EPG Health launches Medthority, a medical website personalised for doctors and tailored for pharma

When providing medical information online, enhanced user experience (UX) is the key to delivering real according to digital medical publisher EPG Health. Such is their reason for launching Medthority (www.medthority.com), to replace the company’s previous website for healthcare professionals (HCPs), epgonline.org.

Independent medical websites are HCPs’ preferred channel for accessing clinical information, with 96% rating them important (65% very important)*. However, finding and consuming relevant and up-to-date information in a congested online space remains a challenge, with half reporting ‘lack of time’ a contributing factor**. Via Medthority, EPG Health aims to bring advances in user experience and personalised content discovery, which most HCPs expect from consumer-led websites but still lack it in their professional lives.

To develop Medthority, EPG Health partnered with Episerver, leveraging its Customer Centric Digital Experience Platform. Named a leader in the 2020 Gartner Magic Quadrant for digital experience, Episerver’s platform-as-a-service (PaaS) model uses Microsoft Azure, and was selected by EPG Health to take advantage of artificial intelligence and machine learning enabled personalisation. The advanced functionality and features allow content on Medthority to be surfaced based on user profile, behaviour and peer activity.

Supporting patient management and treatment decisions, the mobile-optimised website includes content such as disease awareness, clinical trials, drug data, patient support materials and medical congress output. Access to these is facilitated through:

Discovery – intuitive search, navigation and relevant signposting driven by profile and behaviour
Relevance – recommended services, including personalised user dashboard and tailored notifications
Convenience – functions like bookmark and resume journeys
Format – content optimised, chunked and sequenced for ease of digital consumption