Why won’t pharma work on the foundation before building a house?

KEY TAKEAWAY: Pharma websites have high bounce rates and less time on the site because their target audience isn’t finding what they need and the homepage looks like a medical journal ad.  Before pharma companies can even talk about exploring new digital channels they need to get their websites right.

It seems that for the last 6 or 7 years I have written about poorly developed pharma websites which has been confirmed over and over by online health seekers in research.  There are two reasons why most pharma brands continue to produce a lousy online brand experience:

1ne: They don’t have talented digital marketing people in house who understand how online health seekers use the web and what information they need to make decisions.

2wo: They use the lion’s share of their DTC budgets for more high profile initiatives like TV and don’t understand the patient journey.

Now if anyone believes that someone is going to run to their doctor after seeing a DTC commercial please let me know so I can sell them some magic mud .   Research, again and again, shows that people are going online to research new treatments yet it’s almost as though pharma is throwing in the towel and saying “we don’t care if they stay on our website”.

The presentation below is still relevant for developing a great online health experience, but I have yet to meet one client who says “they have the money” to really develop a kick ass website.

Click here for the presentation

The thought of losing so many online health seekers because you didn’t develop a great online experience is baffling to me.  DTC marketers spend so much money on TV spots and then lose the connection with shabby websites.

Until pharma companies start to recruit REAL digital talent and give them the tools they need to build a great online website we’re going to see more websites built by agencies that are way off the mark.

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