Pharma websites 101

html-magnifying-glass-225x300A 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.

4 thoughts on “Pharma websites 101

  1. Hey Richard! I’d be amazed at any patient or healthcare worker going to the pharma owned/run website for anything but the link to the official prescribing information. Is there any info on traffic to product/brand websites? ‘Hits’ might be high but only to get to the trusted PI info… I may be wrong but I’ve a hunch that Pharma brand managers are kidding themselves if they think anyone trusts their website content.

  2. Actually the traffic to pharma product websites can be high depending upon the product. However consumers are going to fact check your claims and use other sources of information in deciding upon a treatment.

  3. I guess as with most things Richard, the devil is in the detail. ‘Traffic’ is one thing… ‘who?’ is landing (competition?), ‘where?’ they spend their time and ultimately ‘what?’ do they do next… ask for a prescription? demand a prescription or go elsewhere? This is the level of detail that really gives us some insight into whether a product website is really ‘working’.

  4. This is true, they do spend a lot of time on safety information pages but remember that these websites are also visited after someone gets an Rx as they are deciding to fill it.

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