A new indication for breast cancer diagnosis that redefines what is considered HER2 Negative, launching in the US market only.

• Build awareness for new indication

• Provide Interpretation Guide and Package Insert to interested parties

• Educate audience on the science

• Point to other resources like Her2know.com

• Answer frequently asked questions

The powerpoint graphic (see right) is confusing in its presentation of data. How can we improve this?

The data is currently shown with a bar chart of sorts, but time is not an important factor in this data. A pie chart would be better because it represents 100 percent. The most important element of this graphic is how 60 percent of the 85 percent that was classified as HER2 Negative is now classified as HER2-low and that potentially opens up a new treatment option to patients. I used Ceros to build an animation that better tells this story. The user experiences each piece of the animation that builds to 100 percent and then redefines and emphasizes the now newly classified 60 percent.

The Interpretation Guide and Package Insert are the assets that need to be delivered to users. How best can we do this?

Using our standard Marketo form allows the capture of user information that can be utilized by Inside Sales while also delivering the asset(s) to the user. Upon form submission an email will be sent with download links to each asset. This has been successful in the past. We will monitor the analytics and pivot if needed.

Based on the original hero image provided by the vender I used the colors, image language, and other design elements to tie the page together.

An essential piece of a new product launch is comprehensive adjustment to the site structure to support it. The social campaign will drive traffic to the new page, but the user journey might take them to related content. Updates to content were made on 3 existing pages on the diagnostics site as well as the launch of another new page in support of the new indication. Links from the new page to supportive external sites were also included.

Each project provides insights to how users engage with the site and the various components on each page. The content is vital of course, but we can take general learnings and use them in future projects. Using Contentsquare you can see some example metrics below on how users are engaging with the HER2-low page in its first week. Much can be interpreted from these numbers over time. We can see that users are hesitating to click on the promo image that takes them to Her2know.com. This could be that the call to action isn’t clear enough and we should change it to test another variant. Myself, the strategist on the project and the marketing lead for the product will sit down and interpret these metrics and make adjustments to the page.