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Why Your Biotech Needs A Great Website ...
Even Before You Have Product INTRODUCTION
Recently, eMagine published a white paper entitled “Internet Marketing for Biotech/Pharma:
Reasons & Recommendations”, which clearly shows how Web-based marketing helps
younger/smaller biotechs compete against the Goliaths in the new world of direct-to-consumer
(DTC) marketing. As valid as that case remains, we had no intention of seconding the belief held by some
early-stage biopharmas: that there’s no real need for a quality website until it’s time to go to
market with a drug or device. In fact, nothing could be further from the truth, as most of our
biopharma clients clearly understand. FOUR REASONS TO HAVE A GREAT WEBSITE – BEFORE GOING TO MARKET
There are at least four things your firm has to do well, long before your drug or device clears
FDA – and your website can help enormously with all of them. Attract talent.
To get your drug or device developed and tested, you’ll need to have top-tier scientific talent
on board. What are they most likely using in their search? ...the Internet. Where will they
look to understand your mission and assess the quality of your current team? ...your website.
If your site is invisible to the search engines and social-network sites, or doesn’t tell a clear
and convincing story about your mission and team, some of that needed top-shelf talent is
likely to end up with a firm that has done those things well. Development-phase collaboration.
In addition to employing top scientific talent, there are external organizations and individuals
with whom your firm will need to ally itself over that long march to product availability. These
include: Clinical trials companies, aka CROs (Contract Research Organizations) Clinical trials subjects, who often need to be carefully selected according to stratified
sampling criteria Key opinion leaders (KOLs), who have the power to build interest in / confer legitimacy
on your line of research or discovery process across the broader scientific/medical
community
Not only are these targets most easily reached via the Web and your website, Web 2.0 also
provides vehicles such as forums that can help facilitate the collaborative process. next >>
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