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Improving A Web Site For Better Product Promotion

With the help of Razorfish, pharmaceutical company Regeneron has relaunched its site to better cater to potential investors, business partners, researchers, physicians, and patients.

Regeneron Pharmaceuticals Inc. doesn't have the marketing budget of GlaxoSmithKline, Hoffman-La Roche, or other multibillion-dollar drugmakers, but the $22 million Tarrytown, N.Y., maker of protein-based drugs has revamped its Web site to create a more effective channel for promoting its product pipeline.

To improve its site and its employees' ability to add and edit content, Regeneron hired Razorfish Inc., a provider of E-business strategy and systems-integration services. Together, the companies earlier this month relaunched Regeneron's site to better cater to potential investors, business partners, researchers, physicians, and patients. "Each type of user has a different level of scientific understanding, making it a challenge for Regeneron to widely communicate what the company develops and why," says David Glass, VP of Regeneron's muscle program and technology development.

The site redesign comes at a pivotal time for Regeneron. The company's Axokine obesity treatment has progressed into an advanced phase of clinical trials. Regeneron also has three other drugs in the early stages of testing for treatment of rheumatoid arthritis, non-Hodgkin's lymphoma, and asthma.

Regeneron's previous site relied upon HTML coding, which was harder to update than the Microsoft SQL server-based content-management system Razorfish developed. "I'm not HTML savvy, but I can use this content-management system to edit the site," Glass says. The new content-management system lets Glass post X-ray and microscopic images that illustrate ailments such as obesity and how drugs such as Axokine can be used to regulate appetite.

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