Our Work
Mitsubishi Tanabe Pharma
Helping a Swiss pharma marketing team improve access to ALS information for HCPs
The Brief
Following a successful collaboration with the UK arm of Mitsubishi Tanabe Pharma, we were recommended to their Swiss colleagues to support the redesign and development of a multilingual educational website focused on amyotrophic lateral sclerosis (ALS). The aim was to create a streamlined, secure, and user-friendly digital experience for healthcare professionals (HCPs) in Switzerland.
The existing ‘MTP Neurologie’ website had become outdated and difficult to manage. Built on a cumbersome CMS, even basic content updates were time-consuming for the product manager. The visual design also needed a refresh, and the user journey was unclear—making it harder for HCPs to quickly locate relevant information.
UX Strategy
Refined content structure and layout to improve the user journeys.
Web Design
Modern, clean interface to reflect medical credibility and innovation.
Web Development
Flexible WordPress build with intuitive editing features for easy client updates.
Compliance
Integration with 'Swiss RX' to restrict access to promotional materials to HCPs only.
Key Objectives
Simplify content management
Rebuild the website using the WordPress platform to give the internal team greater control and flexibility, making day-to-day updates faster and easier—without needing developer support.
Modernise visual design and layout
Refresh the visual design and optimise the layout to reflect the seriousness of ALS while ensuring a clear, accessible experience tailored to the needs of time-pressured healthcare professionals.
Enhance content structure and UX
Restructure the site’s information architecture to streamline user journeys, making it easier for HCPs to find the content and resources most relevant to their needs.
Ensure regulatory compliance
Implement Swiss-RX login to restrict access to promotional materials, and ensure the site adheres to all applicable Swiss and European regulations for prescription-only medicines.
Our Solution
To meet the client’s objectives, we delivered a fully custom WordPress website with enhanced functionality, security, and usability — tailored specifically for the Swiss healthcare market.
Flexible, intuitive content management
We rebuilt the site using WordPress with a bespoke backend featuring custom post types and modular content blocks. This gave the internal team full control to manage and update content independently, without the need for developer input. A structured import of content from the previous site ensured a smooth transition, with comprehensive URL redirects in place to preserve SEO equity and link integrity.
Multilingual experience and optimised UX
The site was built to support both French and German, with clearly structured navigation and improved content pathways to help time-pressured HCPs find what they need quickly. We introduced advanced filtering and search across multiple content types and added a “favourites” feature, allowing users to bookmark and revisit key resources.
Performance insights and ongoing optimisation
To support data-driven decision-making, we embedded rich analytics across the site to monitor engagement and inform future content planning.
Secure access and regulatory compliance
To meet Swissmedic and EU compliance standards, we implemented a robust Swiss-RX login system using OAuth2. Only verified HCPs can access gated content, including clinical resources and promotional materials. We also built custom registration forms that capture job title, work address, and proof of employment, with access privileges tied to user profiles. Site managers can issue temporary “deep links” for limited-time access—ideal for events and outreach campaigns.
What our client said...
“We were delighted with how Genetic Digital took the lead in improving both the design and usability of our website. The transition to WordPress has made content management much easier for our team, and the Swiss-RX integration was implemented flawlessly. The new site is a valuable resource for our healthcare audience. It’s exactly what we needed.”
Rare Disease Specialist, EMEA Commercial Department, Mitsubishi Tanabe Pharma GmbH
