Engagement – Patient Resources

Goal

Create unique high-quality content that increases measurable user engagement with our site while enableing the patient to acurately discuss their symptom history and AVISE testing with their healthcare provider.

These topic-specific assets enable AVISE to be part of the patient/doctor conversation at the critical moment when next steps in the care plan are being created.  This also allows AVISE to still control technical aspects of the messaging during the private patient/doctor conversation, overcoming common objections we know healthcare providers have.

Lupus Symptoms Checklist

The average path to lupus diagnosis takes 6 years. Among the common reasons for this long journey is the average person’s inability to effectively communicate their symptom history with their healthcare provider.

In October 2021 I published the lupus symptoms checklist, which I created in collaboration with Exagen’s Chief Medical Officer, Dr. Debra Zack. The Lupus Symptoms Checklist enables the user to document their symptom history in an easy to interpret single page document. The document is designed to be shared with the patient’s  healthcare provider during their office visit to initiate a high quality conversation about their individual symptom state.

The primary challenge with this conversion is that it requires 6 – 8 minutes to complete. To overcome this, two criteria had to be met:

    • The interface must be very easy to use on both mobile and desktop
    • The tool must deliver a true benefit that is recognized by the patient

Each month over 4200 people complete the Lupus Symptoms Checklist. Of these, nearly 65% opt-in to our marketing automation campaign. The automated journey allows Exagen 7 more opportunities to remind the user of our value over an extended 90-day period of time.

Downloadable Guides

Creating downloadable guides benefited us in several ways:

      • A portable conversion tool that can be shared or revisited
      • Positioning AVISE as a thought leader in the field of lupus
      • Unique high-quality content to help search rankings
      • Produced lift in conversions

The guides are deep linked to key conversions in the marketing funnel. Each month the guides are downloaded hundreds of times and generate a substantial lift in conversions.

Diagnosing Lupus: A Guide to Testing With AVISE CTD

A Guide to Preparing For Your Appointment

A Guide to Living With Lupus

Eating Right With Lupus

Your Guide To Lupus And Pregnancy

Results

The new content dramatically improved user engagement on the site. We received feedback from our field sales team that the lupus symptoms checklist and conversation guides are being used in the exam room as intended.

In Google Analytics we identified the downloadable resources as the source of a large amount of traffic that requested a conversation guide, maximizing the effectiveness of our ad spend. 

Next: Advertising

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