Before the inception of eZReach, pharma clients have to navigate a cumbersome process to launch banner ads on eZRx+. There were extensive email exchanges and limited campaign visibility.
The manual ad request management became unsustainable as the client base grew, prompting the need for a self-serve platform to streamline the ads setup and monitoring processes.
Implemented and scaled an Ad tech solution across 10 markets in Asia, automating banner ad campaign workflow and improving communication with pharma clients.
Introduced real time campaign performance tracking, driving monetisation, and securing new ad contracts.
The campaign information, client names, and campaign metrics indicated on mockups are placeholder for illustration purposes and do not reflect any real data on the live eZReach application.
B2B Web Application
10 markets in the East Asia and Southeast Asia
Late 2022 to Late 2023
Figma, Jira, Confluence
eZReach started as a simple Minimum Viable Product (MVP), to empower pharmaceutical clients to self-serve and launch banner ad campaigns on eZRx+, a B2B healthcare e-commerce platform.
Initially piloted in Singapore and the Philippines in early 2023, its success prompted expansion to other markets alongside the full launch of eZRx+ later that year.
Pharmaceutical Companies.
Client: Employees from the partners’ marketing team.
Internal: Zuellig Pharma's marketing team, business development team, IT managers, and regional administrator.
A lean team of ~10, including local and offshore members from product and engineering.
I designed the user flow for campaign setup, spanning from client to administrator interfaces, facilitating feedback exchange. I also established intuitive campaign status tags accessible to both client and administrator users to streamline updates.
eZReach simplifies the banner ad launching process into 3 simple steps, eliminating the need for drafting, submitting, and communicating campaign requests through Microsoft Forms and emails.
Previously, clients had limited visibility into how their campaigns would appear on eZRx until the launch date. With eZReach, clients can preview banner ads on desktop and mobile devices while crafting the campaign, allowing for adjustments to artwork (if necessary) before submission.
Upon submission, the latest campaign automatically appears at the top of the campaign list view. Clients can effortlessly monitor their campaign approval status and take necessary actions promptly.
After the client submits their campaign request, the designated market administrator receives an email notification, prompting them to review and respond within 3 working days.
In the administrator console, users gain an overview of all client-submitted campaigns. They can easily sort campaigns by submission date and status, facilitating prioritization and filtering of campaigns that require attention.
On the individual campaign detail page, admin users can thoroughly review and input any relevant information before approving. Should any issues arise, they have the option to reject the campaign and provide feedback to the client, facilitating necessary corrections before resubmission.
All feedbacks are provided in real time. Once a campaign is either approved or rejected, the client will receive the corresponding email notification promptly.
On the scheduled campaign launch date, the banner ads will automatically appear on eZRx at the designated time. Clients can access eZReach to monitor the performance of their banner ads. They may also compare up to three campaigns simultaneously.
Initially, I started with a straightforward design, assuming one administrator per market for reviewing campaigns. However, as the platform expanded, complexities emerged, requiring a nuanced approach.
It took time to iron out the stakeholder roles and responsibilities and structure the platform accordingly. We discovered the need for regional administrators in some regions and restrictions for accessing specific entities within markets with multiple entities.
After clarifying workflow and access needs, I proposed a multi-level administrator solution:
As the platform expanded, I occasionally overlooked changes on screens I wasn't actively working on.
For instance, when introducing a new banner package type, the engineers added filters to the main campaign list screen by replicating existing ones, resulting in an overcrowded interface, which affected usability.
I proposed consolidating the filters to the team to improve usability and allow for future expansion. This incident taught me to consider broader implications when implementing new features and to proactively review frontend implementations to maintain usability.
Successfully garnered stakeholder buy-in to fully integrate eZReach with eZRx+.
In response to the rising interest in eZReach, from mid-2023, the business development team doubled the price from USD 500 to USD 1,000 for a standard 2-week banner ad.
The team plans to broaden ad offerings with additional types in development. In response to client and market feedback, collaboration with the data team is underway to integrate advanced features.
Below are enhancements slated for future launch:
Discrepancies between design and development are common, and it's easy to overlook details when I’m stretched with multiple tasks.
However, it is essential to allocate time each week to review the latest build, bridge communication gaps with engineers, and stay informed about UI updates.
Throughout eZReach, there have been numerous design and development iterations to accommodate late-stage use cases. As the product initially began as a simple MVP without concrete growth plans, many of these changes were unforeseen.
This experience emphasized the need for modular and scalable components to facilitate product expansion.
Working on eZReach has been incredibly fulfilling, allowing me to engage in full-cycle product development and shape the roadmap. Collaborating with a proactive team across Singapore, India, and Vietnam, communication knows no boundaries.
Given the opportunity, I'm eager to oversee the advanced banner ads and email campaigns, gather stakeholder feedback, refine user experience, and tailor insights to pharma clients' needs.
