• Isabel Aneyba

A Medical digital publisher increased trial and loyalty by creating an engaging digital experience

Updated: May 14, 2020

case study brief A Medical digital publisher, whose mission is to communicate the overlooked risks of medicines’ side effects, created a new digital experience with greater content impact


  • Understand the users’ emotional drivers and respond to these drivers with an engaging website experience (navigation, readability and content).


  • COMARKA’s approach: moderated webcam UX interviews revealed two medicine user personas (healthy user and vulnerable user) and their emotional drivers.

  • Each user persona navigates the website differently to obtain the content they need.

  • COMARKA discovered the best ways to optimize the online learning experience for each persona.


  • The Medical publisher increased customer engagement by simplifying the search process for articles and providing content of greater value for the users.

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