IoT
News
News
3/29/2002
11:52 AM
50%
50%
RELATED EVENTS
IoT & Insurance: How Big Data May Affect Your Privacy & Premiums
May 06, 2016
Gwenn Bezard is co-founder and research director at Aite Group, where he leads the insurance pract ...Read More>>

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.

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
Register for InformationWeek Newsletters
White Papers
Current Issue
4 Trends Shaping Digital Transformation in Insurance
Insurers no longer have a choice about digital adoption if they want to remain relevant. A comprehensive enterprise-wide digital strategy is fundamental to doing business today.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of April 24, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week!
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.