The document provides a content strategy for redesigning the NYCRx website. It includes conducting a competitor analysis, evaluating the existing site, and proposing a new information architecture and content strategy. The strategy emphasizes the organization's mission and programs. It recommends organizing the site around NYCRx's key programs rather than user roles to better showcase its services. Personas are identified and new content is proposed to address their needs. Deliverables include an information architecture, content outlines, and a prototype website.

1. NYCRx Website Content Strategy
Sara Lin
UX Designer
August - October 2012
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2. Include
• Background information
• Goals of the redesign
• Competitor analysis
• Evaluation of existing website
• Proposed content strategy and information
architecture
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3. Not Include
• Usability studies
• Visual design
• Technical implementation
• Budgets and timelines
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4. Background
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5. NYCRx
NYC based non-profit organization that
provides a number of services to improve
medicine accessibility to under-served patients
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6. 1992
340 Drug Pricing Program was created to offer
meaningful savings to patients on their
medications.
However, 340B program was severely
underutilized. The chief stated reason was the
need for technical assistance on implementation
and on-going maintenance.
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7. 2007
NYCRx was spun off from NYC Department
of Health and Mental Hygiene with the explicit
mission of expanding the use of the 340B
program
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8. Today
NYCRx's 340B program covers safety net
providers from NY, NJ, and Connecticut.
NYCRx offers two new programs: discount
prescription cards, and partnerships with academic
institutions to conduct in-depth research into
prescription access issues.
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9. Personas
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10. Persona Overview
NYCRx website's audience ranges from potential
donors, director of a health center, to an under-
served patient.
Before we can addresses the problems, we need to
direct identify the personas, understand the
backgrounds and concerns for each of them
individually.
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11. Persona Research
• Consulted with Sarah and Colette
• Created questionnaire for each persona
• Analyzed case studies, content from
competitor websites
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12. Prioritized Personas
• Jeremy Sanford, CEO of Betances Health
Center
• Penny Johns, under-served patient
• Betsy Walker, Individual donor
• Joanne McAdams, Director of Pharmacy
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13. Jeremy Sanford
• Goals
• Maximize medicine savings
• Increase patient outreach
• Background
• Understand the health center is a safety net provider
• Know about 340B and other discount programs
• Concerns
• Risks and complexity of 340B compliance
• Staff training and costs of on-going maintainence
• Credibility of the service provider
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14. Penny Johns
• Goals
• Minimize financial impacts
• Background
• Single mother of 2 school age kids living in Brooklyn
• Gets her medicine and care at local health center
• Concerns
• Savings versus convenience
• Questions
• Which pharmacies is the discount card accepted?
• Which health center, pharmacy has 340B?
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15. Betsy Walker
• Goals
• Contribute to a well rounded non-profit organization,
more bang for the buck
• Background
• Donor active in the local community
• Have basic knowledge of healthcare policies and regulations
• Concerns
• The impact of the non-profit to its local community
• Backgrounds of the non-profit
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16. Joanne McAdams
• Goals
• Maximize medicine savings
• Increase foot traffic to the pharmacy
• Background
• Know about 340B
• Concerns
• The role of the pharmacy in the 340B program
• Question
• How to participate in the program
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17. Redesign Goals
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18. Business Goals
• Reflect the full range of the organization’s
programs
• Flexibility in matching the right persona to
the right content
• Emphasis in the organization
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19. User Goals
Broken down by persona
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20. Jeremy Sanford
• Easily find information that address his
concerns
• Easily find a list of other health centers
partnering with NYCRx
• Find NYCRx’s contact information
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21. Penny Johns
• Learn about programs NYCRx offers
• Understand what she can do to take
advantage of the programs
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22. Betsy Walker
• Easily find the organization’s mission, details
about each of the programs
• Easily find the organization’s history,
funders and board of directors, contact
information
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23. Joanne McAdams
• Understand the pharmacy’s role in 340B
• Learn about discount prescription cards
