The healthcare company GoodRx operates a telemedicine platform that provides free drug coupons across 75,000 pharmacies in the US, with its website receiving around 14 million visitors per month.
It has a history of designing authoritative medical information hubs crossing multiple medical conditions.
When the coronavirus broke out and became a massive public health issue, creating and publishing content faster became a priority.
Fortunately for GoodRx, they replatformed their content management system a year earlier to the headless platform Contentful.
Because its model is so focused on the digital experience, attracting heavy traffic is vital for its business setup. It’s the GoodRx website that displays its products and services to visitors, whether it be discount coupons for prescription drugs or online medical consultations.
Setting up the Covid hub “allowed us to create a while new channel to communicate with customers in a relatively short amount of time,” said Erin Neff, the director of product at GoodRx. “Anything we can do to cut down our time to market is obviously a competitive advantage.”
Thanks to Contentful, the healthcare platform developed and launched its Covid hub quickly – and this was only one of its new products. They also built out an initial version of their telehealth marketplace in the space of a few weeks.
Among its telehealth service listing is the company’s own brand new telehealth business, HeyDoctor. During the pandemic many people have been skeptical about going to physical hospitals and clinics, and this has created a booming telehealth industry.
Speeding time to market
GoodRx has developed multiple content hubs for specific health conditions – whether it be allergies, acne, diabetes, etc. Builing these fast means reaching new visitors and giving them the information they are in need of.
Pharmasists, nurses, and doctors – all experts in their fields contribute content to these GoodRx health hubs. Through the Contentful platform, its custom permissions and roles make it simpler for these expert contributors to write and get published.
Landing pages can be designed and personalized for the specific target markets by the marketing team. “Contentful allows us to iterate on top-of-the-funnel content extensively and test what is effective and what isn’t, and also to add personalization for different targetable segments,” said Erin Neff, director of product at GoodRx.
“We’re all trying to improve our time to market. And this is a tool that really allows us to do that.”
While GoodRx was implementing Contentful, it chose to build a whole new tech stack to give itself the ability of fast content creation with flexibility.
The mixture of flexibility, testability, and consistency would be difficult to construct and manage without the structure of Contentful. “It’s easy to design a system that’s well-tested and has a consistent look and feel by sacrificing flexibility,” said Jack Lenehan, the engineering lead at GoodRx. “It’s also easy to design a system that’s flexible by sacrificing consistency and stability.
“Accomplishing both objectives without those downsides was a challenging problem to solve, but I feel like we were able to do a good job with it.”
It’s Contentful transformation has led to positive changes in site traffic and search engine rankings. For example, organic traffic has seen an increase, with the website ranking nicely for targeted keywords.
And they’re not finished there. “Our blog is one of our biggest organic traffic drivers,” added Erin. “So converting that from a WordPress blog to a Contentful blog is the direction we’re moving to next.”
The future looks bright and clear for the Contentful relationship. “Contentful has been fun, interesting and easy to work with,” said Thomas Goetz, GoodRx’s chief of research.