Repurposing of myAgios.com to align with the new website architecture for myAgios® Patient Support Services and redirect to Pyrukynd.com

The current website is outdated and does not reflect the brand identity or accommodate the needed architecture
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Agios Pharmaceuticals produces medications for rare diseases. In 2021, their website was dedicated to their main selling medication at the time: Tibsovo. With the approval of Pyrukynd, there arises a need for a fresh new look and to repurpose the website. This includes incorporating enrollment forms for prescribing Pyrukynd, enabling enrollment into myAgios Patient Support, and driving requests to Patient Support managers, all while accommodating redirects to Pyrukynd.com. The project included the development of 8 websites: myagios.com, pyrukynd.com (for patients), myagioshcp.com, pyrukyndhcp.com (for healthcare professionals), and additional landing pages for each site for the first week of launch.

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Process for this project

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Project goals
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• to create an intuitive and engaging experience for the website users that meet project's KPIs
• to expand myAgios support program to provide comprehensive and ongoing patient support, including disease education, motivation and adherence support throughout a patient’s journey living with Pyruvate Kinase Deficiency and once on treatment with Pyrukyndto
• transform myAgios.com into a digital hub not only for disease education but also for actively supporting hematologists in prescribing Pyrukynd and enrolling patients into myAgios support programs. Additionally, it aims to foster continuous motivation and ensure adherence by offering ongoing support through myAgios
• Update the look of the main website to ensure web accessibility

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Doctors and patients want to know about new treatment options coming to the market
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1. Doctors feel that there aren't enough resources and support (both informational and financial) available for their patients. Therefore, they need an easy and quick way to access these resources and share them with their patients.
2. Patients want to be educated about their disease and their treatment options to encourage meaningful patient-doctor dialogue. They see a lack of support groups, networks, and resources for patients with the same diagnosis. Additionally, they need financial assistance to pay for their treatment‍.

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Creating website architecture
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One of the key challenges of this project was the client’s requirement that each developed website redirect to another, creating a network of interconnected sites. While this was necessary for their business strategy, it posed difficulties in maintaining a seamless user experience.

To address this, we carefully designed the website architecture to ensure that users could navigate between sites intuitively, without feeling disoriented. This involved optimizing the navigation system, creating clear calls-to-action, and ensuring consistency in design elements across all websites. By focusing on these aspects, we were able to maintain a smooth user journey, ultimately supporting both user experience and the project’s KPIs.

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Behaviors we wanted to drive on site:

• utilization of the myAgios phone number and call center
• enrollment into myAgios marketing CRM
• engagement with at least (1) key page on myAgios.com
• key PDF downloads beyond prescription form
• sign ups for myAgios webinar events from myAgios.com

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Design considerations and challenges

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Visual design process
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• as a part of the process, we received corporate brand guidelines and printed material developed by the art team to help determine the design direction for the websites
• the colors the client has chosen to use for the printed materials were not ADA-compliant, so we had to develop a separate style guide for digital pieces, that would meet contrast requirements and align closely with brand vision
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Digital style guide development

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Design iterations

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Defining success
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The planned timing of the project was 4 months, but we encountered multiple delays in the approval process. In total I worked on 2 landing pages for myAgios, as well as full sites (for Patients and Healthcare Professionals) and 2 Landing pages for Pyrukynd and full websites for Patients and Healthcare professionals. Consequently, the project took 6 months and ended up with a budget of a whopping $500k. Due to the timing constraints of the launch, the development timeline was very short. This significant and pivotal launch taught me that not everything goes according to plan, which consequently affected our design strategy. The websites were designed in a way that helped the developers minimize effort by creating a single framework for both sites and building them in parallel.

Enrollments and prescription form completions numbers went up 18% in comparison to previous website analytics, and other KPIS (CRM enrollments, contact myAgios PSM form completions, and PDF Downloads) were high post-launch and beat expectations for the first couple of months after launch and continued to perform adequately even 6 months after.

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