Five Clever Ways to Display ISI on Websites

Important Safety Information (ISI) is a necessary unit in any and all forms of marketing in the pharmaceutical industry. You see it in magazines, where advertisements take up to two pages of primarily fine print. You hear it in TV commercials, where the voiceover spends more time on the ISI than the actual ad itself. Maintaining fair balance is essential for compliance and patient safety – and required to keep you out of trouble with the FDA.

Although technology is constantly changing the way marketers reach their customers, displaying Important Safety Information hasn’t evolved nearly as much. Most marketers still haven’t quite found the sweet spot when it comes to maximizing the real estate on their websites, especially on mobile. Yet, these five companies have discovered new and innovative ways to work around ISI requirements.

1. ISI Boxed on the Side, Anchored: SPRAVATO – Janssen

Spravato Website - ISI

The SPRAVATO desktop websites for both patients and HCPs go against the standard when it comes to ISI placement. Normally, indication and ISI is at the bottom of the web page. Often more than not, it takes up an enormous amount of real estate, making it difficult to convey the entire message above the fold. By placing the ISI on the side, there is plenty of room for a large hero (the large image and overlying text below the navigation) and calls-to-action (CTAs). The white background differentiates it from the rest of the content and makes it easy to read. When a user scrolls down it remains on the side of the page because it’s anchored.

2. Auto-Collapse ISI on Mobile: NUEDEXTA – Avanir

NUEDEXTA Wesbite ISI

Like the previous example, the NUEDEXTA desktop website shows the ISI on the side. But, the mobile site is equally impressive. Although many mobile sites, as well as desktop versions, include an option to collapse the ISI with a button (usually an “x” in the corner), they often collapse only slightly, barely improving the user experience. NUEDEXTA’s ISI automatically collapses into a button when the user is scrolling through the mobile website. This approach frees up real estate on the page, making it easier for the user to engage with the content, and it reduces the visual clutter.

3. Partial Bottom Placement: ILUMYA – Sun Pharmaceuticals

The ILUMYA website features the ISI on a portion of the bottom of the website. However, it still has the space to feature a large hero and CTA above the fold because the navigation is on the side, which allows the messaging to sit higher on the screen, larger CTAs, and clean user experience.

4. Unboxed ISI on the Side: HARVONI, Gilead

Harvoni website Important Safety information   Harvoni website Important Safety information

The HARVONI website places Important Safety Information on the side. But unlike the first example, it isn’t nested within a box or called out with attention-grabbing visuals. Because of this, the user’s attention is drawn to the message instead of the fine print. In addition, the ISI is broken up into sections, spread down the page as a user scrolls, creating a clean and consistent user experience. This allows the website to feature compelling visuals and graphics (such as the video background of floating lanterns).

5. On Side with Black Box Warning: HYSINGLA ER – Purdue

Finding the most effective way to handle ISI in a digital environment is a challenge in itself. When Black Box Warning labels also need to be addressed, there’s even less space to work with. The HYSINGLA ER website overcomes these hurdles by having two separate scrolling areas within one larger white box. The top box houses the indications and uses while the bottom holds the Black Box labeling in a prominent and compliant manner.

Creative Solutions for ISI

Approaching ISI in a way that strays from the “norm” can be daunting. However, the examples covered here are proof that there are multiple creative options. These organizations are reducing the visual clutter and improving the way ISI collapses, especially in a mobile environment. This not only maximizes digital real estate but also improves the overall user experience. Whether you choose to visually call out the ISI and integrate into your design, or display it minimally, like HARVONI, there’s one major benefit: more space to display your messaging and CTA above the fold.

Note: This article represents the unbiased opinion of the Hale Advisors team and is not representative of current or past clients or affiliation with these projects or campaigns. Imagery is from public sources and is owned by the associated organization.

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Tina Niemynski
Tina has over 12 years’ experience in graphic and web design/development and animation and 5 years’ experience in digital strategy. She holds an A.S. in Advertising Design & Graphic Technology from SUNY Ulster, a B.A. in Graphic Design from SUNY College at Oneonta and an M.F.A in Media Design from Full Sail University.

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