|  |
 |  |
 | |
 | |
 | |
 | |
|
Challenge:
Create an online presence to communicate the key features of a unique medical device to an audience that varies widely in education level.
Solution:
Develop a Web site that matches the look and feel of existing company literature. Divide the audience into separate forums, each presenting a specific type and level of information. Develop content of sufficient depth and timeliness to attract each audience on a regular basis. Keep download times short by nesting levels of graphic/data load. Allow audience to self-select for large downloads, keeping site responsive and fast.
Key Features:
- Surgeons can access details of surgery, research, and commentary.
- All product claims are supported with bibliography dating back 100 years.
- Other health professionals can review complete patient treatments specific to their field.
- Patient education brochures can be viewed online before ordering (also online).
- "Virtual Theatre" animations illustrate key concepts.
- "Test Your Knowledge" quizzes test surgeons on technique and rank-orders them against their colleagues. Special qualifier questions eliminate non-surgeons from the statistical calculation.
- Feedback forms are provided throughout the site.
