Life Sciences · Radiopharmaceuticals
Cerianna™
A first-in-class FDA launch, with interpreter training built into the product site.
The first F-18 PET agent approved in its indication, with an interpreter training program the market took as its standard and jscTEK operated for two years.
IndustryLife SciencesRadiopharmaceuticals
ServicesBrand and Creative, Digital Infrastructure, Analytics and Intelligence
EngagementPre-launch positioning and build, then two years of operation
WebsiteCarried into the acquirer’s product portfolioThe interpreter training program has been retired. It is described here in past tense throughout.
The challenge
A launch, and a reading workforce that had to be ready for it.
Cerianna (fluoroestradiol F 18) is the first FDA-approved F-18 PET imaging agent indicated for use in patients with recurrent or metastatic breast cancer. Zionexa USA had a launch on the horizon and needed a partner to build the digital presence and reach the market.
A first-in-class agent carries a problem that only the first one has. Nobody has read it before. Interpreting physicians needed on-demand training, and that training had to reach licensed physicians only, which meant verification against a real record.
Built for verified accessThe interpreter training program opened only to physicians whose credentials verified against a live third-party record, which is the difference between a gate and a checkbox. Safety information, Prescribing Information routing and promotional review were handled as part of the build from the first template. jscTEK operated the platform for two years after the acquisition, including the completion data behind the program.
The approach
One commercial engine.
One property carried the brand, the clinical case, and the training program. A physician verified once and reached the material they needed. Tracking ran underneath from the first day, so conversion and performance improved week by week.
Brand positioning for an agent with no precedent in its indication, aimed at the physicians who order it and the physicians who read it, which are rarely the same people. The campaign carries that argument across the site, the field, and the meeting, holding its shape in each.
A custom, fully responsive build with an on-demand interpreter training portal gated by an NPI authorization API for verification. One property, no separate portal to maintain, and the training reachable from the page that explains why it matters.
Tracking metrics integrated at launch to monitor and improve site conversion and performance as the program grew.
The impact
First in its indication, and a program the market adopted.
The product site was ready for a first-in-class launch and for a reading workforce that had to be ready with it. A physician training portal sits inside the site, gated by NPI verification against a live licensure record, so access is limited to licensed United States physicians and the gate is auditable.jscTEK operated the platform for two years past launch. The portal has since been retired. What it did while it ran was give a newly approved indication a reader base that could report it, on the day the indication needed one.
What we delivered
The work, itemized.
- Brand positioning for launch
- Multichannel launch campaign
- Custom responsive website design and build
- Interpreter training portal with NPI authorization
- Regulated content routing: fair balance and Prescribing Information
- FDA guideline compliance across the build
- Conversion tracking and site metrics
- Two years of platform operation
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