Novartis is experimenting with blogging for physicians with melanomaperspectives.com.
Executed by Compass Healthcare Communications, it went live in August with a panel of five knowledge and opinion leader contributors.
Though the site is unbranded, Novartis hopes to educate referring and community oncologists about the benefits of interleukin-2 therapies like the company's Proleukin, for metastatic melanoma and metastatic kidney cancer. A late-stage treatment, Proleukin suffers from a lack of awareness regarding the timing and usage of immunotherapy versus chemotherapy.
As the site does not have comments, Novartis doesn't have to worry about the thorny issue of adverse events reporting. All content is reviewed by the company for medical, regulatory and legal correctness before posting. It will be supported by search engine optimization, details and banner ads.