SUMMARY: A majority of pharma websites are stagnant as billboards. Today’s online health seeker wants the information THEY need without having to click around your site to get it. So why haven’t pharma marketing people started implementing dynamic website design?
If you’re using paid media, lie search, to drive people to the same page on your website you’re missing a huge opportunity to influence online health seekers. Segmenting your audience by where they are in the healthcare conversion model is a great way to to ensure your audience is getting relevant messages (tested) at the right time.
A person who is pre-diagnosed and is searching online for health information has different needs than someone who has already been diagnosed. You should be delivering relevant content to relevant audience segments by THEIR needs not yours,
In the simplified example above paid media is linked to different segments by how they might be searching for health information online. Messages, and content, for each segment should be tested with your audience(s) to see which ones leads to both more time on site and more content read.
An example would be those currently on therapy. Why should they consider going through the hassle of switching to your product? A relevant message might be, for diabetics for example, that your products lead to lower A1C and to patients losing weight.
The biggest obstacle to implementing this is a stubborn IT department and segment analysis paralysis. Keep it simple and deliver relevant information to the right audience.