Challenge: Physician’s Interactive, (now known as Medscape) wanted to ensure a successful launch of its new physician-targeted web site designed to provide a comprehensive resource for the latest drug and pharmaceutical information, including access to samples.

Objective: Plan-it worked closely with the company to determine the viability of this new and unique concept across the physician marketplace and how to optimize future exposure and usage of the site.

Solution: Plan-it met one-on-one with physicians to better understand the perceived value and usage of the site as a trusted resource for obtaining the latest drug information, and the impact of this new source on their usage of other drug and pharmaceutical resources.

Result: Results were used to drive branding efforts for the launch and construction of the site, including critical content and key navigational elements, as well as how to drive physicians to the site.