–

–

–

–

–

–

–

–

Current content approach Recommended content approach

1 2

3

1

2

3

1 – General public

2 – Patients

3 – Medical professionals

Level of

access

Not producing less for

medical professional but

quality content that is

“public friendly” caters for

core needs of HCPs

Reading view in Hub

Additional browser tab

For content generated

on the platform

3rd party content

Existing AbbVie content

–

•

•

•

•

•

•

•

•

1

2

3

4

Measure

Report

Analyse

Optimise

Identify what metrics are important to the business and ensure the right data is being captured accurately and consistently based on the content

Get the relevant data, to the right people, at the right time and ensure they know how the data should be used

Understand visitor behaviours to generate

actionable insights

Improve the performance

(engagements and ROI) by making changes

based on data

Sources: Warc, eMarketer

–

–

–

–

Entry point (as general public)

Doctors.net.uk authentication services

• 199,000 doctors have already registered with Doctors.net.uk

• Each registration is authenticated against GMC data

• Doctors are profiled by specialty, seniority, clinical interests, professional responsibilities and place of work.

• Doctors.net.uk provides an authentication service for third party websites which:

– Allows doctors already registered to securely access content on third party websites and mobile apps using their Doctors.net.uk username and password

– Allows non-members, HCPs and Payers to register

– Provides profile information to third party

– With consent reveals identity of each user –to integrate with CRM

• When combined with targeted promotional programmes (web & email promotion) this provides high levels of engagement from target doctors

116

• Since 1998, 199,000 doctors have registered with Doctors.net.uk

• Each doctor is authenticated against information licensed from the GMC

• A detailed profile for each doctor is created

• Email, fax and telephone support is provided during office hours

• Updates from GMC identify doctors no longer registered or no longer licensed to practice

117

Authenticated registration of GMC registered doctors

• Doctors.net.uk can also provide custom registration service for other HCPs

• Over 3,800 nurses have already completed registration (UKnursing.net)

• Clinical groups are authenticated by professional registration (e.g. NMC number)

• Customer support team check registrations by other groups – Payor group

118

Registration for other HCPs

Example traffic driving services

119 Solus email

ClinAlert

ClinTalk

DrClicks (CPC)

Display

Binley’s Web Validation Service

The product features/overview • Based on the most comprehensive

database of HCPs in the UK. • Fits seamlessly into any website login

system (eg via an API*). • Provides robust authentication of

HCP details. • Meets local data protection and

pharmaceutical compliance standards.

• Unlike other systems, does not require the HCP to leave the original web asset.

• Flexible Service Levels.

Figure 1. Schematic for how the API based validation service process flows

Client HCP Registration Page

A P I

API Validation Outcome

“Yes” (Valid)

Permanent Access Permitted

API Validation Outcome

“No” (Not Valid)

Access Denied

API Validation Outcome

“Pending” (TBC)

Temporary Access Permitted or Access

Denied*Binley’s Database

Notes: *Client determined

Binley’s Dashboard

Binley’s Research Team

Denotes interaction/interface

API Validation Outcome

Web Asset Access Status

Service Levels

Service Levels relate to the required level of response/support for registering HCPs • Bronze. This level of service provides the API and access to the Binley’s database only. The client will be responsible

for handling all “pending” validations.

• Silver. This level of service includes the Bronze level provisions plus a manual (on screen) validation service for all

HCPs who fall into the “pending” category. This service has a cap of 10 validations/month and a “within 24 hours” response time during the working week.

• Gold. This level of service includes the Silver level provisions plus an advanced manual (on screen and telephone

based) validation service for all HCPs who fall into the “pending” category. This service has a cap of 10 validations/month and a “within 24 hours” response time during the working week.

• Platinum. This superior level of service includes all Gold level provisions plus a full customer service support package

(Monday to Friday) to include; a personal (telephone) welcome to the web asset, a helpline for ongoing enquiries and full telephone validation of any “pending” registrations.

Figure 1. Schematic for how the API based validation service process flows

Client HCP Registration Page

A P I

API Validation Outcome

“Yes” (Valid)

Permanent Access Permitted

API Validation Outcome

“No” (Not Valid) Access Denied

API Validation Outcome

“Pending” (TBC)

Temporary Access Permitted or Access

Denied* Binley’s Database

Notes: *Client determined/”Pending” denotes HCP details do not appear to be on the Binley’s database/

Binley’s Dashboard Binley’s Research

Team

Denotes interaction/interface

API Validation

Outcome

Web Asset

Access Status

CO

NS

UM

ER

S

BR

AN

DS

400

200

300

700

400

v

21 markets / 25 languages

Multiple websites / no single platform

Product / brand inconsistency

Users accessing from mobile, tablet and

desktop

Honda-ness

P13

Reference Boards

Exploration Boards

Honda-ness

P18

Reference Boards Exploration Boards

Honda-ness

P29

Reference Boards Exploration Boards

Content reflows to suit the

size of the device you are

using

Template reshuffles to suit

the size of the device you are

using

Optimised experience to help

increase conversion

Austria

Estonia

Latvia

Lithuania

Belgium

Czech Republic

Denmark

Finland

France

Germany

Hungary

Italy

Netherlands

Norway

Poland

Portugal

Slovakia

Spain

Sweden

Switzerland

United Kingdom

e.g. interactions & processes e.g. page types & modules e.g. copy & images

Seamless customer experience

across core product types; cars,

bikes, marine,

Volume of copy/images/animations

– volume of languages

A robust framework delivering

page types with flexible publishing

rules (23 page types & 100

modules)

Sources: Warc, eMarketer

•

•

OVERVIEW

Click to edit Master

text styles

Click to edit Master text styles

•

•

•

•

•

•

•

•

•

•

•

• •••

•

•

•