The portal was built in two phases. The first phase replaced in-person communication, and the second focused on making the platform more intuitive and efficient as doctors' needs evolved. The process started with research. Interviews with doctors helped map what information they need, what is critical for their work, and how they access it. That shaped the portal's content structure and information architecture.
Prototyping and UX design combined user feedback with Novo Nordisk's business goals. The solution was tested with doctors, usability was improved, and the platform was built on WordPress to keep it flexible and easy to manage.
Four years later, new interviews and usability tests identified where information was hard to find and which features provided the most practical value. The information architecture was restructured for faster access to essential drug content. Search and event management logic were improved. All changes were delivered through full IT development.
The results were measurable. Traffic grew by 175% following the 2024-2025 development phase. Average time spent on a page nearly doubled, from 2.5 to 5 minutes. All engagement metrics improved.
Working with Rethink was smooth and straightforward from the very start. Their entire team was able to adapt very quickly to the extremely strict regulations governing the healthcare sector and managed to provide suitable solutions that ensured all requirements were met, while at the same time creating a user-friendly, automated, and innovative solution. Their structured approach to user experience design and client interviews added significant value by providing us with insightful feedback. Today, our healthcare professionals' portal is thriving; the user base continues to grow, and we are actively enhancing the platform with ongoing improvements and new features.Kertu Margus; Marketing Manager, Novo Nordisk Estonia