{"id":9918,"date":"2017-10-26T10:37:01","date_gmt":"2017-10-26T08:37:01","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=9918"},"modified":"2023-03-16T13:09:53","modified_gmt":"2023-03-16T12:09:53","slug":"online-pharma-website-physician-friendly","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/healthcare-marketing\/online-pharma-website-physician-friendly\/","title":{"rendered":"6 Ways to Make your Website Physician-Friendly"},"content":{"rendered":"
What brings physicians to a pharma website?<\/strong><\/p>\n 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. <\/span><\/p>\n 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. <\/span><\/p>\n 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. <\/span>Discover the best practices for engaging HCPs and ways to strengthen relations through digital interaction.<\/span><\/p>\n 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.<\/strong> And physicians know better than to trust advertisements. <\/span><\/p>\n 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 ad. <\/span><\/p>\n And this often guides them away from your company’s page. <\/span><\/p>\n So you better make sure to offer them more than promotional fluff.<\/strong> For physicians who are trying to make the best decision for their patients, scientific info about the drug and continual medical education are priorities. <\/span><\/p>\n 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. <\/span><\/p>\n 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.<\/strong> Most physicians want to download the label of new Rx drugs because it will help them easily understand dosing and warning information.<\/strong><\/span><\/p>\n 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. <\/span><\/p>\n After all, who can provide better and more accurate information about your product than you? <\/strong>Also, this will help you build trust with your physicians.<\/span><\/p>\n 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<\/strong> that physicians and pharma must work together to solve. <\/span><\/p>\n 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.<\/span><\/p>\n As I already mentioned, physicians need informative content from pharma about new drugs, clinical trials, or clinical practice guidelines.<\/strong> But only the ones that are relevant to their specialization. <\/span><\/p>\n Sure, the new cardiovascular study might be really interesting, but it won’t do much to improve an ophthalmologist\u2019s practice, will it? That’s why you should organize your website based on doctor specialization. <\/strong>And make sure physicians can easily find their way around your online asset.<\/span><\/p>\n Another thing physicians would like to see more are various resources and tools for patient education.<\/a> It’s not always easy for physicians to speak to patients who can be scared and stressed out or weary and forgetful. <\/span><\/p>\n 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. <\/span><\/p>\nEducate – don’t advertise<\/strong><\/h2>\n
Provide label information online<\/strong><\/h2>\n
…and clinical studies<\/strong> <\/span><\/h2>\n
Don’t forget about adherence<\/strong><\/h2>\n
Make your website searchable<\/strong> <\/span><\/h2>\n
Provide patient education<\/strong><\/h2>\n