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.
Here are some tips on how pharma websites can be more engaging:
- Use clear and concise language. Avoid using jargon and technical terms that users may not understand.
- Use visuals to support the text. Images, infographics, and videos can help to break up text and make it more engaging.
- Tell stories. People are more likely to engage with content that tells a story. Pharma websites can use accounts to educate users about their products or services or connect with them personally.
- Use interactive elements. Quizzes, calculators, and other interactive features can help users to learn more about a topic or to engage with a brand on a deeper level.
- Personalize the experience. Use data to personalize the content and experience for each user. This will help to make the website more relevant and engaging.
- Make it easy to share. Include social media sharing buttons on all pages so users can easily share content with their friends and followers.
- Keep it updated. Ensure the website is regularly updated with fresh content, such as news articles, blog posts, and product information. This will help to keep users coming back for more.
- Highlight the benefits of your products or services. Users are more likely to engage with content highlighting the benefits of what you offer.
- Address common concerns. Many people are concerned about medication, such as side effects and cost. Pharma websites should address these concerns head-on to build trust with users.
- Provide resources. Pharma websites can provide users with resources such as patient leaflets, FAQs, and contact information for healthcare professionals. This will help users to find the information they need and to feel more confident about using your products or services.
- Be transparent. Users appreciate it when pharma companies are transparent about their products and services. This includes being honest about the risks and side effects of medication.
- Build trust. Pharma companies need to build trust with users to be successful. This can be done by providing accurate and reliable information, being transparent, and addressing concerns. One of the best ways to do that is by using content written by thought leaders. Online health seekers trust physicians a lot more than copywriters.
- Conduct usability studies. This is the essential part of designing a great online experience.
As a pharma marketer, the number of visitors means very little for your marketing strategy. You should be looking at the time on site, the number of pages viewed, and upstream and downstream click analysis.