Digital and Websites

WHY ARE WEBSITES IMPORTANT?
visual
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/digital-and-websites-2998

Source: Manhattan Research, Taking the
Pulse® Europe 2013
If we look at ‘any use’, the numbers are much higher…
98%
91%
91%
90%
87%
79%
76%
68%
Search engines
Professional society websites
Websites for a healthcare professional audience
Government websites
Wikipedia
Pharmaceutical corporate websites
Pharmaceutical product websites
Pharmaceutical customer service websites
Online resources/destinations (any use): Among all EU physicians
PharmaNon-pharma

When seeking out information, customers turn
to many websites, that fall into three broad categories...
Trusted
independent
sources
Peer opinion
(UGC / social
networks)
Customers ‘triangulate’
information
Independent source of comparative
information:
‘How do treatments compare?’
Experience of products by peers:
‘What do they think?’
Manufacture
r
Detailed medical information on the
manufacturer’s products and pipeline:
‘What is the product specification?’

Your own website is at the centre of your digital content &
relationship strategy
Pfizer
website
Peer opinion
(UGC / social
networks)
post
Trusted
independent
source
content
ads
A resource for Remote Reps
A destination for
Email alerts
The way to
become visible in
search
The place to catch
up on webinars
Point to relevant info
not possible to share
in SM
Syndicate content or
advertise and direct to
more content

WEBSITES STEP-BY-STEP
Meeting your customers’ needs

Step 1: Strategy
What do we want to achieve?
HCPs we don’t
want to see but do
want to influence
at lower CPI
FF Target
customers we see
FF Target
customers we
don’t see
Who is the website for?
e.g. HCP targets might not be the same as
FF targets
What is the digital landscape
like for these stakeholders?
What do they currently find?
Where are the gaps
and opportunities?
Why come to Pfizer?

Use your Level 1 Customer Journey – which touch points can a website support?
Step 2: Insight
What do the specific customers need?

Use keyword analysis to find out what people are actually searching online for
Content should be planned to maximize keyword/search
performance. Even for a closed site, using keywords relevant to your
user is important. You can usually make an educated guess at which
are ‘HCP only’ terms and which are ‘HCP and consumer’ terms
Step 2: Insight
What do the specific customers need?

Teresa Brazen said this
Step 3: IA and Design
What content/services and how?
Map the content ideas onto the journeys and
place in logical groups
Informed by your keyword analysis and user insights,
make user-centric ‘labels’ for each of your content
groups
Create mini ‘website journeys’ for each user type, including their
goal and where they will come from and go to next
Identify content and services from the insight work –
brainstorm ideas and prioritise based on business and user
needs

Source: Neilson 2011
Users ‘Leave Quick or
Stay Long’
You have on average 10
seconds before the
decision is made!
The home page is critical

Eliquis.co.ukPradaxa.co.uk Xarelto.co.uk
1900 searches a month 2400 searches a month 880 searches a month
Home page with clear areas for HCP and patient.
Branded and clear what user needs to do to get content for
them. Once you click, each site delivers good quality basic
content per user type.
Holding page was in place since
October 2014.
NOW FIXED – Eliquis.co.uk is live ☺
Imagine…you’re a busy
cardiologist and want to use one
of the new NOACs with your
patient so you look online for
details and to check prescribing
info...
One chance to engage your user
Get the home page right (UK June 2015)

Examples from Germany
Even if login essential for
compliance, we can still optimise
UX, e.g. Pradaxa.de has good
quality patient info on the home
page outside login for SEO and
visual appeal
Pfizermed.de uses HCP
login/preference info to
target email interactions
Reasons to have a login
Compliance – to keep non-target-users
out
Relationship opportunity
– Target and personalise content
– Collect epermission and keep in touch
– Gather individual user insights
To login or not to login?

Flexibility to choose
which template and
features, and make
changes to meet your
requirements
If you use the CompanyHCP portal, the basic structure and features are defined,
based on customer research

Companyexample – Quit With Help renders well in browser and mobile, all sizes
The phone experienceThe laptop experience
What content/services and how?

STANDARD
Even a ‘standard’ website can offer a
personal ‘feel’ with content targeting
different user types
CUSTOMISED
AZ offers selection of therapy areas of
interest and serves content on this
basis
PERSONALISED
Many retailers record previous
behaviour and personalise both on-site
and off-site (using cookies) promotion
based on it
The Company HCP portal will offer customised and
personalised content options from 2016
Standard, customised and personalised content

How we read…
Mindset is..
Content is consumed…
Attention is
Experience type
Web
Scan & click
‘Get it done’
In bite-size chunks
Easily distracted
Entertainment
Print
Line by line
‘Learn about it’
In full paragraphs
Focused
Educational
When re-purposing you need to change content for the web – writers and
approvers need to be aware of this
Text content – Write for the WEB!

