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Posted by Bill Gadless on April 11, 2023


As healthcare professionals (HCPs) continue to rely more on digital sources for information, pharma companies must create engaging and informative websites to reach and inform physicians. The pharmaceutical website has become an integral tool in the HCP’s drug evaluation and prescribing journey.

A well-designed website can play a vital role in the physician drug evaluation process. In this post, we explore why a pharmaceutical company’s website and web content are important at each phase of the prescribing journey. We’ll also discuss the significance of UX, creative content, video, infographics, accessibility, and multiple languages.

First, some facts

  1. Pharma websites provide doctors with up-to-date information about drugs, including their indications, dosage, side effects, and contraindications.
  2. Doctors can access pharmaceutical websites to learn about new drugs that have been recently approved by regulatory agencies (FDA) and are now available on the market.
  3. Pharma sites often offer training materials, webinars, and other resources that help doctors learn about how to prescribe and use drugs safely and effectively.
  4. Doctors can use drug sites to stay informed about recalls, warnings, and other safety alerts.
  5. Some biopharma websites provide interactive tools that help doctors identify the right drug for a patient’s specific condition and medical history.
  6. Pharma sites often feature case studies and other real-world examples that illustrate how drugs can be used in different clinical scenarios.
  7. Doctors can use biopharmaceutical websites to learn about the latest clinical trials and research studies that are investigating new uses for existing drugs or developing new drugs altogether.
  8. Websites can provide doctors with detailed information about the pharmacokinetics and pharmacodynamics of drugs, including their mechanism of action, absorption, distribution, metabolism, and elimination.
  9. Some sites offer patient education materials that doctors can share with their patients to help them understand how to take their medications safely and manage any side effects or adverse reactions.
  10. Pharma sites can be a valuable resource for doctors who work in specialties that require a deep understanding of drugs and their interactions, such as oncology, psychiatry, and infectious diseases.

Now let’s take a look at the importance of an effective pharma website through each of the 3 stages of the physician evaluation/prescribing journey.

Phase 1: Awareness

At this stage, physicians become aware of drugs that could benefit their patients through various channels such as conferences, medical journals, or colleagues. A pharmaceutical company’s website should provide a clear and concise description of their mission, values, and products. The website should also be visually appealing, user-friendly, and optimized for mobile devices.

Providing information in multiple languages demonstrates the company’s commitment to inclusivity and accessibility.

72.1% of consumers spend most or all of their time on websites in their own language. Therefore, it is important for pharmaceutical companies to provide their website in multiple languages. Creative content, such as videos and infographics, can increase brand awareness and keep physicians interested in learning more about the company. According to HubSpot, 54% of consumers want to see more video content from a brand or business they support.

Phase 2: Consideration

In this phase, physicians actively seek out information about drugs’ efficacy, safety, and potential side effects. The website should provide well-written and accurate copy about the drug’s mechanism of action, clinical trial data, and potential side effects. Accessibility features, such as alt text for images and closed captioning for videos, should be included to ensure that all physicians, including those with disabilities, can access the information they need. Infographics and videos can provide quick and easy-to-understand overviews of the drug’s key features.

According to a study by Nielsen Norman Group, users read only 20% of the text on a web page on average. Therefore, including visually engaging content such as infographics and videos can increase the likelihood of physicians engaging with the information provided.

Phase 3: Prescription

In the final phase, physicians decide to prescribe the drug to their patients. Practical information, such as dosing, administration, and potential drug interactions, is crucial at this stage. The website should provide this information, along with details about how to obtain the drug, including information about insurance coverage and co-pay assistance programs. The website should also be optimized for search engines to make it easy for physicians to find the information they need quickly and efficiently.

The first page of Google captures 71% of search traffic clicks and has been reported to be as high as 92% in recent years. Therefore, it is important for pharmaceutical companies to optimize their website for search engines (SEO) to ensure that physicians can find the information they need.

In summary …

A pharmaceutical company’s website and web content are valuable tools in the physician drug evaluation and prescribing journey. By focusing on UX, creative content, video, infographics, accessibility, and multiple languages, a pharmaceutical company can provide physicians with the information they need at every stage of the drug evaluation and prescribing journey. A well-designed website can increase brand awareness, provide accurate information, and make it easy for physicians to prescribe the drug to their patients.

Physicians believe a pharma website is a valuable resource to their practice. Therefore, investing in a well-designed website can lead to increased engagement with physicians and ultimately lead to more prescriptions being written.

For more information about website design, content creation, SEO, and digital marketing in the biopharma industry, get expert help from emagineHealth. Let’s get started.

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