Unbranded HCP banner leading to branded HCP website
Are we able to have an HCP unbranded disease state education banner with a link to the branded HCP website so long as the disease information on the banner aligns with what is in the PM?
My understanding is that if the banner is located on an HCP gated website, then we can link to a post-gate HCP landing page (if not on an already gated site, then the banner will have to lead to pre-gating page).
Linking unbranded to branded renders everything branded. The unbranded banner would have to be reviewed in the context of the brand. If it has been accepted in that context, it can be linked. Note that this does create potential complications. The design elements of the unbranded piece could not be used across other unbranded pieces if those pieces were not also reviewed in the context of the brand.
If the site is in a gated HCP space and has been reviewed and approved in the context of the brand, it can directly link to the brand site post gate (if that page contains the appropriate level of fair balance). The linkage should be disclosed during the submission so the reviewer can ensure appropriate linkage.
If the disease state content is in an ungated space, it cannot link to the brand page as this would create a link between the brand and it’s therapeutic use in the DTC space.
@jennifer-carroll If the banner matches other existing unbranded pieces (not reviewed in context of the brand) and is located on an ungated site, can it then drive to an unbranded gated landing page before reaching the branded content?
No. This would be considered a link to branded content and would render all content branded.
@jennifer-carroll Thank you! If the banner did not look like any other unbranded or branded pieces and is in an ungated space, could it lead to an unbranded landing page (no brand name mention) requiring HCP login before going to a branded page?
Good morning @la_01
No. You cannot link branded to unbranded in any manner. This is not limited to just the look and feel of the piece. Connecting through clicks is still a link and is not acceptable. All spaces would have to be reviewed in the context of the brand. This means, that while they may not have brand mention, the link requires the content on them to not exceed what is allowable in the context of the brand.