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Femara
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After receiving a new breast cancer indication approval for Femara®, Novartis needed to revise its International Femara Web site. Strategic Domain developed an online strategic plan and Web site redesign to build global awareness with physicians about Femara's new adjuvant therapy indication.
Our online goal was to create awareness for Femara's effectiveness in breast cancer adjuvant therapy treatment with the target audience. Strategic Domain was able to develop a new creative direction that reflected the overall education campaign and present a strong brand message. Because oncologists are heavy users of Web-based information, we had to ensure this audience recognized the new indication as well as the proven clinical effectiveness of the product. By creating more visibility for News, Product Information, Thought Leader presentations, Journal Articles and Webcasts we were able to drive through the "value proposition" of the Web site and the Femara message.
Organizing the Web site into two separate channels of information required an intuitive and comprehensive product information and resources section for each treatment therapy, including clinical data and patient education materials. This approach also provided a flexible structure for future updates and expansion. Strategic Domain made it quick and easy for the audience to see, understand and click-through to specific product and treatment information.
Recognizing that the physician audience is treating both adjuvant and extended-adjuvant patients, cross-promotional messaging was included within the product channels. |
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