Rare Disease Prescription Drug
Case Study

A rare disease company’s prescription drug website has to cater to a variety of stakeholders such as patients, health care providers, caregivers, and insurers, and create engagement through relevant content designed to meet information needs of each stakeholder. Identifying stakeholders through site visitor data and understanding how well the site is addressing their information needs, requires capturing granular visitor journey data.

We audited current tags, implemented new tags, and build custom JavaScript tracking code within Google Analytics for session and timestamped event level data collection. We analyzed this data using affinity analysis to build and profile key audience segments. This work helps optimize site experience, improve visitor satisfaction, and evaluate ROI of acquisition channels.