Pharmaceutical company Solopharm approached us with a request to relaunch the educational platform for pharmacists and pharmacy technicians. At that time, the IQ Provision website resembled a blog with news from the pharmaceutical world, and our task was to create a full-fledged educational platform for tens of thousands of pharmacists and pharmacy technicians.
The first version of the site was developed using a language designed for mobile applications, which negatively impacted SEO. Search engines were indexing the site incorrectly, leading to a loss of traffic and rankings. The admin panel only had basic functionality for uploading articles. The personal account was not working. There was no way to host complete training programs. The content lacked expertise — it was mainly rewritten articles of low quality, illustrated with stock photos.
It’s important to note that the strategy for development, content creation, webinars, methodological work and communication with the platform's audience is handled by the IQ Provision team on the client’s side.
Our agency supports the project in the following areas: web development, design, branding of educational content, article and news writing, performance marketing, SEO and technical support. The teams work in daily contact.
Design
Our task was to create a user-friendly, visually appealing, and scalable interface for the educational platform aimed at pharmacists and pharmacy technicians.
We divided the design work into several stages. First, we researched a large number of edtech platforms, drew inspiration from the best solutions and began developing our own information architecture for the future platform. This architecture highlights its extensive functionality and allows visitors to quickly and easily access information relevant to their needs.
Before
- The interface looked outdated and unfriendly; many features of the portal were not obvious to users.
- The layout was dull, lacked consistent style, and had poorly readable text, making it indistinguishable from competitors.
- Users did not have a dashboard to track their learning progress and earned points.
- The educational materials on the site were unstructured and content was rarely updated.
- The design was not adapted for mobile devices.
After
- We developed a new information architecture for the platform.
- Created and designed over 500 layouts for various devices.
- Reworked the structure of the site sections.
- Developed a design system that is applied not only in interfaces but also in numerous educational and promotional materials.
- Created a dashboard for learners that displays their learning progress and gamification elements such as experience points and the internal currency, IQs.
Given the vast amount of educational materials and the diversity of content types, we adhered to principles of simplicity in navigation and a unified style for the elements.
The platform is continuously updated with new features, including gamification elements. To ensure navigation remains intuitive, we created a UI kit that helps new designers quickly integrate into the project and prevents the chaotic appearance of new elements in various sections.
Mobile responsiveness
We focused on the mobile and tablet versions to ensure that pharmacy employees could continue their education even when away from home. Whether during a lunch break or on the way to work, they can keep studying the course, join a webinar or ask an expert a question. Now, all the functionality that users are accustomed to when learning on their home computers is also available on mobile devices.
Mascot
Special attention was given to the platform's mascot — a virtual assistant named Larisa. She has become an integral part of the IQ Provision brand, giving the platform personality and receiving a lot of positive feedback from users.
Larisa is charismatic, and new emotions are constantly being created and illustrated for her. The mascot is used in the platform's interfaces, educational materials and advertising campaigns.
Additionally, a sticker pack featuring 45 stickers illustrating funny work situations from the lives of pharmacists was created.
Badges
Badges are rewards that users receive for their achievements and activity on our platform. They help emphasize progress and motivate further accomplishments on IQ Provision.
Branded presentations
We created over 3,000 branded presentation slides for the platform’s training courses. We prepare illustrations and create impressive infographics from scratch, helping learners absorb material much faster. Thanks to the updated presentations, IQ Provision boasts a unique knowledge base.
Content and SEO
Traffic growth depends on design, usability and meeting the needs of the target audience. However, the key role belongs to high-quality content and SEO optimization.
The main traffic growth was achieved by completely overhauling the article content, taking into account the necessary textual optimization for target search queries.
On average, each optimized and rewritten article increases search traffic by at least three times, and in some cases, the multiplier reaches ten.
Search engine rankings
Since the beginning of the site promotion work, we have achieved an increase of over 7,900 (84%) search queries in Yandex, with more than 3,700 (40%) of those queries reaching the first page of search results.
Similarly, in Google, we ensured an increase of over 7,500 (80%) search queries, with more than 3,800 (41%) reaching the first page of search results.
Performance marketing
At the start of the project, together with the client, we identified the main goals — to increase the number of visitors and registrations, as well as to engage more users on the site.
To achieve these goals, we use Yandex.Direct, VKontakte, and VK Ads. Campaigns are optimized for the goals of website traffic and conversion acquisition — focusing on generating registrations, webinar views and engagement with the content.
When working with audiences, we leverage platform capabilities, including targeting by job roles, active members of professional communities, competitor subscribers, contextual targeting, retargeting, and more. We introduce up to 10 new creatives each month, creating static images, animations, and videos for new and relevant materials, regularly updating them.
Strategy effectiveness
The developed performance marketing strategy has delivered concrete results from 2019 to the end of 2023.
Conclusion
As of 2024, IQ Provision is a recognized educational platform within the pharmaceutical community. The project has received several awards, including SmartPharma and Green Cross.
We continue working on the comprehensive development of the platform, which enhances the professionalism of pharmacists and pharmacy technicians, strengthens the pharmaceutical community, and improves the quality of customer service in pharmacies.
