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Pharma websites irrelevant to online health seekers?
POST SUMMARY: According to Makovsky Health and Kelton Research just 8% of U.S. Internet users, ages 66 and older, cited pharmaceutical company websites—the lowest response rate across all age groups....
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Developing a pharma website…
KEY TAKEAWAY: The first step in developing a pharma website is to ask “who is our audience?” and “what our objectives?”. Yet, too many pharma websites remain in the past and try to sell patients who...
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Consumers don’t believe pharma companies are health experts
KEY TAKEAWAY: Continued research indicates that consumers don’t view pharma companies as experts in providing health information and will visit other health sites to obtain information on health...
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Pharma websites not influential enough
KEY TAKEAWAY: Online health seekers are on a journey that is very personal. They will go to a lot of websites to get the information they need to make a decision about treatment options and while...
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Where pharma is losing business
KEY TAKEAWAY: According to DRG 31% of adults leave a website if they can’t get the information they want in a couple of clicks and 45% of online adults don’t trust online information because of fake...
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A mistake DTC marketers frequently make
KEY TAKEAWAY: Each disease condition has unique online characteristics with online health seekers. It’s a mistake to take any “generic” research and apply it all health conditions. The research we...
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What do online health seekers want from pharma websites?
KEY TAKEAWAY: 85% of the content on pharma product websites, has never been read by visitors so why doesn’t pharma optimize content to keep people on their website longer? Over the weekend I analyzed...
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Pharma websites still missing the target
KEY TAKEAWAY: Pharma product websites, according to the latest qualitative research, are still not providing people with the information that drives them into their doctor’s office to ask for a...
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Pharma under utilizing product websites
KEY TAKEAWAY: While DRG and other research organizations continue to show that people are visiting pharma product websites an analysis of online metrics continues to show that they aren’t meeting the...
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Patients: Pharma websites don’t talk to me”
KEY TAKEAWAY: “How can a pharma company try to sell me a product when they don’t understand what I’m going through?” We are in the middle of developing a website strategy for a biopharma company and,...
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What do patients expect from pharma companies?
There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs. Patients want pharma companies to “help them” learn about and manage their...
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Will pharma get digital?
Only 3% of healthcare advertising is spent on digital. Pharma websites are not designed to engage users they are there to strictly inform people about the advertised drug. An estimated $7.4 billion...
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Let your audience design the perfect website
Pharma marketers often view website creative as the key to building a great website, but bounce rates indicated that online health seekers disagree. Your website homepage should be a combination of...
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When it comes to digital, pharma leaving opportunities on the table
KEY TAKEAWAY: While patients are going online to research new drugs and treatments, pharma websites are becoming a less important part of the decision making. DTC marketers need to focus more on...
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Dynamic content offers pharma a great opportunity but..
KEY TAKEAWAY: Dynamic content enabled websites offer pharma a unique opportunity to pprovide different messages to different audiences but barriers remain. Dynamic content is the term used to describe...
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Pharma websites aren’t convincing visitors
KEY TAKEAWAY: The results of an exit survey on two top pharma websites had terrible news for the marketing team. Less than 10% of visitors to the site were going to ask their doctor for/about the...
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The most important aspects of digital marketing that pharma ignores
SUMMARY: While it’s reported that pharma is going to put more money into digital marketing they are overlooking the most important initiave: their websites. Bounce rates, time on site and page views...
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What is the objective of a pharma product website?
SUMMARY: Pharma product websites are supposed to drive brand objectives: new Rx’s. But is that model really relevant today? No. A lot has changed in the way online health seekers make treatment...
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Pharma and online health information
QUICK READ: People are spending more time looking for online health information but there is a lot of bad information out there. Pharma must bridge the gap between selling and becoming a resource for...
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It’s time to rethink the pharma website
SUMMARY: Searching for online health information has become more complicated and is often wrought with bad health information. Pharma product websites need to evolve and become a credible source of...
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