Zytiga (2012)
Art Direction, Web Design
Tablet experience landing page
Descriptions of the Mechanisms of Action
Popup video to show specific details
"Ranking" exercise where doctors tell us how they feel
The mobile experience
Sketches showing early stages of the design and envisioning process
Janssen Pharmaceuticals was looking to create a series of eDetails geared towards oncologists and urologists for their drug Zytiga. They needed to be compatible on all modern browsers (with support back to IE7) as well as tablet and smartphone.
Tablet-Ready Content
After building out the eDetail, the client wanted a version they could put on their reps iPads for use in the field. The content would remain largely the same, but would require converting the content to a touch environment. This conversion required re-envisioning the UI to provide an optimal experience that leveraged expected iPad conventions.
The site was built in HTML5. Janssen's technical team took this HTML5 framework and wrapped it into the proprietary software developed for their system. The finished app was then deployed to rep iPads and was being used in the field.
Two Phases
The first eDetail was centered on getting physician feedback around their general positions on the disease state and then more specifically about how the brand is positioned in the category -- kind of a "give us your opinion" angle. Presenting large amounts of data elegantly and finding opportune times to elicit feedback was a challenge.
The second eDetail focused on serving up the contents of a clinical study on the drug. In contrast, it was much smaller in scope than the first one, but offered a platform to deliver messaging in a clever way.
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