Boehringer Ingelheim launched Giotrif (afatinib), an ErbB family blocker, for first-line treatment of epidermal growth factor (EGFR) mutation positive lung cancer and the treatment of squamous cell carcinoma following chemotherapy. We supported Boehringer Ingelheim’s presentation of significant head-to-head clinical trial data for Giotrif by updating the existing Giotrif site to align its content with the 2016 brand messaging plans.
We created the landing page – www.giotrif.com – which includes the most up-to-date clinical data, trial design information, videos of clinical expert discussions, along with a registration feature for healthcare professionals to sign up to receive the newest data releases. The landing page hero banner was also updated with the pre-data brand messages.
We coordinated display banner ads that ran for three weeks ahead of the data presentation, and emails were sent through publisher networks to oncologists. We also performed user testing with six UK specialist oncologists who provided feedback on the site’s content and clinical relevance of its related resources and design elements.