Pharmacia

Pharmacia Corporation (NYSE: PHA) is a leading global pharmaceutical company created through the merger of Pharmacia & Upjohn with Monsanto Company and its G.D. Searle unit.

The 'new' Pharmacia needed to rebrand itself quickly using a completely new corporate portal focused more on the customer and less on specific pharmaceutical products. Furthermore, Pharmacia needed a Web site that through elegant functionality offered the most current information to customers and investors.

DeepBridge designed, built and launched the new Web site, Pharmacia.com, building upon its auspicious experience working with Pharmacia and Pfizer on their most successful product site launch ever: Celebrex.com. DeepBridge reorganized a vast amount of information resulting from the merger into a clean, simple interface.

The site is now organized into several user-friendly sections. In efforts to drive focus toward the customer-and not specific Pharmacia products-DeepBridge built the 'Customers & Products' module. Within this section, products are organized by 'Customer Relationships' such as 'Hospital', 'Cancer Care', and 'Endocrinology'-not by brand name. Prescribing and related information is available on the site for all Pharmacia products.

Additionally, DeepBridge built an administrative interface and extranet accessible only to Pharmacia employees. Since the site is fully dynamic and database driven, Pharmacia has the invaluable ability to self-publish important product prescribing information via the administrative site, quickly and easily. Time sensitive corporate news, critical product information, or important corporate earnings reports can be securely updated to the Web with a greater degree of efficiency and flexibility.