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How do you promote a product when you’re up against regulatory barriers, disease awareness gaps, and healthcare providers (HCPs) who are tired of promotional content? It’s a challenge many life sciences brands face. One of them, a leading global pharmaceutical company, turned to Viseven to build a compliant, educational HCP portal.
This project called for the full package: tech expertise, regulatory insight, and a clear understanding of the client’s business.
There were a few moments we had to consider before kicking off the project:
In life sciences, direct-to-consumer pharmaceutical advertising is restricted by local regulations. This means digital platforms must limit access to the content about prescription drugs, ensuring the general public doesn’t come across information meant for healthcare professionals. Such content requires professional judgment, and viewing it without proper context could potentially mislead or harm patients.
To build effective educational platforms, you need to understand this local pharma compliance rule and ensure strong site security.
Every HCP has the same wish: an extra three hours in their day. Let’s break it down. A typical clinical day runs about 8 hours (roughly 450 minutes). On average, providers spend around 18 minutes with each patient and see up to 20 patients daily. That’s 360 minutes, leaving them only 90 minutes (1.5 hours) for everything else, like electronic health records (EHRs).
But here’s the thing: research shows providers actually spend 4.5 hours on documentation. That’s three hours more than they technically have. And though many providers have Ph.D. after their surnames, they are, first and foremost, humans who need to grab lunch, catch up with colleagues, or ask a quick question to a medical rep, let alone learn something new.
That’s why self-education often falls to the back burner. So, when HCPs do visit an educational platform, it can’t waste their time. It has to be quick, intuitive, and relevant to their exact needs. Any friction or lack of personalization can turn them off for good.
Recent research shows that 26% of HCPs expect content related to product awareness, which is a sizable share. Brands that act early and launch awareness campaigns ahead of competitors are more likely to claim stronger market positions.
But our client couldn’t jump straight into promoting the product, because HCP awareness of the target disease area was too low. They first had to educate doctors, covering the disease pathophysiology, diagnostic criteria, and treatment options, before moving on to the promotional part.
Yet, this two-stage challenge (disease and product awareness) helps build trust. When you lead with value instead of pushing for conversion, HCPs feel less pressured and are more open to engaging.
We built a secure solution that pushed business performance forward without stepping outside regulatory boundaries.
The HCP platform uses gated access to ensure only verified healthcare professionals can enter. To gain access, users must register and verify their credentials. Once inside, they can explore product and disease-specific content tailored to their needs.
To guarantee everything runs smoothly, we followed a rigorous quality assurance process. This included security, functional, performance, and load testing, as well as User Acceptance Testing (UAT) and checks for cross-browser and cross-device compatibility. Final testing was conducted together with the client in the room to ensure full alignment with business and compliance requirements.
We killed three birds with one stone by preparing documentation that serves development, deployment, and long-term maintenance. This included everything from API docs and tech specs to test reports, deployment guides, and user manuals for content managers and administrators.
Upon login, users access structured, evidence-based information tailored to their specialty and interests, supported by interactive elements like treatment simulators, comparison charts, and videos, to make learning practical and engaging. Integrations enable access to premium content like webinars, expert-led sessions, and conferences (available at an extra cost).
The platform is designed to address the diverse mindsets of modern HCPs, as outlined by McKinsey:
Integrated analytics allow users to track providers’ digital behaviors, process engagement data, and further personalize content to meet their preferences.
The digital platform is built to raise awareness about disease, diagnostic processes, and available treatment options. It also features promotional content highlighting unique clinical profiles, efficacy data, dosing guidelines, patient case studies, and treatment pathways.
What impressed us most was how Viseven aligned every platform feature with both our strategic goals and regulatory requirements. It’s easy to use, built for medical professionals, and everything runs smoothly under the hood.
The client saw the following results:
Higher engagement: Verified HCPs engaged more with tailored content, leading to deeper product understanding.
Clear positioning: The platform helped the client stand out as a credible, innovative player in the healthcare space.
Data-driven insights: Platform analytics painted a clearer picture of the target audience, enabling more precise communication across other channels as well.
Regulatory compliance: Gated access ensured secure, compliant content delivery.
Efficiency gains: Self-service reduced costly touchpoints and reliance on printed materials or field reps for routine info.
Resource optimization: Internal teams had more time to focus on strategic priorities, not repetitive tasks.
When building an HCP digital platform, it’s essential to align technology, business goals, and compliance requirements from the start. You should clearly understand how to design a solution that addresses providers’ real-world challenges, supports better patient outcomes, and ultimately raises awareness of your product. Just as important, the platform’s architecture must be built with local compliance in mind and offer robust security from day one.
