When Invivoscribe came to my company, they were in strong need of a rebrand. Invivoscribe wanted the site to appeal to not only pathologists but also physicians and patients.
Specifically, they wanted patients who had been recently diagnosed with a blood disease to understand that there were genetic marker tests available to them that their physician might not know about.
After meeting with the founder and CEO Jeff Miller, and touring the Invivoscribe headquarters in San Diego, I began to research and conceive what a new Invivoscribe website could offer their existing customers (mainly pathologists and small regional labs).
Beyond pathologists, I had to think about patients and families of patients. Patients were now researching on their own, upon receiving a diagnosis, and Invivoscribe had much to offer in the way of information for patients and general practitioners.
Initial Research – Their tests save lives
One genetic marker test and your prognosis could dramatically improve, literally a life and death situation. Dr. Miller had explained the hurdles in the medical world, namely a ten year adoption rate for new discoveries. Physician’s schedules were simply too busy to keep up with the massive advancements in the biotech and genetic world. Patients were seeking treatment options online, and asking their doctors to give them a particular genetic test. But doctors needed more to go on than, “I read this on the internet.”
I created four user personas: one for pathologists at labs, another for an independent or small group physicians, and one for a family member or patient diagnosed with a blood disease, and one for a pharmaceutical company looking for partners in companion diagnostics.
I worked with my teammate Axel Muench to redesign their logo, select a color scheme. In the process of redesigning the Invivoscribe brand we also redesigned many of their product brands and other companies including LabPMM and AML Alliance. Once the website concept and logo design was finalized, we worked on a redesign for various marketing materials including stationery system, test boxes, and templates for white papers and lab order forms.
Information Architecture for the Website
I began with a website architecture, conceiving an ambitious but necessary expansion that would cover a lot more detail than their current website had.
The header navigation addressed the needs of existing customers—pathologists, regional labs and global distributors with a link to their online ordering system (also rebranded).
The main navigation was segmented into four sections. The Products & Services menu provided alternative ways to find Invivoscribe’s products that addressed the needs of the various user types, namely physicians and pharmaceutical companies. The Science menu provided information for physicians and patients to gain a better understanding of how Invivoscribe’s tests can improve prognosis by tailoring treatments based on a patient’s genetic makeup. The Development menu provided information for labs and pharmaceutical companies to learn more about Invivoscribe’s patents and development opportunities. The Company menu provided a much more in depth look at Invivoscribe, which included new pages for their commitment to excellence and their contribution to the community.
The Quick Navigation. I created a separate quick navigation for patients and physicians in the left gutter—a resource center of the medical conditions (doctors) and diseases (patients) that Invivoscribe’s tests supported. I researched and wrote these sections, including some handy information sheets patients could print and bring to the doctor. The missing link doctors would need when a patient discussed the tests available for their particular condition.
Entire Website. The entire website was set up on a Java-based enterprise content management system. I setup the sections and subsections of the website, organized the assets and set up user roles for future content management by Invivoscribe’s team.
Within six months of launch Invivoscribe partnered with Novartis. Within one year of launch, they saw a twenty percent increase in test orders.
Invivoscribe continued to hire me for multiple projects, as their marketing needs grew. I wrote and edited press releases for the partnership with Novartis and various product announcements. I went on to consult, design and manage the development of genetic testing management software. The website was live from 2011 through 2015. The website won two awards for my company, Specto Design, including a 2011 Davey Award and a 2011 WMA Web Award.
“I actually felt somewhat constrained in being allowed to only select three great attributes to describe Marla’s company and her expertise. She and her partner, Axel, have done a phenomenal amount of quality work for our companies. Her ability to independently run with the ball, coupled with her company’s internet based resources for managing versions of drafts and copy is really amazing. She is never too busy to respond in a timely way to requests for modification and updates of work she is performing for us. We are very pleased with the return on our investment from this highly competent and talented group.”
Jeff Miller, Ph.D.
Chief Scientific & Chief Executive Officer at Invivoscribe