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MATCHING ONLINE MARKETING TO THE CONDITION/TREATMENT LIFECYCLE It all starts, of course, with your website: the cornerstone of any online marketing effort.
Most bio/pharma companies soon realize that their website needs to address multiple target
audiences, such as: - Physicians
- Patients
- Caregivers
- Investors
- Collaborators
- Clinical trials prospects
The site’s architecture and navigation must make it easy for each of these groups to find
content of relevance to them. For example: while this paper focuses primarily on the DTC
problem/opportunity, clearly you still have to educate the physician about your drug or device.
The website is fast becoming a last opportunity to educate that 20% of physicians who will no
longer see reps for traditional detailing calls, with micro-sites and e-detailing in particular
exploding in popularity. In addition, your site needs to... - engage your visitors – captivating their attention and minimizing their frustration as
they look for relevant information - be readily usable – containing certain elements that visitors have come to expect, and
that help them find what they’re looking for convey your company’s top-level and supporting messages clearly and concisely, in a language each audience group understands - convert the bona-fide prospects among your visitors, and move them seamlessly into
your lead-nurturing program - employ design that harmonizes well with your company’s image/branding
- reflect the quality of your company – no “links to nowhere”; no misspellings, grammar errors or dubious usage; no outdated “news”
- provide analytics, so that visitor sources and paths through your site are readily
trackable - be updateable – your company doesn’t stand still, so neither can your website
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