Dexcom
Connecting to HCPs for over a decade
The Challenge
Back in 2016, Dexcom's “Healthcare Professionals” web experience had fallen behind the primary brand, both visually and functionally. Physicians, educators, pharmacists, and payers were arriving at a site that couldn't efficiently surface the clinical information they needed to confidently support and recommend CGM therapy to their patients.
With a rapidly expanding professional audience and a brand that had just relaunched its consumer-facing site, the HCP section was a credibility gap the business could not afford to leave open.
The Approach
FreshForm was selected through a competitive RFP process to lead a full redesign of the Dexcom HCP portal, beginning with research and discovery to audit existing content, establish measurable goals, and map the distinct needs of each professional audience. The FreshForm team designed and built a segmented experience on Drupal (an open source CMS) that allowed physicians, educators, pharmacists, and payers to navigate to role-specific content without losing the coherence of a unified destination.
Over time, the site evolved into a sophisticated clinical platform, with a sample request program that captures provider requests, validates prescribing authority, and submits directly for fulfillment, alongside coverage lookup tools that give providers real-time patient insurance visibility before a prescription reaches the pharmacy.
Throughout, FreshForm worked in close collaboration with Dexcom IT and security teams to maintain MLR compliance, regulatory standards, and data security requirements across dozens of active integrations.
The Outcome
The redesigned HCP web experience gave Dexcom a credible, high-performing digital ecosystem for its clinical audience at a pivotal moment in CGM market growth.
Over the decade that followed, FreshForm continued to evolve the site alongside the brand, navigating Dexcom's expansion from a single product to a full portfolio, integrating CRM systems, adding sample request workflows and SMS alerts, and maintaining regulatory, medical, and legal compliance throughout.
When Dexcom came to FreshForm in 2016, they were looking for a partner to help them reach the healthcare professionals driving CGM adoption… and what started as a single project became a 10-year partnership.
Awards & Recognition