RUBRACA needed a modernized HCP website that could present complex oncology information with clarity, structure, and clinical credibility. The existing site made it difficult for healthcare professionals to quickly locate the efficacy, safety, and prescribing data they needed. With oncologists moving fast and relying on digital touchpoints for accurate guidance, the experience required a complete UX and design rethink.

As the Digital Lead at Heller Agency, I directed the overall experience strategy and led the UX and design effort from initial structure to final interface.

I began by reorganizing the information architecture around the way oncologists evaluate therapies: efficacy first, safety next, and prescribing essentials close by. This logic shaped the flow, content hierarchy, and layout system. I introduced scannable patterns, improved visual rhythm, and designed interface components that reduced cognitive load while supporting scientific precision.

The visual direction balanced clinical seriousness with modern usability. Careful spacing, typography, and contrast helped bring clarity to dense medical content without overwhelming the user. Throughout the project, I collaborated across strategy, medical, and development teams to ensure the final experience remained aligned with regulatory needs and HCP expectations.

The updated RUBRACA HCP website delivers a more intuitive, trustworthy, and efficient experience for oncology professionals. Complex information is now structured logically and presented with clarity, allowing clinicians to access critical data quickly and with confidence. The strength of the redesign was recognized industry-wide, earning the project a 2025 Fierce Pharma Marketing Award Finalist distinction.