|
Now, with a high-quality, effective website available, you’ll need to make sure it can be
readily found amid the Web’s clamor ...and that involves search engine optimization (SEO).
It may sound like voodoo, and specialized knowledge surely helps; but simply put, SEO
attempts to optimally mate your content (plus some technical features of your web pages)
with both the likely search behavior of your desired visitors and the known behavior of search
engines such as Google. With your CRM capturing and classifying all interested site visitors, you’re now in position to
communicate with each key segment (e.g., physicians, KOLs, perhaps potential investors) via
a uniquely relevant email newsletter ...on an opt-in basis, of course, and being scrupulous
about giving readers an easy opt-out in each message. And you can also launch a private
forum to foster collaboration among, say, a geographically and organizationally distributed
research effort; and perhaps another between your team and your CRO during clinical trials. “BUT WE’RE BUSY DEVELOPING A NEW THERAPY; WE CAN’T DO ALL THIS”
The two major pushbacks (excuses?) we hear all the time are, 1) it costs too much and 2)
we don’t have the time or expertise to do this. As to the cost: think of this as a $20-25K investment en route to becoming a billion-dollar
company; in that long-term perspective, it’s lost in the roundoff error. On the flip side, not
doing these things is likely to cripple your company’s growth; and doing them by other, less
efficient means is likely to both cost more and limit growth. But it does surely highlight the
critical importance of getting adequate investment in place. The second objection is generally quite valid: you probably don’t have the time or the
expertise to do all this, and do it right. You need a competent partner in this arena, just as
you’ll probably turn to a qualified CRO for clinical trials. When that decision is made, we believe that your choice should be eMagine, for a number of
reasons: - Unlike many website development firms whose focus is primarily on design and
winning awards, eMagine understands that your concern is for business results ...so
that is our focus, too. - Our 10+ years of experience developing Internet solutions for more than 500
companies has resulted in countless references willing to testify to our expertise; and
because our business grew up in one of America’s leading biopharma regions, a
disproportionate share of those clients are in your industry. - eMagine follows research-based industry best practices in all online marketing
domains, taking a holistic approach that integrates creative design, usability and
technology. - Our Search Engine Marketing Department is staffed by highly experienced industry
professionals. Our PPC consultants honed their skills in the very demanding B2C
world; plus we are one of only 41 Google Adwords Qualified companies in the US. - Because everything in Web marketing touches everything else, you’re always better
off with a full-service Web consultancy – like eMagine – than with a niche SEO or PPC
service. - eMagine is profitable and backed by a $200 million New England corporation.
Working together, we can ensure that your biopharma company leverages all of the powerful
opportunities presented by online marketing ...even before you actually go to market!
<< previous
|