Eisai Website

UX, design, build, content creation and compliance testing.

To counter a decline in F2F sales, Eisai needed an improved, effective online space where Health Care professionals could go to discover detailed sales and medical information on the company’s pharma products. 

Working closely with AKQA, who built a web framework, Polar were tasked with designing the site, reviewing existing content, and where needed, creating new content. All whilst ensuring this met strict medical compliance requirements and meeting the needs of multiple stakeholders. 

Eisai promotes Oncology and Neurology pharma treatment products to Health Care professionals. Post covid, the company had seen a decline in F2F sales. To address this, a smarter, more attractive site was needed to showcase Eisai’s products – which was available only to healthcare professionals. 

Working with AKQA who built development structure for the site, Polar embarked on a phased process to develop a website that would work hard to boost sales to Eisai’s core HCP target audience. 

With a host of legal and compliance rules to be considered, alongside the demands of a variety of stakeholders with differing perspectives – including product marketing teams, medical/pharma and legal representatives, the build would be a complex process.

Strategic, creative and design needs all had to be addressed, then followed with compliance. Implementation had to meet a range of technical challenges, including a development integration with Sitecore CMS, and exploration of alternative (and compliant) responsive behaviour for all breakpoints.

By completion, Polar had developed a smarter, more effective site, that was fully accessible and easier to navigate throughout. An intelligent home for sales materials that looked better, worked more intuitively and met all compliance requirements. 

Key deliverables for the Eisai Website

Phase 1. UX.

Website UX review and updates to core sitemap, wireframes to prioritise content buckets and design.

Phase 2. Content and Copy

Content review and execution – evaluate key sales aid materials and approved medical content.

Produce new copy documents for products, that accurately covered: Indications, Efficacy, Resources, Safety and tolerability, Dosing and Mode of Action, alongside all required technical and medical referencing. across the board.

Phase 3. Compliance

Support brand teams and compliance / legal reviews on final execution.

Phase 4. Design

Implement approved content into a website UX and then design, considering: breakpoints, navigation, engagement, development requirements, accessibility, SEO, compliance, Imagery and animation treatment.

Phase 5. QA

Quality assurance; working with multiple stakeholders across final reviews, content and website optimisation and quality control.

Phase 6. Production

Work closely with content and development teams to integrate our creative recommendations online. Liaising with both AKQA, who owned the core site build, built-in Sitecore) and Eisai’s own in-house content management team.

Phase 7. Global rollout

Implement translation requirements, to ensure all designed assets are editable – graphs, tables, references, images, CTAs.

Steering agreement with stakeholders on best levels of resource tool kits to support local activations and compliance considerations. 

Supply of written content breakdown to local markets for translation – making local activation as straightforward as possible. 

helping to manage the process/stakeholders and agree on the right level of resource tool kits to support local activations and compliments considerations.

Results

Through a complex, collaborative process, involving multiple stakeholders, Polar successfully implemented a responsive web build – encompassing redesign, development and content compliance.

Eisai were happy with a smarter, much more accessible site, that was easier to navigate, providing a far more intelligent space to showcase product sales materials. In addition, going forward, the site was designed for flexibility, making it more easily adaptable for different local markets.

Disclaimer

“This case study has been created solely for the purpose of demonstrating our work in website design and development. The content and materials presented in this case study do not constitute an endorsement, promotion, or advertising of any products, services, or trademarks of Eisai or any other third-party companies mentioned. Any resemblance to actual products or services is purely coincidental. The views and opinions expressed on this site and herein are those of Polar Advertising LTD and do not reflect the views and opinions of Eisai or any other organisations mentioned.“.