ABOUT

Problem statement brief:

Physicians are increasingly confused with different HCP websites offered by the same pharmaceutical company. Scattered web offerings and missing integration of medical, commercial, global and local websites lead to dilution of traffic and high dropout rates. At the same time, HCPs are increasingly spending time online to stay up to date and expectations are high to find the desired information easily. According to our own research, Pharma websites are seen as generally biased by HCPs. We therefore strive to offer HCPs access to independent medical portals (as their preferred source of information), as well as providing company-generated unbiased scientific data next to product-related information in N&I and Oncology through dedicated global HCP hubs.

The final products will be two independent websites each with neutral (non-promotional) landing pages and a product-agnostic medical/scientific section in the one hand, plus a products-section that includes branded/commercial content on the other hand. The two websites should accommodate for offering future pipeline pre-launch information and links to trusted third-party HCP websites.