Building Digital Products for a New Healthcare Business
The Challenge
When GlaxoSmithKline (GSK) spun off its consumer healthcare division, creating Haleon in mid-2022, it marked one of the most significant corporate restructures in recent UK business history. Haleon, the newly formed consumer health giant, emerged with a clear purpose: to deliver better everyday health with humanity.
The challenge was to transform Haleon’s fresh brand identity into an intuitive, engaging website that would reflect its purpose, “For Health. With Humanity.” Given the company’s global reach across 170 markets, the website needed to be universally accessible while maintaining relevance to both consumers and healthcare professionals. The emphasis had to remain on communicating the brand’s mission while navigating the complexities of the consumer healthcare space.
Our Approach
As the lead product managers on this project, we provided strategic direction and leadership, coordinating efforts with creative and technical teams to ensure Haleon’s new identity resonated with its diverse target audiences. We played a critical role in translating the new brand strategy into digital elements and functionalities on the website.
Through ongoing collaboration, we fine-tuned the digital design and messaging to better align with user expectations and behaviours. The insights gleaned from user testing informed a set of detailed product requirements, which were handed over to GSK’s technical implementation partners for execution.
Results
The final product—a website with clean, modern design elements and straightforward, motivational communication—was lauded for its simplicity and effectiveness in delivering Haleon’s brand message.
By successfully translating Haleon’s new strategy into an engaging digital platform, we helped position Haleon as a trusted leader in everyday health, backed by science and human understanding.
Key Outcomes
- Website serving as a critical touchpoint for Haleon’s goal of reaching 50 million people by 2025
- Clean, modern design elements with straightforward, motivational communication
- Universally accessible website serving 170 markets globally
- Brand positioning as a trusted leader in everyday health
- Digital platform supporting the removal of barriers to self-care
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