How can a major pharmaceutical firm have more meaningful contact with physicians whose daily schedules are already overwhelming? By giving them a way to connect with their patients beyond the 10-minute office visit. Working closely with GSK's customers - physicians, patients and those who care for them - we helped GSK's e-marketing team develop a program that lets doctors deliver important information about several chronic conditions to their patients. Deliverables included recommendations for information architecture, labeling conventions and content guidelines for use in web, print and CD applications.