Project Background
The EYLEA® 8 mg website is a healthcare professional (HCP) product detail page for EYLEA® 8mg (aflibercept), Bayer's next-generation anti-VEGF therapy for neovascular AMD and diabetic macular oedema. Launched globally and now approved in 60+ markets, it sits at the intersection of pharmaceutical promotion, medical education, and regulatory compliance.
This audit examines the page not as an isolated design artefact, but as a business-critical digital touchpoint that must simultaneously educate retinal specialists, drive prescribing confidence, meet legal obligations, and perform as a conversion mechanism in a competitive anti-VEGF landscape where Novartis (Lucentis, Beovu) and Roche (Vabysmo) are investing heavily in digital.
Key research insight: HCPs on product pages are "precision scanners" - they arrive with a specific question, spend an average of 2–4 minutes, and expect the answer within two scrolls. The current page architecture does not match this scanning behaviour.
As we were using the design system given to us by Bayer, we were restricted in what we could do so we wanted to push the boundaries of the system and client preference to make something more bespoke.
GA4 data tracked across a 60-day period pre-launch (V0.6) vs 60-day period post-launch (V2.0).
All metrics represent verified HCP sessions only.
GA4: Bounce rate 68%→41%, SmPC CTR 4.1%→11.8%, resource downloads 1.2%→7.4%, full funnel comparison with 1,000-session before/after
Hotjar: Side-by-side click heatmaps showing heat migrating from ISI banner to the dosing visualisation and inline SmPC CTAs; session recording findings (rage clicks down from 34%→2%)
UX Tweaks: Task completion scorecard across 6 HCP scenarios, time-to-task improvements, SUS score 48→79
