KEY TAKEAWAY: Continued research indicates that consumers don’t view pharma companies as experts in providing health information and will visit other health sites to obtain information on health conditions.
Pharma Websites
KEY TAKEAWAY: The first step in developing a pharma website is to ask “who is our audience?” and “what our objectives?”. Yet, too many pharma websites remain in the past and try to sell patients who are consumers of healthcare.
POST SUMMARY: According to Makovsky Health and Kelton Research just 8% of U.S. Internet users, ages 66 and older, cited pharmaceutical company websites—the lowest response rate across all age groups. Instead, seniors were more likely to turn to WebMD, cited by 48%. Of the 80% of Americans willing to visit a Pharma-sponsored website, those 66 and older were more likely to visit the site if a healthcare professional recommended it (52%).