Source: website with Google AdWords Campaign,
2014
Traffic dips when AdWords campaign is not
running
Step 5: Reach
It is vital to drive website traffic

Channel Pros Cons
Twitter
• Good targeting based on interest areas
• Low cost
• Limited to 140 characters
• Publicly visible
Facebook
• Highly targeted based on demographics
• Low cost
• Consumer focused – not for professional use
Web meeting
(live)
• Integrated personal contact and online content • Cost
YouTube • Helps with Google visibility
• Content cost
• Publicly visible unless unlisted
Congress • Audience
• Cost
• Difficult to measure/attribute
Remote
Detailing
• Useful as follow up resource • Access – only 25% of HCPs
The bottom line: you need a launch plan and an ongoing plan to drive traffic – otherwise you
should NOT have a website!
Step 5: Reach
Website promotion ideas

Example: Product website downloads
of prescriber guide (Norway)
39
Every download of prescriber guide or
patient leaflet is tracked…
...and this is a reasonable indicator of
intent to prescribe

Country: Mongolia
Website Name: brandname.mn
Budget: $150K
Webmaster: Joe
Months
Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Activities Responsible
New Content & Features
Videos Webmaster Educational Video Meeting Videos Meeting Videos Educational Video
Slide kits Meeting slide kits Meeting slide kits
New features Ask an Expert' Diagnostic toolkit
Campaigns
New data campaign CBL Campaign 1
Patient case study campaign Campaign 2
Advertising
AdWords Brand Team Google AdWords Google AdWords
Banners Banners on doctor forum Toolkit banner campaign
Contnet Syndication Content hub on 3rd party portal
Meetings
Stand alone Conference Team
Conference xyx
Ad board - finalise toolkit
Site activities
Meeting/conf invitation page/promoWebmaster
Home page promotion Promote video Meeting materials Meeting materials Promote toolkit Promote video
SEO review/update
Email
Newsletter Webmaster
Meeting invitation & reminder
Meeting follow up/materials
Promotional Material
Leaflet for reps Brand Team
Site tour for booth
Weekly activities Responsible Activity Meetings/Conferences Email Campaigns
Webmaster New Content Offline promotion
Medical Promotion Site actions
Website Management Plan
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 12
Check stats, links and search performance
Check incoming e-mails
Month 11
Every new piece of content, every event,
every new tool or service, is an
opportunity to reach out to your
customers and encourage them to
spend more time with, and enrich their
experience with, your brand and Pfizer
Step 7: Relationship and ongoing plan
You should have a plan something like this

WEBSITE CASE STUDY:
COMPANYMED.DE HCP PORTAL
Germany

An extensive & engaging resource with a balance of content
within and outside login
New Homepage
Improved Product
Profiles
Continuing Medical
Education
Closed area
for HCPs
only with log
in
Open area -
pre log in
Campaign based landing pagesServices
Calendar of events
Old: Login only New: Content
available
All events
visible
with login
required for
full details
Order form for
printed
materials
Clinicians
involved in
research trials
Special user area

Voice of the Business benefits
Maximising other channels
and continuing a meaningful
conversation
Available at point of
prescription
due to content flexibility over
multiple devices
Driving engagement with
a stong call to action on the
homepage
Reducing time
and cost
through automated updates
High quality customer dialogue through
an improved user
experience
Enhanced competitive advantage
as the portal enhances the value of
the product ‘beyond the pill’
Increasing reach
due to Search Engine
Optimisation

ROI: High quality customer engagement
at a low cost per interaction
SIGNIFICANT REACH DRIVING BEHAVIOUR CHANGE....
(a conversion, e.g. download of prescribing information,
patient leaflets)
at a cost of
conversions
MONTH
each
conversion
to cover all costs including maintenance, new
content, features, services, and marketing
Cost per reach
visitors per monthThis document is a partial preview. Full document download can be found on Flevy:

http://www.w3.org/
There is plenty of website reference info available…
World Wide Web Consortium The
‘go to resource’ for website best practice
& usability standards
Pfizerpedia
The HCP Portal Playbook has all
you need to know about getting
and optimising your portal

Websites Take-Aways
Websites are the cornerstone of digital engagement
Optimise UX and build content for customers
1
2
Ensure you have a plan to reach your users3
Maximise opportunities for ongoing relationships
4

GET IN TOUCH
WITH US!
MailingAddress
ContactInfo
Phone: +1234 567 890
Fax: +1234 567 890
Email: youremail@myemail.com
Web: www.mywebsite.com
My Company Name
SocialMedia
Facebook: fb.com/
Twitter: @

1
Flevy (www.flevy.com) is the marketplace
for premium documents. These
documents can range from Business
Frameworks to Financial Models to
PowerPoint Templates.
Flevy was founded under the principle that
companies waste a lot of time and money
recreating the same foundational business
documents. Our vision is for Flevy to
become a comprehensive knowledge base
of business documents. All organizations,
from startups to large enterprises, can use
Flevy— whether it's to jumpstart projects, to
find reference or comparison materials, or
just to learn.
Contact Us
Please contact us with any questions you may have
about our company.
• General Inquiries
support@flevy.com
• Media/PR
press@flevy.com
• Billing
billing@flevy.com

Digital and Websites

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de Flevy.com Best Practices

Mais de Flevy.com Best Practices (20)

Último

Último (20)

Digital and Websites