One Platform, Three Clinical Audiences

Snapshot

Client / Fresenius Kabi USA provides medicines, clinical nutrition, and medical technologies for infusion, transfusion, and hospital care. Part of a global network with 85 state-of-the-art manufacturing plants and R&D centers, the company builds on more than 100 years of experience supplying healthcare providers with essential, life-saving therapies.

Company / Multiple, Inc

Focus / Digital Platform Redesign

Role / Experience and Design Lead

Team / 4 people split across design and engineering

Timeline / 6 months to launch

The redesign needed to move Simplist from one generic message to a site that spoke to pharmacists, nurses, and anesthesiologists on their own terms.

Where We Started

Simplist® is a ready-to-administer prefilled syringe line designed to actively reduce preparation and administration errors. The existing website wasn't reaching the clinical audiences who needed it most; content wasn't tailored to distinct user groups, safety and value messaging didn't land clearly, and poor usability made it hard to find what mattered most, exactly when it mattered most.

What Stood in
the Way

A highly regulated, multi-audience clinical environment made every decision harder:

A highly regulated environment.
Every content and design decision went through rigorous legal and compliance review.
Three distinct clinical audiences.
Nurses, pharmacists, and anesthesiologists each had different workflows, expertise, and needs.
Marketing and clinical integrity, at once.
Business goals had to align with clinical accuracy; trust depended on getting both right.
Complexity, simplified without being dumbed down.
Safety and usage details needed to be clear and digestible without losing the clinical weight they carried.

My Strategy

Reaching three different clinical audiences meant designing around each of them, not around the product. Here's what I prioritized:

Built around the audience, not around the product.
Pharmacy focused on diversion deterrence and inventory standardization; nursing cared about eliminating prep steps and reducing waste; anesthesia needed speed and consistent dosing in the OR. I structured content and pathways around those real differences, not a one-size-fits-all message.
Led with safety, not sales.
Positioned Simplist® around safety, simplicity, and confidence in medication delivery, ahead of any marketing angle.
Built to scale.
Reusable templates and components kept things consistent now and ready for what came next.
Compliance built in, not bolted on.
Legal and compliance review lived inside the workflow from day one, so accuracy never came at the cost of speed.

"How do you make my job easier?"

Every audience was really asking some version of this question and each one needed a different answer: less risk for pharmacy, less prep for nursing, more speed for anesthesia.

What I Owned

As the Experience and Design Lead, I stayed hands-on throughout, while working closely with engineering and clinical stakeholders. My work included:

Owned the process end to end.
Led design from research through wireframing and final delivery.
Designed inside real constraints.
Built detailed wireframes that balanced usability with strict regulatory requirements.
Kept everyone aligned.
Facilitated alignment between design, content, legal, and client stakeholders.
Made the complex clear.
Translated dense medical and product information into digital experiences clinicians could actually use.

The Impact

The original site was hard to find, harder to search, and rarely used once people got there, which is exactly why these numbers moved as much as they did:

+114% total sessions
+784% search traffic
+246% referral traffic
+23% average session time

What I'm proudest of: this wasn't just a traffic win. It meant more clinicians finding clear, trustworthy information at the exact moment they needed to make a call about patient care.

What I'd Do Differently

Looking back, three things would have made this smoother:

Tighter review cycles with the client.
Faster feedback loops would have kept momentum without sacrificing rigor.
ISI requirements upfront.
Nailing down Important Safety Information (ISI) digital requirements early would have meant designing for them from day one, not retrofitting after.
Tighter coordination with launch timing.
Aligning the site's rollout more closely with syringe launch dates would have let the experience be fully comprehensive and valuable from day one, instead of catching up after.

Discovery & Wireframe Highlights

The legacy site lacked clear, audience-specific messaging and failed to provide sufficient product, safety, and regulatory information, making it difficult for clinical users to find what they needed. It also underrepresented the brand’s expertise and offered fragmented resources, limiting trust and overall usability.