OFEV
Feb 17, 2021
Empowering newly diagnosed IPF patients to understand treatment options and take the next step with confidence.
Executive Summary
The OFEV website redesign modernized Boehringer Ingelheim’s digital presence for idiopathic pulmonary fibrosis (IPF) by creating a patient-centric, accessible, and emotionally resonant experience. The new site guided newly diagnosed patients through education, treatment awareness, and direct pathways to support services, resulting in significant increases in engagement and CRM registration.
Background
OFEV is a prescription medication for idiopathic pulmonary fibrosis (IPF). At the time of redesign, the OFEV website had a dated look and inconsistent brand alignment. Its content lacked depth for newly diagnosed patients seeking education and guidance on what to do next. Business stakeholders also needed the site to better support lead generation through CRM registration and Patient Services enrollment.
Goals
Redesign the OFEV website to reflect a modern, on-brand experience consistent with Boehringer Ingelheim’s updated digital standards.
Create a robust and helpful content experience tailored for newly diagnosed IPF patients.
Improve navigation and storytelling to help users understand OFEV’s benefits and risks and encourage productive conversations with their healthcare providers.
Prioritize the CRM registration and Patient Services number as primary calls to action.
Establish an emotionally resonant but medically accurate tone that empowers users rather than overwhelms them.
Discovery
We began by reviewing the current IA, analytics, and patient feedback from CRM and call center teams. Many visitors arrived via condition-related searches (“what is IPF,” “living with IPF”) and quickly dropped off after encountering dense or overly clinical content.
To better align with patient needs, we:
Conducted journey mapping for newly diagnosed patients and caregivers.
Interviewed medical writers, patient advocacy groups, and brand leads to clarify compliance requirements.
Benchmarked other condition-specific pharmaceutical sites to identify best practices for content hierarchy, accessibility, and readability.
These insights showed that patients needed clear language, empathetic design, and immediate pathways to support.
Implementation
Information Architecture: Reorganized content around patient questions (“What is IPF?”, “How does OFEV help?”, “How do I get started?”) rather than product categories.
Design System: Built flexible modules within the Drupal/Acquia framework, allowing for storytelling components (animations, infographics, patient stories) and improved accessibility compliance.
Visual Design: Introduced a lighter color palette, modern typography, and lifestyle photography reflecting hope and action.
Content Strategy: Simplified copy for a 6th-grade reading level while maintaining medical accuracy. Integrated “Talk to Your Doctor” prompts throughout the experience.
Conversion Optimization: Elevated Patient Services number and CRM registration forms to persistent CTAs with visual prominence across pages.
Outcomes
+38% increase in CRM registrations within the first 60 days of relaunch.
+22% increase in time on page for educational content, indicating stronger engagement.
Improved bounce rate on IPF-related landing pages by 16%.
Positive feedback from brand teams and patient support representatives, noting reduced confusion from callers.
The redesign delivered a modern, empathetic, and compliant web experience that better served both patients and business objectives—transforming OFEV.com into a reliable educational destination and key conversion driver.
Hompage design:
Interior page design:
