A pharma agency creatively integrated agile methodology* in the highly regulated pharmaceutical space.
* well, kinda.
The Problem
Navigating agile methodology in a regulated pharma environment
A pharma agency faced a significant challenge when trying to integrate agile methodology into their website build process, primarily due to regulatory constraints. In the pharmaceutical industry, what is approved by the med-legal team is final and must be launched as is. This rigid structure poses a stark contrast to the agile methodology, which emphasizes continuous learning, optimization, and the flexibility to make pivots. The agency's traditional process left little room for adaptability, making it difficult to employ agile practices effectively.
The Solution
Balancing agility with med-legal approvals
After conducting an audit of the existing process, the agency found a way to harmonize a flavor of agile methodlogy while meeting the requirements of the med-legal team. While accepting the fact that integrating full-scale agile methodology may be nearly impossible to roll out within the pharma space, we had an opportunity to integrate some elements of the methodology into our process. The solution involved focusing on a key user journey: user lands on the homepage, is driven to learn more, and finally, signs up for more information. Instead of creating a single, unchangeable hero image with one message and call to action, the team proposed getting five different hero options approved by the med-legal team. This strategy provided the flexibility to test all five versions and adapt based on their performance, without needing further approvals.
The Integration
Implementing a multi-hero approach for flexibility
The team implemented the plan by rotating the five approved hero structures on the homepage over a span of a month. This approach allowed them to gather data on the performance of each version in real-time. By monitoring the click-through rates and user engagement with each hero, the team could make informed decisions about which ones resonated the most with the audience. This method introduced an element of learning and optimization into the project, aligning with the principles of agile methodology.
The Result
Identifying the most effective hero image
The strategy proved to be a success. Over time, the team identified the most effective hero structure, which yielded a click-through rate 3x higher than the lowest-performing option. This outcome not only allowed for continual learning and optimization but also did so within the confines of the regulatory framework. The team managed to innovate within the restrictions, demonstrating agility in a traditionally rigid environment.
The Praise
Exceeding KPIs and creatively overcoming industry challenges
The account manager lauded this approach, noting its effectiveness in exceeding the project's key performance indicators (KPIs). Moreover, it showcased the team's ability to creatively solve a common challenge in the pharmaceutical industry. This success story was a testament to the team's innovative spirit and their ability to adapt agile methodologies to suit the unique demands of the pharma space.
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