How Bionovis reorganized its website for physicians and managers

The Bionovis corporate website had to speak to very different audiences without feeling like three separate sites stitched together. A physician needed quick access to clinical studies and technical prescribing information. A hospital manager needed to understand supply, partnership, and cost. A clinic administrator was looking for enough certainty to take the next step. Because Bionovis manufactures complex biological medicines, navigation friction was not a small detail.

The work started with the homepage architecture. Instead of opening with a generic institutional message, I reorganized the content around search intent. Physician shortcuts moved closer to scientific materials. Commercial information received its own paths for hospitals and clinics. The goal was simple: visitors should understand where to go within seconds, without relying on a deep menu.

On the CRO side, the biggest gain came from removing friction. I reduced clicks, cut long forms, and replaced broad calls to action with actions tied to each product context. I also treated mobile as a real usage scenario, not a final adaptation. Healthcare professionals read between meetings, shifts, and commutes. If the page feels heavy, they leave.

The design was created in Figma and implemented in React. Because ANVISA rules shape how technical pharmaceutical content can be presented, document access had to be clear without turning the site into a hard-to-navigate archive. I created filters and internal search paths to separate studies, reports, and product materials without interrupting the administrative journey.

After the rebuild, average time on site doubled in the first month. The homepage bounce rate dropped, and organic traffic started growing for searches tied to biological medicines. More importantly, commercial contacts became more qualified because each audience reached the form after passing through the right content.