A recent study published in JAMA Internal Medicine shows that branded websites need to improve to help patients. Some of the issues and possible solutions:
- Start with simpler language
- Use more visuals
- Turn info into images
Jim Lefevere, Director, Global Digital Marketing at Roche Diagnostics Diabetes Care, believes that pharma should also be creating customized content for each digital channel and not just making sure that content from a website looks good on a mobile device.
What returning visitors need is new content, something that pharmaceutical websites are very slow to provide. Tips on creating fresh content:
- There must be ongoing communication between the content generators and the medical, legal and regulatory teams.
- Medical, legal and regulatory teams must be educated about the need for more patient-centric content.
- Streamline the content submission process. If pharma hopes to have relevant content for its patients in the digital world, then it needs to be able to generate, review and publish content in a matter of days, not months.
Also from PM360, HCPs tend to notice ads in all channels.