In a healthcare landscape reshaped by COVID, the expectations placed on healthcare professionals intensified overnight. Burnout was high. In-person access to pharma reps disappeared. And an overwhelming surge of data made it harder—not easier—to find trusted clinical answers quickly.
GSK needed to meet this moment with more than information. They needed to create immediate, credible, self-directed access to their vast clinical research library—delivering relevance in real time while reinforcing trust in their science.
Through stakeholder interviews and user testing, we mapped the full HCP journey—identifying friction points, search behaviors, and moments where attention broke down.
What we uncovered was simple but powerful: HCPs didn’t need more content. They needed clarity, speed, and confidence. The opportunity wasn’t just digitization—it was engineering an experience that reduced cognitive load and elevated credibility at every touchpoint.
We designed a frictionless, self-service digital hub that makes thousands of clinical assets instantly searchable and accessible. Built around real HCP behaviors, the platform delivers the right information at the right moment—transforming passive content into active utility.
Explore the experience: gskusmedicalaffairs.com
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