Duavee is a menopause drug which was included in the portfolio of Wyeth Ayerst Labs. The drug was approved and is a part of the Pfizer Women’s Health Portfolio.
The Healthcare Professional (HCP) branding was intertwined with the patient communication, yet focused on the science which differentiated it from its fellow Pfizer products.
Due to the concern of adverse events, the Medical, Legal and Regulatory team required the first several sentences Important Safety Information (ISI a.k.a. Fair Balance) to be visible and expandable at all times on all websites.
In the eCRM program which highlighted key scientific advantages, the ISI was at the very top, above the promotional message.