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24. Competitor Analysis
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25. Competitors
• Sun Rx, www.sunrx.com
• Capture Rx, capturerx.com
• Sentry Data Systems, www.sentryds.com
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26. Strengths
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27. Address Concerns
• White papers from Sentry Data Systems
• Q&A, resources that addresses concerns
health centers and hospitals may have from
Sentry Data Systems
• Profiles of field experts shown in page
heroes in Capture Rx's website
• About page that shows past experiences of
members of the Sun Rx's leadership team
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28. Emphasize Technologies
• The technology section in Capture Rx's
website
• Advertising for not just the service but the
platforms built and used by Sentry Data
Systems, Sentinel RCM
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29. Showcase Credentials
• In-depth case studies written by partnering
hospitals for Sentry Data Systems
• Profiles of the leadership team in the about
page of Sun Rx’s website
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30. Weaknesses
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31. Aggressive Funneling
The websites quickly funnel visitors down a
path according to the visitor's roles, without
fully introducing the mission and full range of
services the companies provide
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32. Emphasis on Products
• Sentry Data Systems presents two
platforms, Sentinel RCM and Sentrex as
software solutions to visitor's problems,
without first identifying what those
problems are
• Similarly, Capture Rx presents Cumulus
Platform as one solution for all, without
offering more details
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33. Content Strategy
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34. Emphasis on the Organization
The existing website
• Does not prominently showcase the main
mission of the organization
• The programs are not used to create a big
picture of what the organization does
• No information on the organization’s
history, funders, and leadership team
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35. Emphasis on the Organization
In the Redesign
• New content is created that shows the the
organization’s history, funders, and leadership
team
• The programs will be shown to support the
organization’s overarching mission
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36. Program based Information
Architecture
The existing website
Site-map is currently organized by user roles. When the visitors land on the
homepage, they have to immediately decide if they are patients or providers,
without further context. They are then redirected onto secondary pages
without seeing the full range of NYCRx's services and programs.
This approach fails to present NYCRx through the full range of its programs.
The donor role doesn't fit neatly into either patient or provider roles. The
donor may want to see all the services and programs before deciding to fund
the organization.
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37. Program based Information
Architecture
In the Redesign
The website well be organized by NYCRx's
programs, 340B, discount prescription card, and
research projects.Visitors are able to see the what
NYCRx does at a first glance and decide on where
to go based on their own interests.
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38. Address Persona Needs
The existing website
The existing website has basic information
about 340B, but it doesn't address many of
Jeremy Sanford's concerns. It also contains
no information about research projects
NYCRx is conducting.
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39. Address Persona Needs
In the redesign
New content will be created to provide more
background information, benefits, and address each
of Jeremy Sanford's concerns on 340B.
A new section will be created to showcase the
research NYCRx has done. The discount
prescription card page will be reorganized to
clearly present different ways the visitors can
choose to get the cards.
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40. Deliverables
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41. Information Architecture
Home
Discount
340B Prescription Research About
Card
Overview Partners Case Studies Overview Project
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42. Content Outlines
• https://www.evernote.com/shard/s1/sh/
bfc11e05-ec05-4130-b55c-d1ce5fc795dc/
abd0e5683dfd6f2de54eed525586549e
• The approximate length of each content
item is listed to set up the right
expectations for both writing and designing
the content
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43. Website Prototype
• http://nycrx-prototype.herokuapp.com/
• Contents shown on the prototype are based from content
given by Sarah, edited by me. Some contents in the 340B
page are copied from Sentry Data System's Q&A, the 340B
case study content is copied from Sentry Data System's
case study PDF. They need to be edited and changed.
• The redesigned 340 partners page has no map, only a grid
showing all partnering health center and pharmacies. It
would be easier to maintain the map on google maps, see
reference at http://maps.google.com/help/maps/getmaps/
plot-multi.html.
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44. Thank You
Sara Lin
swallowlink@gmail.com
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