Patient Education Digital Strategy
Transforming patient awareness into action through data-driven design and educational content strategy for AllergyInsider.com.
Client: AllergyInsider.com
Healthcare | Allergy Diagnostics | Direct-to-Patient Education
About
When it comes to allergy relief, patients often reach for what they know—over-the-counter medications like Zyrtec®, Claritin®, or Allegra®. But for many, these quick fixes mask symptoms without identifying the root cause. One of our clients, a leading healthcare manufacturer specializing in blood-based allergy testing, recognized this challenge—and a major gap in patient awareness.
Historically, their marketing had focused almost entirely on laboratories. But to unlock the full potential of their test and increase diagnostic adoption, they needed to go directly to the source: patients and caregivers. That's where On Beat Digital came in.
The Challenge
Despite offering a clinically backed, accurate, and lab-based blood test for allergies, the client struggled with:
Low Public Awareness
Low public awareness around allergy blood testing as an alternative to daily OTC antihistamines
Limited Patient Content
A web presence that lacked direct, engaging content for patients and caregivers
Weak User Engagement
User behavior indicating weak engagement with existing site content (e.g., short session times, low conversions)
Big Pharma Competition
A competitive landscape dominated by pharmaceutical giants with large ad budgets and lifestyle messaging
Success Criteria: The client needed to position itself as a trusted, educational voice in the allergy conversation—something relatable enough for parents and patients, but credible enough to stand next to physician advice.
Our Solution
To address this gap, the client launched AllergyInsider.com in late 2019—a patient education hub focused on helping users understand allergies, explore testing options, and feel empowered to discuss care with their healthcare providers.
However, by early 2022, data made it clear: while the concept was strong, engagement levels didn't reflect the site's potential.
That's when On Beat Digital partnered with the client to deliver a comprehensive platform upgrade, resulting in the launch of AllergyInsider 2.0—a reimagined digital experience designed to guide patients from awareness to action.
Key Enhancements Delivered
1. Refined Value Proposition Across the Journey
We updated the copy and visual flow of the site to more clearly communicate:
- What the allergy blood test is
- Who it helps
- Why it's different than symptom-masking OTC meds
- How to take action ("Ask your doctor about a blood test")
This clarity helped users connect the dots between symptoms and solutions, reinforcing relevance throughout the site.
2. Multi-Format Content for Every Learning Style
Not all patients consume content the same way. We introduced:
- Quizzes and interactive tools
- Visual infographics and symptom guides
- Personal stories and testimonials
- Mobile-optimized education hubs for parents and caregivers
This strategy helped capture users at different points in the awareness and consideration funnel.
3. Data-Driven Optimization & Continuous Improvement
We analyzed heatmaps, exit paths, and click data to identify drop-off points and underperforming calls to action. This led to:
- Redesigned navigation with clear "Get Tested" calls-to-action
- Better internal linking and scroll-based engagement tracking
- Revised landing pages tied to common allergy symptoms (e.g., "Why do I always wake up congested?")
The Results
Following the AllergyInsider 2.0 launch, the client saw strong performance gains year-over-year (2021–2022):
+26%
Engaged Visits
Significant increase in meaningful user interactions
-26%
Bounce Rate
Users staying longer and exploring more content
+72%
Click-Through Rates
Dramatically improved "Get Tested" experience engagement
Impact Beyond Metrics: These improvements not only increased on-site engagement but also supported deeper conversations between patients and healthcare providers—moving more users from passive research to proactive action.
Technologies & Methodologies
Conclusion
In a world of banner ads and pharma dominance, this project proves that educating patients with clarity, empathy, and clinical credibility can drive real results. By delivering a digital experience that respected user needs and empowered their choices, On Beat Digital helped this healthcare brand become more than a test—it became a trusted guide on the patient journey.
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