Bristol-Myers Squibb Destination Access Support was a physician's reference website developed for BMS, one of the largest global pharmaceutical companies. The project was executed as a consulting engagement for LBi, a New York-based digital agency that held the BMS account relationship.
The site served as a reference resource for physicians, providing access to patient support program information related to BMS medications. Physician-facing pharmaceutical sites require a particular presentation approach — content must be clinically accurate, clearly organized, and accessible to a professional audience that often has limited time to navigate complex information structures.
Development responsibilities were scoped to the front end, encompassing HTML, CSS, and JavaScript using jQuery for interactive components. The work involved building out the full presentation layer of the site to meet the visual and functional specifications defined by the LBi team and approved by the BMS client.
The front-end code was delivered for handoff to BMS for integration into their ASP.Net back end. This delivery model — front-end development scoped and completed independently, then handed off for server-side integration — is common in pharmaceutical agency engagements where the client's internal IT team manages back-end systems and integration with enterprise infrastructure. The handoff process required clean, well-documented front-end code and close coordination with the BMS team on technical specifications.