About the client, the project and the tasks
Pharmaceutical company Solopharm approached us with a request to relaunch the educational platform for pharmacists and pharmacy technicians. At that time, the IQ Provision website resembled a blog with news from the pharmaceutical world, and our task was to create a full-fledged educational platform for tens of thousands of pharmacists and pharmacy technicians.
The first version of the site was developed using a language designed for mobile applications, which negatively impacted SEO. Search engines were indexing the site incorrectly, leading to a loss of traffic and rankings. The admin panel only had basic functionality for uploading articles. The personal account was not working. There was no way to host complete training programs. The content lacked expertise — it was mainly rewritten articles of low quality, illustrated with stock photos.
It’s important to note that the strategy for development, content creation, webinars, methodological work and communication with the platform's audience is handled by the IQ Provision team on the client’s side.
Our agency supports the project in the following areas: web development, design, branding of educational content, article and news writing, performance marketing, SEO and technical support. The teams work in daily contact.
Design
Our task was to create a user-friendly, visually appealing, and scalable interface for the educational platform aimed at pharmacists and pharmacy technicians.
We divided the design work into several stages. First, we researched a large number of edtech platforms, drew inspiration from the best solutions and began developing our own information architecture for the future platform. This architecture highlights its extensive functionality and allows visitors to quickly and easily access information relevant to their needs.
Before
- The interface looked outdated and unfriendly; many features of the portal were not obvious to users.
- The layout was dull, lacked consistent style, and had poorly readable text, making it indistinguishable from competitors.
- Users did not have a dashboard to track their learning progress and earned points.
- The educational materials on the site were unstructured and content was rarely updated.
- The design was not adapted for mobile devices.
After
- We developed a new information architecture for the platform.
- Created and designed over 500 layouts for various devices.
- Reworked the structure of the site sections.
- Developed a design system that is applied not only in interfaces but also in numerous educational and promotional materials.
- Created a dashboard for learners that displays their learning progress and gamification elements such as experience points and the internal currency, IQs.
color palette and typography
Given the vast amount of educational materials and the diversity of content types, we adhered to principles of simplicity in navigation and a unified style for the elements.
The platform is continuously updated with new features, including gamification elements. To ensure navigation remains intuitive, we created a UI kit that helps new designers quickly integrate into the project and prevents the chaotic appearance of new elements in various sections.
Mobile responsiveness
We focused on the mobile and tablet versions to ensure that pharmacy employees could continue their education even when away from home. Whether during a lunch break or on the way to work, they can keep studying the course, join a webinar or ask an expert a question. Now, all the functionality that users are accustomed to when learning on their home computers is also available on mobile devices.
Mascot
Special attention was given to the platform's mascot — a virtual assistant named Larisa. She has become an integral part of the IQ Provision brand, giving the platform personality and receiving a lot of positive feedback from users.
Larisa is charismatic, and new emotions are constantly being created and illustrated for her. The mascot is used in the platform's interfaces, educational materials and advertising campaigns.
Additionally, a sticker pack featuring 45 stickers illustrating funny work situations from the lives of pharmacists was created.
Badges
Badges are rewards that users receive for their achievements and activity on our platform. They help emphasize progress and motivate further accomplishments on IQ Provision.
Branded presentations
We created over 3,000 branded presentation slides for the platform’s training courses. We prepare illustrations and create impressive infographics from scratch, helping learners absorb material much faster. Thanks to the updated presentations, IQ Provision boasts a unique knowledge base.
Content and SEO
Traffic growth depends on design, usability and meeting the needs of the target audience. However, the key role belongs to high-quality content and SEO optimization.
Articles
The main traffic growth was achieved by completely overhauling the article content, taking into account the necessary textual optimization for target search queries.
On average, each optimized and rewritten article increases search traffic by at least three times, and in some cases, the multiplier reaches ten.
Search engine rankings
Since the beginning of the site promotion work, we have achieved an increase of over 7,900 (84%) search queries in Yandex, with more than 3,700 (40%) of those queries reaching the first page of search results.
Similarly, in Google, we ensured an increase of over 7,500 (80%) search queries, with more than 3,800 (41%) reaching the first page of search results.
Performance marketing
At the start of the project, together with the client, we identified the main goals — to increase the number of visitors and registrations, as well as to engage more users on the site.
To achieve these goals, we use Yandex.Direct, VKontakte, and VK Ads. Campaigns are optimized for the goals of website traffic and conversion acquisition — focusing on generating registrations, webinar views and engagement with the content.
When working with audiences, we leverage platform capabilities, including targeting by job roles, active members of professional communities, competitor subscribers, contextual targeting, retargeting, and more. We introduce up to 10 new creatives each month, creating static images, animations, and videos for new and relevant materials, regularly updating them.
Strategy effectiveness
The developed performance marketing strategy has delivered concrete results from 2019 to the end of 2023.
Conclusion
As of 2024, IQ Provision is a recognized educational platform within the pharmaceutical community. The project has received several awards, including SmartPharma and Green Cross.
We continue working on the comprehensive development of the platform, which enhances the professionalism of pharmacists and pharmacy technicians, strengthens the pharmaceutical community, and improves the quality of customer service in pharmacies.
