Supernus (Myobloc)
Pharmaceutical company Supernus wanted to transition the marketing for their drug Myobloc from “leave behind” print content that drug representatives would give to doctors to a website. The print materials were already well-received. We decided to transition them to HTML. Improvements to the website contributed to a 15% increase in revenue.
Audience: Providers
Goals:
To transition sales from drug representatives in the field to the website.
To better differentiate the drug from competitors.
To clarify the complicated purchasing process.
Actions: I crawled the site with Screaming Frog and created a page inventory that identified useful PDF content that could transition to HTML. I established analysis criteria, reviewed the competitive analysis done recently by MERGE, and reviewed site metrics.
Deliverables: A Keep/Edit/Delete list of the content and a slide deck with audit findings, recommendations, and actionable steps.
Findings: I found that the print leave-behind content was high quality, so we were starting from a good place. The website, however, had fundamental problems. The content did not have consistent content models. Important CTAs on the site were missing or hard to see. The ordering and reimbursement steps were not clear. Bragging points like easy administration were not emphasized. Important content, like injection training, was missing.
My recommendations:
Transition the high-quality print collateral to digital channels as HTML and optional PDFs.
The high-quality print assets could be in both HTML pages with optional PDFs in case doctors wanted to print the information.
Fill in CTA gaps
Add CTAs for ordering, reimbursement, and injection training.
Make ordering and reimbursement clearer
Clarify content around ordering and reimbursement given it is a confusing multi-step process.
Differentiate
Emphasize the beneficial differentiators of the drug’s administration.
Enhance web and telehealth tools
Promote the tools. They increase access and convenience. This includes the training videos.
Create content models
Create content models for the components (forms, illustrations, CTAs, profiles, etc.) and use plug-in templates for new content.
What I learned: It saved a lot of time and money transitioning excellent print content to HTML. Don’t assume you need to start from scratch.
Compare to Inspire
I gave examples of excellent online resources produced by competitors to inspire their transition from print to screen.
Transition PDF Content to HTML
On the final site, the excellent, printed “leave-behind” materials were transitioned to HTML, making the site more robust and useful.
Clarify Content and Boost Revenue
The final site makes the reimbursement process much clearer by breaking it down and consolidating it all in one place.