Targeting surgeons, GPs and practice nurses with educational materials

Ethicon Women's Health & Urology

Professional education is an important activity for Ethicon Women's Health & Urology (EWHU). Traditionally, the company has educated surgeons, GPs and practice nurses offline through seminars, CD-ROMs and brochures. Teaching materials included product information, demonstrations, surgical procedure videos and animations.
Reps and marketers complained that the materials:
- Were of variable quality and used inconsistent branding.
- Often ran out.
- Were expensive to produce.
- Were not available to surgeons on demand.
Similarly, the regular EWHU professional education events were only communicated and administered offline.
The company wanted to establish an online presence so that all materials could be posted online and so that professional education courses could be advertised and administered electronically.

To ensure our understanding of the needs of the target audience, we held focus group sessions with each of the three target audiences: GPs, surgeons and practice nurses. These sessions helped us plan the structure and content of the site.
We gathered together all existing materials and set about digitising these whilst harmonising branding and tone of voice.
Working with the client and using the findings from the focus groups, we identified information gaps and set about developing new content.
Having created wireframes, technical requirements and HTML design templates, we worked closely with the client's offshore development team to build the site and populate it with content.

Developing a site that met the needs of three very different target audiences
Re-using existing video and animation materials whilst harmonising the site look and feel
Developing an information architecture to house a large and complex body of content across more than a dozen product types

A single, comprehensive resource that makes accessing product information, tools and educational materials on demand easy for healthcare professionals.
The creation of new content, including complex animations of procedures, and the development of interactive patient consultation tools to be used by surgeons and GPs when discussing procedures with their patients.