCP portal and a complementary Caregiver site. The HCP site focused on clinical efficacy and precise dosing, highlighting data visualization like bioavailability charts. The Caregiver site utilized a supportive, educational tone, emphasizing practical benefits like the kid-friendly bubble gum flavor and the convenience of a tablet that melts on the tongue without water.
The tailored dual-site launch successfully positioned PRIMAXA ODT for its market debut. The user experience provided HCPs with the rigorous clinical data needed to confidently prescribe the new formulation , while equipping caregivers with the practical tools to manage daily treatment. Integrated request forms and clear pathways to financial assistance, such as $0 or $15 co-pay programs, further streamlined patient access to this critical treatment.
