Physicians Web site for a Leading Pharmaceutical Specializing in Pain Management All Case Studies
Deliver what you say you’ll deliver, when you say you’ll deliver it.
The Challenge
A major pharmaceutical manufacturer had a problem: Its leading brand had been on the market for an entire year, but it still didn’t have a website. Every day, the company was losing valuable opportunities to reach physicians. The only online presence for the brand was a single “billboard” style page on the Web. The full site had been tied up in an ongoing swirl of re-branding, revamped ad agency creative, and medical-legal review delays. A vital channel was, essentially, lost … in limbo. The need was more than urgent. It was a classic case of “I need it done yesterday.”
The challenge: obtain med-legal approval and launch a site for the brand as soon as possible, with abbreviated brand equity. Then, once branding was approved, adapt the site to accommodate a full brand launch.
The Electronic Ink Solution
The key to successfully delivering a tightly-scheduled project is having a good strategy, coupled with solid communication. To meet the client’s three-way challenge of schedule, brand updating, and medical review board approval, Electronic Ink developed a strategy based on adaptability.
Electronic Ink first revamped the medical review process with the client’s internal project management team. We ended up establishing enterprise-wide standard operating procedures for digital asset delivery — in conjunction with the existing med/legal review process — so that workflow and timeframes for approvals were streamlined.
Next, we designed a phased approach for releases and updates. The project would deliver not one but several websites in a series, with flexible solutions designed to get the job done.
The preliminary site was modeled after a well-known medical journal. The site gave physicians the information they needed in a format uniquely familiar to them. Once the new agency branding was approved, the site was updated with more robust content and graphics.
Electronic Ink’s technology team worked hand-in-hand with the client’s internal development team to integrate the new elements, fostering rapid turnaround at each phase. The final, re-branded site was live just two short weeks after the preliminary site’s launch.
Impact
Electronic Ink’s flexible launch strategy and consistent communication drove the site to launch with project management and a design approach that leveraged adaptability. Most of all, the essential goal — speed to market — was met, making up for time lost.