Main Subject - Internet and Businesses Online

We recently were contacted by Exito Travel, a company based in Ft. Collins, Colorado that provides travel deals for passengers going to South and Central America. They needed our expertise in design, usability and search eng

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ine optimization. Their current site needed some help in these three areas. The goals for the project were to:

• Redesign with a cleaner, more modern look and feel that appeals to their target audience. Use design to driv

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

user actions like performing a flight search, or calling Exito.
• Increase leads by improving the lead generating forms.
• Create a central navigational system that considers key user paths.
• Rewrite the code

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

in order to increase organic search engine ranking.

All of these goals supported increasing site traffic, page views, time spent on the site, and of course leads and bookings.

Here's what we did:

Design
When redesigni

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

g a site, Fusionbox always considers the following rules:

• What is the first thing you want a user to do when on your site? How will the design support this critical user action?
• What is the second thing you want a

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ser to do on your site? What are the key user paths and how are we going to make them as efficient and readily available as possible?
• How will we tackle the 30 Second Rule? (Showing users who you are, what you do, an

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

what the user should do next within 30 seconds.)
• How are we going to most effectively use prime real estate - the area of the site above the fold in a user's browser?
• What design look and feel supports the bran

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

and appeals to the target audience?

For Exito Travel, the first thing they wanted users to do was pick up the phone and call them. The second action was to do a flight search. With these key actions in mind, we made the p

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

one number much more visible and placed the flight search tool at the top right of the page where users expect to perform an action (this is according to eyetracking studies).

We tackled the 30 second rule simply by keeping

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

he logo at the top left of the page where the eye goes first, and creating calls-to-action that underscore what Exito does and what the user should do. For example: Book a Flight, Search Group Flights, and Search Flights to

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

Mexico. This way users knew exactly who Exito was, and what option they should use that fit their needs.

In the previous design, important calls-to-action were placed below the fold in 1024x768 meaning most users would comp

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

etely miss them. This most certainly meant lost leads. We made the most of the real estate above the fold by moving up these important calls-to-action that support key user paths.

The current design had some great elements

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

and then some that weren't necessarily working toward an end goal. We redesigned to appeal to a young target audience (20-40) by using modern colors, rounded, contemporary, 2.0 looking shapes, and removing stock illustratio

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

s

Usability
Users complained of "getting lost" and not knowing how to get back. To improve usability, we created a central top navigational system that was missing from the previous site so users could navigate around

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

o different sections without getting lost. We also added a breadcrumb trail to help users orient themselves on the site. We developed a left nav that was very clear and also managed to use keywords, i.e., Flights to Mexico,

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

Belize Tours, etc.

We put the all important Booking Tool on every page in the same place so users could take advantage of booking from anywhere on the site. This way, users could be reading about a Tour in Guatemala, and th

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

n book that tour immediately on the same page. This increased bookings dramatically.

Before the redesign, the lead generation forms were lengthy and bulking. We recreated the forms and eliminated unnecessary information fr

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

m the tools. Fields like Mr./Ms./Mrs, Fax Number and auto filling information whenever possible. We also presented the information in the form in steps rather than one long form that is intimidating to users.

Search Engine

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

Improvements
The most dramatic success of redesigning Exito Travel’s site was the boost in site traffic by 50%. This is due to the search improvements we made to the existing code. By optimizing and streamlining the co

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

e, Exito Travel’s organic search engine results improved dramatically. We did not launch any other internet marketing strategies, and did not change the content in any way, but Exito still increased unique page views by half

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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