National Association of Boards of Pharmacy
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 multiple projects and troubleshooting unforeseen challenges at a moment’s notice. It’s invaluable.Larissa Doucette | Marketing Senior Manager | National Association of Boards of Pharmacy
Since 2016, the National Association of Boards of Pharmacy (NABP) has relied on Mightybytes as a trusted digital marketing partner. 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. 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.
Here is how we help NABP achieve their goals and better support their members and the general public.
Redesigning a Redesign
After years of fruitful partnership, NABP was outgrowing the website we designed for them back in 2016. Their skills and capacity increased significantly since we started working with them. This led to new ideas for improving member experiences and the website overall. Plus, new tools like WordPress’ Gutenberg editor, which wasn’t available in 2016, could extend the website’s lifespan as the organization continues to grow.
With all this in mind, NABP asked us to create a new website to meet their evolving needs and improve their ability to generate leads and provide value for users. We focused on several important goals for the organization:
- Help users quickly find content they need
- Improve lead generation
- Make content easier to create and manage
- Incorporate accessibility features
- More effectively measure success
Executing the Project
The project included a number of important new features related to the goals above:
- Improved Usability: We improved content readability and the site’s overall usability, helping users more effectively complete tasks.
- Customizable Lead Generation Forms: We designed easy-to-use, branded form blocks that can be added anywhere on the website to generate leads, encourage email signups, or opt-in to access special content.
- Content Filtering: A complex filtering system helps users more easily find relevant content in several major areas of the website.
- Gutenberg Editor: The site runs the latest version of WordPress, which includes the more flexible Gutenberg block editor.
- Accessibility: We prioritized accessibility in the redesign and trained NABP’s team to maintain AA-level Web Content Accessibility Guidelines (WCAG 2.5).
Measuring Success Over Time
One of the most important aspects of the redesign was to enable NABP to track website performance against business goals and help them more accurately understand which content and features performed best over time. To this end, we implemented tools to track:
- Accreditation program leads
- App downloads
- Webinar signups
- Email newsletter signups
- State newsletter signups
Along with SEO performance, A/B testing data, and other important marketing metrics, this information is aggregated in monthly reports, which help NABP’s team make informed decisions regarding how best to move forward.
Digital Strategy Workshops
Like most established organizations, NABP conducts annual strategic planning to align stakeholder goals and priorities. With their expanded digital marketing capacity, NABP has contracted Mightybytes to conduct digital strategy workshops that coincide with these efforts. In these workshops, we have covered:
- How to better understand user needs and initial user profile development
- Methods to measurably improve content strategy over time
- Tactics for implementing more effective SEO strategies
- How to measure success through analytics and reporting
- Conversion rate optimization goals and tactics
- Feature planning and prioritization
NABP uses the recommendations that come out of these workshops to ensure that their goals align with their ability to execute.
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 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.
Up until 2019, NABP’s member-specific and consumer-focused content existed on the same website. This caused numerous challenges, not the least of which was that both user types struggled to find content relevant to their specific needs.
To remedy this, Mightybytes designed, developed, and launched NABP’s consumer-focused website, Safe.Pharmacy. The site helps consumers:
- Search for locations to safely dispose of old medications
- Confirm if online pharmacies are verified or not
- Report a suspicious online pharmacy
- Resources for safe use of medication and preventing abuse
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.
NABP 2016 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.
NABP’s continued commitment to measure performance and improve progress over time has helped us consistently meet or exceed their goals from project to project. This positively impacts their ability to better serve members and provide value to the general public.
Through our collaboration, NABP has streamlined many internal processes, which saves them significant amounts of time and money. Their websites drive more qualified traffic and are easier to use, especially for people with disabilities. The organization also now provides much better customer service and more effective digital marketing. This has resulted in significant performance improvements that directly benefit NABP’s bottom line.