Template details
- Overview
- Research insights
- Content guidelines
Hero section
Includes:
- Name of medical specialty
- Description for SEO
- Flexible branding for hero (ability to choose different colors for the accent frame (light purple, light blue, and light carribean)
Most visited: Used to feature individual products to help HCPs get to product information for products/brands they recognize.
Used to feature individual products to help HCPs get to product information for products/brands they recognize.
Example design
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
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
Personalization
Product recommendations will vary from BU to BU and depend on available products, groupings, and tagging:
- Personalized experience will be an additional module that displays based on personalization requirements (browsing history, profile preferences, purchase history, training history, etc.).
- Products should be aligned to logical groupings (procedure, product category, subspecialty, etc.)
Example design
Flexible content section
This section is flexible but recommend including additional product-focused connections, SEO/GEO optimized content modules that get users deeper into our site, and information that aligns to how HCPs clinically think about their specialty.
- Showing more ways to browse products such as portfolios or products by procedure or products by subspecialty. (make sure products are logically grouped)
- Featured product, procedures, or therapies that answer key queries HCPs have about their specialty
- Highlighting a clinically focused breakthrough advancement for a product, procedure, or technology
Example design
Education and training
Connect HCPs to EDUCARE training content at the specialty level.
Example design
Highlights
Could include:
- KOLs videos or physician testimonials
- Clinical evidence
- Workflow or business solution content
Example design
Resources
Could include:
- Links to reimbursement resources
- Links to downloads or resources for patients
- Link to adminstrator information
Example design
Lead gen opportunity
Add a contact a representative callout at the end of the page for a lead gen opportunity.
Example design
FAQ module for GEO optimization
Include an FAQ module at the bottom of the page to capture Gen AI visibility at the specialty level.
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