Driving continued growth and success for a national health organization
Our partnership with Mightybytes these past few years has been instrumental in helping NABP build out and grow its digital marketing practice. Their team keeps us focused on driving long-term results while delivering multiples projects and troubleshooting unforeseen challenges at a moment’s notice. It’s invaluable.
Larissa Doucette Marketing Senior Manager National Association of Boards of Pharmacy
The National Association of Boards of Pharmacy (NABP) relies on Mightybytes as a trusted digital marketing partner since 2016. Here’s how we have helped them grow and evolve their organization while also improving customer experience across multiple channels.
Started in 1904, NABP protects public health by helping member boards of pharmacy across the United States. Their programs promote safe pharmacy practices that benefit consumers. While NABP had an existing website, digital marketing was relatively new to the organization. The NABP team knew they needed help creating processes, prioritizing efforts, and aligning long-term organizational business goals with day-to-day digital marketing tasks in a way that would show measurable results over time.
We started our relationship with NABP by redesigning their website in 2016. We now work across departments within the organization on a variety of projects, each of which is aligned with their business goals. This positively impacts NABP’s ability to better serve its members and more easily provide value to the general public.
Below are some brief descriptions of our work together.
NABP Website Redesign and Updates
NABP’s 2016 website redesign was a significant shift for the organization because content on the previous site was difficult to find for users and challenging for the NABP team to manage. For the first time ever, NABP had a suite of tools at their disposal that empowered them to continuously improve their digital marketing efforts over time.
The website redesign—plus subsequent features and interface updates that followed—have not only helped NABP get clarity about their users’ needs, these collaborations have also streamlined how NABP measures their efforts and how they approach projects, shifting from a traditional waterfall process to a more agile one based on continuous improvement and measured success.
Digital Strategy Workshops
After a year and a half of working with Mightybytes, NABP brought us into their annual strategic planning. We initially facilitated two workshops for them:
- A digital strategy workshop, in which we helped them chart a course for achieving digital marketing goals throughout the year.
- A UX-driven feature planning workshop, in which we devised a roadmap to build and improve website features during the coming year.
Exercises in these workshops included SEO 101, analytics and measurement strategies, creating proto-personas, goal mapping, hypothesis creation, defining design challenges, feature prioritization, and several others. We revisited the reports that came out of these workshops throughout the year to stay on track. Since these original workshops, we have continued to help NABP identify the best digital marketing opportunities through regular workshops that prioritize collaboration and co-creation while keeping our work aligned with NABP’s long-term business goals.
Drug Disposal Locator
Improper drug disposal can lead to many problems for people and the planet. They pollute water supplies and soil, causing adverse effects on nearby communities and wildlife. Plus, when drugs fall into the wrong hands they can cause serious health hazards if ingested.
Mightybytes redesigned and improved NABP’s drug disposal tool to help users more quickly and easily find safe nearby disposal locations no matter which device or platform they use. The result is an improved user experience that simplifies the search process and generates more accurate results. Plus, the back-end data management system we built helps the NABP team easily execute administrative tasks, like removing duplicate location data.
Content Strategy Improvements
One of NABP’s 2018 goals was to improve their online content strategy. We collaborated with their team on a long-term measurable strategy, at the heart of which was a new blog platform. The blog could simultaneously allow NABP to distribute information with their community while also supporting organizational content marketing and SEO efforts. The Mightybytes team workshopped the blog’s information architecture to align with these efforts, then designed and launched the new platform toward the end of 2018.
Along with this recent update, we have steadily worked to improve the website’s other functionality, including their recently updated FAQ section, released in 2019.
In 2019, Mightybytes designed, developed, and launched NABP’s consumer-focused website, Safe.Pharmacy. The site’s primary goals are to help consumers search for locations to dispose of old medications safely and to confirm if online pharmacies are verified. We designed the Safe.Pharmacy experience to adhere to AA-level accessibility standards so the site better serves their customers with disabilities.
With the new site, NABP now has a localized place to house all consumer-related content, tools, and resources. In the first month after launch, the site exceeded NABP’s baseline goals for the two tasks mentioned above by 180% and 157% respectively.
Testing Product Landing Pages
When NABP wanted to promote a new app-based subscription service, Mightybytes was brought in to help design an informative and easy to understand landing page. Our focus was to help them develop:
- Clear and concise copy that was easy for humans and search engines to understand
- Effective calls-to-action (CTAs)
- A pricing table to communicate subscription options
Together with NABP’s marketing team, we launched and tested this and subsequently other product landing pages, making small, test-driven changes to continuously improve page performance over time.
The examples above are just some of the work we have done with NABP. The more closely we work together, the more iterative and focused on continuous improvement each project has become. Regular website audits and analytics customization enable us to pull more meaningful performance data, which makes it easier to align long-term organizational business goals with what’s actually happening on the website. This has sown the seeds for building a more analytics-friendly culture within a very traditional organization, a monumental shift from how things were done previously.
Our collaboration with NABP has helped the organization streamline internal processes, which saves them significant amounts of time and money. Through ongoing website improvements, their websites drive more qualified traffic and are easier to use, especially for users with disabilities. The organization can also now provide much better customer service. This has resulted in significant performance improvements that directly benefit NABP’s bottom line.
We’re proud we could help NABP transform how they employ digital tools and practices to improve their marketing and online communications over time. We look forward to continuing this work.