The most important aspects of digital marketing that pharma ignores

SUMMARY: While it’s reported that pharma is going to put more money into digital marketing they are overlooking the most important initiave: their websites. Bounce rates, time on site and page views continue to be dismal as onion health seekers go elsewhere for health information.

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Pharma websites aren’t convincing visitors

KEY TAKEAWAY: The results of an exit survey on two top pharma websites had terrible news for the marketing team. Less than 10% of visitors to the site were going to ask their doctor for/about the medication, and the vast majority (84%) said the website failed to answer their questions about the drug or health condition.

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Let your audience design the perfect website

  • Pharma marketers often view website creative as the key to building a great website, but bounce rates indicated that online health seekers disagree.
  • Your website homepage should be a combination of key messages that are important to USERS and intuitive navigation that makes it easy for online health seekers to find the information they are looking for.
  • As your brand moves through the life-cycle your home page should change to reflect updated needs of your audience.

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Will pharma get digital?

  • Only 3% of healthcare advertising is spent on digital.
  • Pharma websites are not designed to engage users they are there to strictly inform people about the advertised drug.
  • An estimated $7.4 billion (£5.5 billion) was wasted on display ads alone in 2016, a figure that will rise to $10.9 billion (£8 billion) by 2021, according to Forrester.
  • Before serving an ad, marketers must gain insight on target audiences. Many take a “spray and pray” approach, hoping to drive performance success.
  • According to AdWeek, only 14% of marketers whitelist sites, with 52% estimating that 10-50% of their marketing spend is lost to fraud.
  • More than half of paid programming impressions are probably fraudulent , while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.

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What do patients expect from pharma companies?

  • There is a significant gap between patient expectations and pharma company services when it comes to prescription drugs.
  • Patients want pharma companies to “help them” learn about and manage their health problems.
  • They also want pharma to provide clear and easy to understand content about their products.
  • Real patient stories score very high in credibility and pharma should try and “connect” these people online.
  • Patients want a source to “turn to” when they have a question about their medication beyond their doctor or pharmacist.

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