Information portal for doctors combining training, drug information, and decision support.

Novo Nordisk is a global healthcare company, founded in 1923 and headquartered in Denmark. It is the world’s number one producer of insulin and a key developer of diabetes treatments.

Rethink developed an information portal for healthcare professionals, uniting all of Novo Nordisk Estonia’s communications and expertise in one platform. The solution strengthened the company’s relationships with doctors, streamlined the delivery of training and product information, and improved overall communication efficiency.

Challenge

Novo Nordisk’s usual way of working, meeting doctors in person and introducing new medicines face to face, was no longer sustainable. A digital solution was needed to maintain connections with healthcare professionals and provide them with up-to-date information necessary for their work

A few years later, the focus shifted to increasing engagement and enhancing functionality of the platform. The aim was to make important information easier to find and the platform more intuitive, ensuring it supports doctors’ work as efficiently as possible.

Solution

Rethink created an information portal for healthcare professionals. It replaced in-person meetings during the crisis and later grew into a platform that helps doctors work more efficiently and stay up to date with the latest scientific information.

First phase (2020–2021):

• In cooperation with doctors, we thoroughly examined what kind of medicine-related information they need, which information is critical for their work and how they usually access such data. Based on these insights, we designed the portal’s content and information structure.
• During the prototyping and UX design phase, we combined user feedback with the client’s business and strategic goals.
• We tested the solution with doctors, improved usability and functionality, and supported the development partner in building the application.
• We used the WordPress platform to make the solution flexible and easy to manage.

Further Development (2024–2025):

• We carried out new interviews and usability tests to understand doctors’ changing needs, workflows, and information habits.
• We mapped out the pain points in finding information and identified which content and functionalities provide the greatest practical value for them.
• We improved the information architecture with a clearer structure that gives faster access to essential drug information, saves time, and makes content easier to find.
• Through design, we highlighted priority topics and improved both the search function and the logic of event management.
• All new features were delivered through full IT development.

Results

• Smooth, logical, and intuitive user experience for users with different levels of digital skills.
• Information architecture aligned with users’ workflows, enabling faster access to critical information.
• Comprehensive IT development and system optimization to ensure stability, scalability, and security of the portal.
• A digital platform that strengthens Novo Nordisk’s position as a trusted and effective partner for healthcare professionals.

Numbers

• Traffic acquisition: Achieved 175% growth following further development in 2024–2025.
• Engagement indicators: All engagement metrics have improved (page views, user engagement, scroll, session start clicks, etc.).
• Time spent on site: The average time spent on a page has nearly doubled, increasing from 2.5 minutes to 5 minutes.