Template details
- Overview
- Research insights
- Content guidelines
Fixed/Required
Specialty intro
Purpose: Enable healthcare professionals to easily validate they are in the right place for their specialty, quickly navigate to easily recognized, high-value product information, and build trust through brand messaging and audience relevant imagery.
Includes:
- Name of medical specialty
- Most visited
- Brand mesage and image
Fixed/Required
Hero / most visited
Example design
Fixed/Required
Boston Scientific brand message
Apply the global brand expression (Advancing science for more xxxx ) to highlight a medical specialty message. Detailed guidance on the customizing the ASFM message is available on brand standards along with a library of ready-to-use messages.
Example design
Fixed/Required
Product connections
- Browse by product categories - Shows HCPs they type of products they can find for their specialty
- Explore all products link - Gives HCPs direct connection to specific products for their specialty
Example design
Discovery pathways
Purpose: Enable discovery and deep exploration of subtopics or information related to a single topic through logical content groupings, progressive disclosure, and cross-links.
Note: This section contains recommended content modules and priority. The layout, type of modules used, and order in which these elements are displayed will depend on content availability and business priority.
Example design
Benefits/advantages
Purpose: Highlight key differentiators and competitive advantages that could include products, therapies, treatments, clinical data, or solutions that show how Boston Scientific offers a competitive advantage or clinical benefit to healthcare professionals in a specific specialty.
What type of content can be in this section?
- Structured summary highlighting key differentiators at the portfolio level to the specialty audience
- Supporting summary blocks or a card group for the key differentiator content – this could be products, solutions, technologies, or just expanding on areas we set ourselves a part from our competitors
- Callouts that highlight portfolios or specific treatments or technology that differentiate Boston Scientific from competitors.
- Card group for featured products or technology
- Bento box to highlight a key clinical trial or specialty level clinical data that is critical to Boston Scientific’s business and helps Boston Scientific stand out from competitors.
- Callout to subspecialty or related specialties
Note: This section contains recommended content modules and priority. The layout, type of modules used, and order in which these elements are displayed will depend on content availability and business priority.
Example design
Required
Education and training
Purpose: Connect users to education and training content on EDUCARE, at the specialty level.
Example design
Highlights
Purpose: Group articles or videos focused on workflow solutions, business solutions, economic highlights, or specialty focused physician testimonials
Example design
Resources
Purpose: Provide one or more lists of resources in a single, scannable content block to enable easy access to downloads, documents, PDFs, brochures, and more.
Could include:
- Links to reimbursement resources
- Links to downloads or resources for patients
- Link to adminstrator information
Example design
Connect with our team
Purpose: Provide an outlet for healthcare professionals to connect with sales or customer support teams for more information about products or offerings from Boston Scientific.
Example design
FAQ module for GEO optimization
Purpose: Provide exact phrase match (or close to it) question/answer content to support generative AI visibility through AI overviews and LLM responses.
When to use this:
- When the question/answer content is supporting content and the goal is exact phrase match for Gen AI visibility
- When the question/answer content is derived from the specialty keyword and we don't have any other experiences where this content could live
- When the question/answer content doesn't align to the primary goal of the page or help get HCPs deeper into our site
Example design
Strategy insights
User goals
- Primary: Quickly find product information to determine whether the product is appropriate for their patient, practice, or workflow needs.
- Secondary: Broadly explore their specialty to understand offerings such as training, procedural information, and reimbursement.
Audience/personas
- Primary: Information seeking physician
- Primary: Doctor's who buy
- Primary: Admin
- Secondary: Purchasers
Mental modes
- Primary: Discovery
- Secondary: Validation
Customer journey stage
- Primary: Awareness
- Primary: Consideration
Calls to action
- Primary: Explore all products
- Secondary: Explore all procedures/therapies
- Tertiary: Explore all training
- Tertiary: Contact a representative
Interlinking opportunities
Quick links: Product detail pages, Product category pages, EDUCARE content (training modules), Subspecialty page, E-commerce*
/en-US/medical-specialties/name-of-medical-specialty
