Sudler is pleased to announce an initiative to create Open Source standardized website safety information components that are FDA compliant, responsive, and semantically-optimized to comply with both the FDA’s microdata format and Google’s Knowledge Graph requirements. The ‘Rx Promotional Standards Distribution’ will leverage Drupal and the Acquia Cloud platform to deliver significant operational efficiencies to pharmaceutical agencies and firms.

1. Unified
Rx Promotional
Standards

2. For the foreseeable future,
the brand.com is the marketing hub

3. The primary traffic driver will be
Google’s Search & Knowledge Graph
PAID
OWNED
EARNED

4. …for both patients and HCPs

5. - Guidance for Industry: Presenting Risk Information in
Prescription Drug and Medical Device Promotion.
U.S. Department of Health and Human Services
Food and Drug Administration, May 2009
And the content will be designed to
satisfy this FDA guidance:
“ ”

6. Five consistent elements
on every “typical” U.S. Rx Site
(Desktop view)

7. Consumer: Indication, Safety Information, Medication Guide

8. Professional: Indication, Safety, Prescribing Information

9. Prescribing Information (always same 17 Sections)

10. HCP Access Gateways

11. Future expansion: Global Patient/HCP Access Gateways

12. Site Exit Gateway

13. But the devil is in the details…
(eg 3 sites for products treating RA)

17. Responsive is table stakes
Rx sites now ~40% mobile traffic.
Any new sites clearly should be responsive.

18. THE SITUATION
MANY SIMILAR RESPONSIVE TEMPLATES
(AGENCIES SEE LATEST APPROACHES FROM MANY CLIENTS)
WIDELY ADOPTED TECH PLATFORM
(DRUPAL/ACQUIA IN PLACE AT MANY CLIENTS)
IDENTICAL LEGAL REQUIREMENTS
NO SECRETS
(HTML/CSS/JS IS EXPOSED AT ANY Rx SITE LAUNCH)

19. OUR RECOMMENDATION
INDUSTRY-WIDE STANDARDS
FDA APPROVED
GOOGLE ALIGNED
PLATFORM OPTIMIZED
OPEN SOURCED

20. CORE INGREDIENTS
Persistent Fair Balance
(locked, scrolling, expandable,
integrated, search optimized)
Site Exit
window
Semantic templates for
Important Safety,
Prescribing Information,
Medication Guide
Professional Access
Gateway window

21. THE BENEFITS
CONSISTENCY OF USER EXPERIENCE
IMPROVE SEARCH RESULTS
CREATIVE & LEGAL CAN FOCUS ON BALANCE
WITHIN CONTENT AREAS
COST & TIME SAVINGS ON EVERY SITE
LEVERAGE Rx CODING COMMUNITY FOR
CLIENT SPECIFIC VERSIONS + UPDATES

22. Work in progress…

23. PARTNERSHIPS

24. RESEARCH

25. UX (Mobile)

26. UX (Desktop)

27. PATIENT ADVOCACY

28. CODE

29. PROTOTYPING

30. NEXT STEPS
PUBLISH SITE STANDARDS
AS OPEN SOURCE (JUNE 2015)
EXTEND SITE TEMPLATES TO EX-U.S.
COUNTRY/REGION SPECIFIC VERSIONS
EXTEND Rx PROMO STANDARDS BEYOND
SITES:BANNERS, VIDEO, TABLET DETAILS, APPS
EXTEND DATA/SEMANTIC STANDARDS

31. Thanks!
Further information:
David Cherry
Chief Digital Officer
Sudler New York
david.cherry@sudler.com
212.614.4184