Pharma and biotech brand sites have two distinct audiences: potential patients and health care providers (HCP) that might recommend the brand to their patients.
For potential patients, the primary focus is education — do they think they have symptoms? How to reach out to the relevant HCPs? How can the brand help with their symptoms? What are the associated risks? With HCPs, the focus is on a much deeper education about the disease mechanism and the pathway that the brand uses to address the disease. Another key goal with HCPs is to drive leads and point them to the sales rep that manages the territory they are in — if they are interested to learn more.
These sites operate in a very tightly regulated environment that is enforced by the FDA. It is quite key to make sure that the site does not make misleading claims. It is also very important to ensure that the website audience is aware of the drug-related risks and complications at all times. These requirements have a significant impact on the content strategy. It also means that the legal teams of the company tend to be much more involved in reviewing and approving the content before it is published on the site.
Common Site Features
Important Safety Information tends to be a common feature in all headers. The image below illustrates this for some of the sites that we built.
Prescribing Information also is a common element.
Other common elements are a “Sticky Layer” for Important Safety Information – so that it is visible to the users at all times regardless of where they are on the website.
Lead Capture and Marketing Automation
Lead capture and ongoing education is a key goal with both patients and HCPs.
The most common way is to get the user to fill out a form. User data is usually sent to marketing automation products that are unique to the healthcare industry. The big players in this space include Veeva, InTouch MD, Eloqua and Salesforce Marketing Cloud.
For patients, these products send regular educational emails. For HCPs, the leads are routed to the relevant sales rep based on the location of the provider. The sales rep gets an email or text message with the provider details for further followup.
To check out our work with pharma and medical sites, you can hop over here.