In today’s digital age, information is just a click away, and this is particularly true when it comes to health-related queries. Health seekers often use the internet to gather information about their health conditions, treatment options, and pharmaceutical products. As a result, pharmaceutical companies have a unique opportunity to provide valuable information and answer the questions of these health-conscious individuals through their product websites.
Research shows that online health seekers are not engaging with pharma product websites. Pharma websites continue to read like medical journals and are boring. Their reading levels should be 6-8th grade, but my analysis shows that most are 12+ grade reading level. Here are some tips for making pharma websites more engaging.
The internet has become a significant source of health information for people around the world. A recent study by the Pew Research Center found that 81% of Americans have used the internet to get health or medical information.
The internet has become an essential tool for people seeking health information. In fact, a recent study found that 72% of Americans use the Internet to research health topics. This trend is likely to continue as more and more people turn to the internet for information about their health.
The 21st century brought us marketing technology. And with technology came the promise of science and an enormous appetite for data, measurement, and mathematics. Unfortunately, ad technology is corrupt and deficient. Consumers believe the adtech industry is dangerous, untrustworthy, and incompetent. They are right .
Research has said pharma had increased its digital spending because of the pandemic. That may be right, but I would suggest that 50% of that spending is wasted because pharma doesn’t have the resources to measure its digital marketing adequately.
There’s quite a debate in the CPG world about the investment in digital marketing. While some are increasing their digital budgets, does a pancake syrup company need to spend much money? However, with pharma brands, online is essential to a successful marketing strategy.
Short on Time?
- Adalytics reported that for nine months, billions of ad auctions for space on Gannett’s USA Today website resulted in brands unknowingly getting stuck with their ads running on other Gannett sites — often remote community sites.
- Ads from who-knows-how-many companies ran in the wrong places for nine months.
- Not a single brand noticed this, and not a single media buyer noticed the fraud.
- Online ad fraud is costing pharma millions