What brings physicians to a pharma website?
Information about new products and drugs, of course! But though a majority of physicians visit pharma websites for information on medical products and treatments, very few of them are happy with what pharma sites have to offer them.
Though the pharmaceutical industry has become better at creating and delivering digital content, pharma companies are often missing the mark when it comes to providing easy-to-use content for physicians.
That’s why I wrote this blog, with some tips and tricks that are certain to get physicians to you pharma company’s website and keep them there. Discover the best practices for engaging HCPs and ways to strengthen relations through digital interaction.
Educate – don’t advertise
I can not emphasize this enough. A whopping 71% of physicians claim that the only thing they manage to find on pharma sites are advertisements. And physicians know better than to trust advertisements.
In fact, two-thirds of physicians said that they don’t trust advertising on pharma websites and that they always go and seek info beyond the official add.
And this often guides them away from your company’s page.
So you better make sure to offer them more than promotional fluff. For physicians who are trying to make the best decision for their patients, scientific info about the drug and continual medical educations are priorities.
Providing scientifically accurate medical information is the only way to get the trust of two-thirds of physicians out there who always look beyond the promotional pamphlet.
Provide label information online
When it comes to new medical products physicians know exactly which information they want on the web. First, make sure you have the label of your drug printed on the net. In downloadable form. Most physicians want to download the label of new Rx drugs because it will help them easily understand dosing and warning information.
…and clinical studies
But pharma brands have to go beyond that and provide an entire clinical study online as well. Including trials that were not used in promotional pieces. The studies show that HCPs will search for this info from other sources anyway, so you might as well be the one to provide them the info.
After all, who can provide better and more accurate information about your product than you? Also, this will help you build trust with your physicians.
Don’t forget about adherence
Adherence is one of the major problems in the healthcare industry, with billions of dollars lost due to noncompliance every year. This is a life-threatening problem that physicians and pharma must work together to solve.
So if you have any info about the possible challenges in keeping patients compliant, display them on your website. Suggest solutions HCPs can try, to get patients to comply with a specific medication. Both physicians and patients will surely appreciate it.
Make your website searchable
As I already mentioned, physicians need informative content from pharma about new drugs, clinical trials or clinical practice guidelines. But only the ones that are relevant to their specialization.
Sure, the new cardiovascular study might be really interesting, but it won’t do much to improve an ophthalmologist’s practice, will it? That’s why you should organize your website based on doctor specialization. And make sure physicians can easily find their way around your online asset.
Provide patient education
Another thing physicians would like to see more are various resources and tools for patient education. It’s not always easy for physicians to speak to patients who can be scared and stressed out or weary and forgetful.
The patients often don’t understand the medical terminology packed language the physicians are using and more often than not they need other ways to engage and explain important concepts to patients.
That’s why you should add an array of useful patient education materials, posters and videos physicians can use to educate their patients on your website. This will significantly increase the chances of doctors visiting your website other than the websites of your competitors.
Physicians often visit pharma product websites and have specific informational needs when it comes to prescription drug information. Physicians need informative content from pharma about the new drug, clinical trials or clinical practice guidelines. But this info has to be provided to them in an easy to use way.
So it’s up to pharma marketers to make sure that they provide physicians the info they need. In an easy to use and searchable form, they need it.
If you are failing to provide the content physicians are looking for, make necessary changes to your site right now.
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