aaiPharma launches redesigned public website and email newsletter program

aaiPharma Inc. and One to One Interactive jointly introduce the first release of the company's re-designed public web site for its M.V.I. ^® product line: http://www.mvi-us.com. This Phase I site redesign is one of the first tactics to launch after a strategic marketing engagement conducted by One to One for aaiPharma in Q4, 2002.

aaiPharma, a specialty pharmaceutical company focused on the development, enhancement, and commercialization of branded pharmaceutical products, had recently acquired this line of critical care injectable nutrition products and asked One to One to develop a strategic online marketing program for the brand. One to One proceeded to conduct an audit of the legacy M.V.I. ^® online assets, as well as a series of interviews with internal aaiPharma stakeholders to determine how they desire to use the channel. In addition, One to One conducted primary and secondary research around the target audience for M.V.I. ^® to determine their online habits, needs and wants.

One to One utilized the findings from this strategy engagement to develop a phased approach for evolving M.V.I.'s ^® online presence. Tactics were prioritized based on their complexity level, time to market, budget requirements and value to both aaiPharma and their customers. The objectives of this initial rollout were to conserve costs and improve user experience by consolidating two legacy sites and bringing the surviving site into alignment with usability best practices. Enhancements include:

• Redesign of the site architecture to promote most valuable content based on user feedback
• Addition of a 'Featured Articles' section home page which enables users to access value add content immediately
• Reorganization of the content, which allowed us to simplify the categories from 16 to 7 main navigation elements
• Creation of a universal, consistent navigation structure, making it easier for prospects and customers to quickly and easily find relevant product and clinical information
• Implementation of best practices like visual indicators and breadcrumbs help to improve the overall usability
• Modification of section labels and headers to be more consistent with target audience language and more reflective of site content
• Redesign of page layouts to maximize available real estate
• Elimination of outdated/redundant content and/or functionality

Future site enhancements will focus on search engine optimization and look and feel modifications to bring the site into alignment with core brand attributes.

In addition, One to One leveraged one of aaiPharma's popular offline publications, M.V.I. ^® Newslines, to develop an email newsletter program. The email program will provide a platform for continuous dialogue with and messaging to key customer segments, in order to increase awareness and consideration of the M.V.I. ^® product line. You may see a sample of the email by visiting http://newsletter.onetooneinteractive.com/mvius/.

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