A LinkedIn colleague of mine yesterday reminded me that there still are a number of pharma product websites which do not render correctly in browsers like Chrome and Safari. Frankly, that is inexcusable because you only have one chance to make a first impression and patients are using product websites as they evaluate medications. Here is a list of basic website operation for marketers so that they can ensure their digital marketing drives patient behavior.
(1) Your website should load within 5 seconds. People will visit a Web site less often if it is slower than a close competitor by more than 250 milliseconds (a millisecond is a thousandth of a second).
(2) Your website should be tested on all the top browsers including; IE, Safari, Chrome and Firefox.
(3) Your website should also be tested on a variety of mobile browsers to ensure it provides a great brand experience. With so many people accessing the web via a mobile device you need to be where THEY are WHEN they want the information.
This is where your IT department can really help. They should provide technical specifications to any vendor that’s developing a website. These technical specifications should be reviewed by both marketing and web developers so they understand the essential elements to having a great online experience.