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Unbranded HCP banner leading to branded HCP website

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  • L Offline
    L Offline
    LA_01
    wrote on last edited by
    #1

    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).

    Jennifer CarrollJ 1 Reply Last reply
    0
    • L LA_01

      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).

      Jennifer CarrollJ Offline
      Jennifer CarrollJ Offline
      Jennifer Carroll
      wrote on last edited by
      #2

      Hello @la_01

      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.

      L 1 Reply Last reply
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      • Jennifer CarrollJ Jennifer Carroll

        Hello @la_01

        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.

        L Offline
        L Offline
        LA_01
        wrote on last edited by
        #3

        @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?

        Jennifer CarrollJ 1 Reply Last reply
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        • L LA_01

          @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?

          Jennifer CarrollJ Offline
          Jennifer CarrollJ Offline
          Jennifer Carroll
          wrote on last edited by
          #4

          Hey @la_01

          No. This would be considered a link to branded content and would render all content branded.

          L 1 Reply Last reply
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          • Jennifer CarrollJ Jennifer Carroll

            Hey @la_01

            No. This would be considered a link to branded content and would render all content branded.

            L Offline
            L Offline
            LA_01
            wrote on last edited by
            #5

            @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?

            Jennifer CarrollJ 1 Reply Last reply
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            • L LA_01

              @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?

              Jennifer CarrollJ Offline
              Jennifer CarrollJ Offline
              Jennifer Carroll
              wrote on last edited by
              #6

              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.

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