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UnifiedRx PromotionalStandards
For the foreseeable future,the brand.com is the marketing hub
The primary traffic driver will beGoogle’s Search & Knowledge Graph
PAID
OWNED
EARNED
…for both patients and HCPs
- Guidance for Industry: Presenting Risk Information in
Prescription Drug and Medical Device Promotion.
U.S. Department of Health and Human Services
Food and Drug Administration, May 2009
And the content will be designed to satisfy this FDA guidance:
“ ”
Five consistent elementson every “typical” U.S. Rx Site
(Desktop view)
Consumer: Indication, Safety Information, Medication Guide
Professional: Indication, Safety, Prescribing Information
Prescribing Information (always same 17 Sections)
HCP Access Gateways
Future expansion: Global Patient/HCP Access Gateways
Site Exit Gateway
But the devil is in the details…
(eg 3 sites for products treating RA)
Responsive is table stakes
Rx sites now ~40% mobile traffic.
Any new sites clearly should be responsive.
THE SITUATION
MANY SIMILAR RESPONSIVE TEMPLATES(AGENCIES SEE LATEST APPROACHES FROM MANY CLIENTS)
WIDELY ADOPTED TECH PLATFORM(DRUPAL/ACQUIA IN PLACE AT MANY CLIENTS)
IDENTICAL LEGAL REQUIREMENTS
NO SECRETS(HTML/CSS/JS IS EXPOSED AT ANY Rx SITE LAUNCH)
OUR RECOMMENDATION
INDUSTRY-WIDE STANDARDS
FDA APPROVED
GOOGLE ALIGNED
PLATFORM OPTIMIZED
OPEN SOURCED
CORE INGREDIENTS
Persistent Fair Balance (locked, scrolling, expandable, integrated, search optimized)
Site Exit
window
Semantic templates for
Important Safety,
Prescribing Information,
Medication Guide
Professional Access
Gateway window
THE BENEFITS
CONSISTENCY OF USER EXPERIENCE
IMPROVE SEARCH RESULTS
CREATIVE & LEGAL CAN FOCUS ON BALANCE
WITHIN CONTENT AREAS
COST & TIME SAVINGS ON EVERY SITE
LEVERAGE Rx CODING COMMUNITY FOR
CLIENT SPECIFIC VERSIONS + UPDATES
Work in progress…
PARTNERSHIPS
RESEARCH
UX (Mobile)
UX (Desktop)
PATIENT ADVOCACY
CODE
PROTOTYPING
NEXT STEPS
PUBLISH SITE STANDARDS
AS OPEN SOURCE (JUNE 2015)
EXTEND SITE TEMPLATES TO EX-U.S.
COUNTRY/REGION SPECIFIC VERSIONS
EXTEND Rx PROMO STANDARDS BEYOND
SITES:BANNERS, VIDEO, TABLET DETAILS, APPS
EXTEND DATA/SEMANTIC STANDARDS
Thanks!
Further information:
David Cherry
Chief Digital Officer
Sudler New York
212.614.4184
