Pharma Websites Can’t Be Just A Formality

Reading the long list of articles about predictions for 2012 it is clear that the pharmaceutical industry has no chance to skip out on integrating valuable digital solutions and to spend time and energy re-thinking their marketing strategies. You just can’t escape online posts about social media integration, mobile health, social games in healthcare, the role of tablets in pharma. But it is worth to take a step back and go back to the basics before getting overwhelmed by all the different ways to go digital.

No pharma company can claim to be a pioneer in digital marketing while not taking care of its own website. It has been stated many times before: content is king. This is not only true to patient education sites or specific product-related portals. It is also true when it comes to the own websites of pharma companies. A company website plays a key role in creating and maintaining a reliable, trusted profile.

So here are a few steps toward an authentic, user-friendly company website:

  1. Plan ahead – Having a strategy for maintaining a website means having a clear idea how frequently to publish content, what kind of content to publish, what kind of target audience to aim your content to, and what type of sources to use for getting valuable information. These steps of planning are even more crucial when it comes to health-related content.
  2. Simple and accurate content – Using too complicated terms, long and way too detailed descriptions won’t help readers to find the important information they are looking for. Pharma companies should keep in mind that their audience may not be familiar with medical terms or certain pharma-related abbreviations.
  3. Reliable sources – Keeping a website active and frequently publishing new content doesn’t necessarily mean constantly writing original articles. There are many useful sources on the internet that could help patients find more information about numerous health-related issues. Obviously this can’t result in violating copyrights or neglecting original content altogether.
  4. Being up-to-date – It gives a website a good “flow” to write about current health-related news. It also helps pharma companies to maintain a well-rounded, expert image as well as to help patients follow important health-related events.
  5. Patient-education – Although patient education requires independent, comprehensive strategies and programs within a pharma company’s digital marketing efforts, it is also useful to include some content directly targeted to patients with certain conditions on pharma websites.
  6. Contact info and other basic elements – No website can be trustworthy without a few main elements like correct contact information, copyright data, a short introduction of the company and its mission. It is also crucial to include all the links to social media platforms where patients and other visitors can connect and communicate with the pharma company. These are obviously static parts of the portal, so they don’t require constant updating, but they have to be available and accurate.

(Source: World of DTC Marketing)

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