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? Continue reading
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. Continue reading
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 news. Pharma is letting these opportunities go down the drain. Continue reading
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 pharma websites are part of that journey there is a lot of room for improvement.
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 conditions. Continue reading
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 are consumers of healthcare. Continue reading
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. Instead, seniors were more likely to turn to WebMD, cited by 48%. Of the 80% of Americans willing to visit a Pharma-sponsored website, those 66 and older were more likely to visit the site if a healthcare professional recommended it (52%). Continue reading