As content lead on the GSK team at Red Ventures, I had the opportunity to help build a paid search website for Advair.

Context: Advair is an asthma medication that was set to go off patent in 2018. The goal at the time was to drive sample and coupon requests from healthcare professionals (HCPs) before generics entered the market. In initial research, we found that consumers often end up on HCP websites, so that was taken into consideration when creating the site.

My process: When thinking through the content for the site, I laid out the hierarchy of messaging in a few whiteboarding sessions. I consulted frequently with the designer to create a content framework that made sense with the modular design.

Pharma content requires a lot of claim substantiation and warnings and disclaimers (yikes), so I also worked very closely with GSK’s legal and regulatory team to craft messaging they were comfortable with.