Template details
- Overview
- Research insights
- Content guidelines
Hero
Includes:
- Name of portfolio
- Description for SEO
- Product focused imagery or video that represents the portfolio. No lifetstyle photography or stock images of clinicians.
- Video can be used to show how the portfolio solves a clinical problem or give a quick overview of the portfolio
- Flexible branding for hero (ability to choose different hero and color options)
Example design
Intro and product connections
Intro: Concisely describe what clinical problem the portfolio solves or improves. This section can provide citable content for Gen AI overviews and LLMs.
Product connections: Provide clear pathways to products in the portfolio to enable broad exploration and get users deeper into the sales funnel.
Example design
Portfolio benefits/advantages
This section should describe why you should use this portfolio to solve a clinical problem. Provide information highlighting the clinical benefits, advantages, or comparisons of the portfolio.
*This section is flexible to support available content. Could include clinical proof points, different layout options, images, and/or videos.
Example design
Conversions
Provide links to contact a rep to learn more about the portfolio and reimbursement resources (if applicable).
Example design
Latest updates (optional)
This could include articles, related campaigns, KOLs, or other updates related to the portfolio.
Example design
Portfolio updates
Include a CTA that prompts the user to fill out a form to sign up for updates related to the portfolio. This could be a lead gen opportunity.
Example design
Cross-linking
Connect to related portfolios, procedures, technology, whatever is relevant, maybe specialty products PLP for broader product discovery.
Example design
Strategy insights
User goals
- Primary: Broadly explore to discover products, therapies, or treatments that solve a specific clinical problem.
- Secondary: Quickly find product information to determine whether the product is appropriate for their patient, practice, or workflow needs.
Audience/personas
- Primary: Information seeking physician
- Primary: Doctor's who buy
- Primary: Admin
Mental modes
- Primary: Learning
- Primary: Discovery
- Secondary: Evaluation
Customer journey stage
- Primary: Awareness
- Secondary: Consideration
Calls to action
- Primary: Explore product or category details
- Primary: How do these products work together
- Secondary: Contact a representative
/en-US/medical-specialties/name-of-medical-specialty