- Overview
- Research insights
- Touchpoints
Core attributes
- Title
- Core benefits (text, list, or table)
- Supporting visuals (images or iconography)
- Optional link to deeper technical content
Calls to action
- Primary: Explore more technical content
- Secondary: Explore clinical data
- Tertiary: Contact a representative
Do's and don'ts
Do:
- Highlight competitive advantages or present benefits in a concise, clear, and easy to scan format.
- Support benefits with clinical proof points.
- Use visuals such as animations, iconography, or images to add context to benefits.
- Lead with benefits and support with features.
- Ensure visuals add context and support the benefits.
- Use clearly defined headings and subheadings to establish hierarchy and support SEO and GEO.
- Answer questions users might have about the product, therapy, treatment, or technology with benefit-driven content.
Don't:
- Do not present features as benefits.
- Do not use decorative imagery, icons, or promotional videos for your visuals.
- Do not include long, scrolling sections or excessive amounts of information.
- Do not hide key information in accordions or tabs.
- Do not use overly promotional or sales-driven information to highlight benefits.
- Do not use a promotional tone in learning contexts.
- Do not use overly dense explantations or technical language.
User research
Goals:
- Understand how a product, therapy, or treatment works to solve a clinical problem or evaluate the product for their patients and practice.
Mental mode:
- Primary: Discovery
- Secondary: Evaluation
Customer journey stages:
- Awareness
- Consideration
Personas:
- Information seeking physician
- Doctor's who buy
- Admin
Touchpoints
Experiences:
Related concepts:
