A brand service ecosystem, including a microsite and utilities, on the proposition that America’s only HPV vaccine protects a young woman’s vision of ‘Camelot’ against embarrassing or fatal STIs.

1. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
Enhanced Service Offering
Platform & Structural Development

2. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
Sexual Health & Well-Being
Information Resource
• Description:
– A online customizable sexual health information resource and
experience that visitors control themselves
• Intent:
– The core of the program will provide visitors with essential
information & content on sexual health well-being

3. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
Dual-option experience
• Option 1
– Based on specific inputs visitors provide, such as age and/or topic of
interest, the experience will provide tailored stream of information –
original and/or aggregated content.
• Option 2
– A search (and content aggregation) function (like Digg) will also provide
visitors with access to the specific information they’re seeking – also
original and/or aggregated content
• Sample content:
– Health information, including treatment options
– Practical information, such as neighborhood physicians and locations
for exams.

4. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
G
A
R
D
A
SIL.CO
M
W
EBSITE
Original
Content and
Functionality
Aggregated
3rd
Party Content
q Custom content selection
q Custom navigation
q Chat
q FAQs
q Newsletter
q e-Cards
q Search
q CoIN
Physical
Campus
HCP
Contextual
Face Book
Twitter
You Tube
Behavioral
Online
targeting
Sexual health topics based
on user preferences
H
CP
·∙ Two distinct customizable website experiences: YAF and Mom
·∙ Proposed architecture works for YAFs and Moms
·∙ Suggested content selections would be tailored to and reflect individual
audience needs
·∙ 3RD
party content aggregated within portal template for consistent look and
feel
·∙ Original content and tools:
D
R
IV
ER
S
iVillage
WebMD
Cosmo
Mayo Clinic
Oprah
3rd PARTY
RESOURCES
ESO
ECO
SY
STEM
HCP recommends
portal to YAF and
Moms
Vaccination

5. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
Potential experience flow
0.0
Home Page
(Neutral)
Age Qualifier
Search
1.1
Sex
Search
1.0
YAF
Topic Qualifier
Search
1.0
Mom
Topic Qualifier
Search
1.1
Health
Search
1.1
Reproductive Health
Search
1.1
Sex
Search
1.1
Health
Search
1.1
Reproductive Health
Search

6. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
Tools
Original content Aggregated content
Articles, columns, blog entries, studies – brand-fostered
User-submitted content, questions (and answers)
Teen Trends (Mom-oriented)
From multiple health, sexual health & well-being, parenting,
and related sources
Similar to Digg in search functionality
Polls, quizzes, test-your-knowledge Polls, quizzes, test-your-knowledge
Panel of experts
Compile a catalogue of articles/content from leaders in
the field
Experts – leading gynecologists, therapists, 3rd party
org. leaders
‘Real Life’ people/peers – Cervical Cancer survivors
External experts
Compile a catalogue of articles/content from leaders in
the field
Experts – leading gynecologists, therapists, 3rd party
org. leaders
‘Real Life’ people/peers – Cervical Cancer survivors
Personalized mailings/emails/e-cards
E/Newsletter with topics a visitor signs up for (monthly?)
News alerts on topics of interest to the user
Personalized mailings/emails/e-cards
E/Newsletter with topics a visitor signs up for (monthly?)
News alerts on topics of interest to the user
Personal “tracker”
Diary, health tracker, – visitors enters their info/entries
(for own use)
Peer-to-Peer
Eg. Facebook
CoIN – Collaborative Innovation Network – communications,
exclusive content, ambassador opportunity, brand research
Peer-to-Peer
Eg. Facebook

7. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
Aggregator Example
Search Function
Articles
User choice
within the environment

8. ED KISHINEVSKY!
Senior Strategist!
Ecosystem Design: Gardasil!
Execution