10 Best Practices in Pharma Product Website Design


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This presentation covers 10 best practice features that should be considered when planning a website for a pharmaceutical or biotech product.

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10 Best Practices in Pharma Product Website Design

  1. 1. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 10 Best Practices for Pharma Product Websites Prepared by PharmaForward LLC March 7, 2013 1
  2. 2. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / Overview 10 Best Practices AUDIENCE FOCUS BEST PRACTICE PATIENTS & CAREGIVERS HCPS PAYORS Clear call to action and incentivized sign-up and information capture—often to patient support ✔ ✔ ✔ Custom approaches for caregiver and HCP audiences. ✔ ✔ Resource directory and informational downloads. ✔ ✔ ✔ Clear information on reimbursement support and access. ✔ ✔ ✔ Search engine optimization – ensure website is findable among increasing search engine clutter ✔ ✔ ✔ Use of multimedia and video assets. ✔ ✔ Provide updates, alerts or product news for users who opt in. ✔ Content pathways dependent on treatment stage ✔ Offer fast, functional, and pragmatic information for HCPs ✔ Use apps and mobile tools to extend experience ✔ ✔ Creative application of fair balance resources ✔ ✔ 2
  3. 3. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 1: Clear Call to Action & Sign Up Functionality B1: Clear Call to Action and Sign-Up Functionality Pfizer‘s Elelyso.com Key Learning: Give Visitors an (Gaucher Disease) Incentive to Connect This Elelyso.com homepage A simple ―sign-up to learn more‖ link may focuses on encouraging users not be enough to drive site sign-ups and to sign-up for support though opt-ins. incentives and clear offers. Connect with Personal Support Free Information Kit Prominent links drive users to Site visitors can opt-in to connect with treatment receive a free information kit support services via phone or mailed to their home. online form. 3
  4. 4. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 2: Customize Experience & UX For Specific Audiences BP2: Custom Experiences for Key Audiences NovoNordisk Victoza Key Learning: Make Sure the (Type 2 Diabetes) Site Approach Varies Based NovoNordisk provides distinct on User Needs. online experiences for both patients & HCPs. While there Two different site approaches may be is visual consistency, the site required to address the specific needs of has unique information HCPs and patients. architectures, domains, and structures that are optimized for patients and HCPs. These sites also feature Victoza for Patients multiple domains unique for Patient site is focused on the audiences, allowing for clear, patient narrative with direct linkage. promotional language, light features, and clear patient direction. Victoza for HCPs The HCP site features a prominent left column navigation, which is more consistent with online medical information resources. 4
  5. 5. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 3: Offer a Useful Resource Directory with Downloads BP3: Resource Directory and Downloads ViroPharma Cinryzme Key Learning: Offer Useful (HAE) Resources that Provide Real The Cinryzme website Value to User. contains a comprehensive Support patient education by providing resource library for HAE resources and information useful to patients that includes a family them. tree worksheet, doctor discussion guides, and a number of useful forms. Useful Links Cinryze.com contains a directory of useful HAE- Create Your Own ―Kit‖ related links. Cinryze.com allows users to create a customized patient information kit that can either be downloaded or assembled and mailed by ViroPharma. 5
  6. 6. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 4: Clear Reimbursement and & Support Information BP4: Clear Reimbursement & Support Information Genentech Access Key Learning: Make Access a Solutions Key Part of the Site (Various Products) Access- and reimbursement-related Genentech‘s Access Solution content is often most important to both program is a centralized patients and HCPs. Make sure this service that provides content is clear and user-friendly. assistance with patient support and reimbursement. Each of their product websites has it‘s own specialized version of Access Solutions. HCP or Patient Clear Content Customized Organization Users can easily Site is structured around key determine the type of topic areas (Coverage, access information they Reimbursement, Etc.) are looking. The site customizes based on selection. Easy to Contact Phone numbers and support line access available on every page. 6
  7. 7. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 5: Make Sure the Site is Optimized for Search Engines BP5: Search Optimization Novartis Gilenya Key Learning: Search Strategy (Multiple Sclerosis) is a Critical Component of a With the amount of Product Site medication-related information Make sure the website can be found for online it is critical for related searches—specifically the companies to leverage search product name. Leverage the latest marketing to ensure that search and ad technologies to drive people looking for information traffic and awareness. can easily find their sponsored site. Search Ads & ―Sitelinks‖ Functionality In addition to the ad link, advertisers can used sitelinks to drive users to Google‘s New specific sections of their Medication Information site. Boxes Google recently added an information box for medication related searches. These boxes link to NIH or Wikipedia—not to sponsored websites—often diverting traffic. 7
  8. 8. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 6: Use Multimedia & Video to Support Key Messages BP6: Use Multimedia & Video to Support Key Messages BioMarin Kuvan Key Learning: Video & (PKU) Multimedia Can Provide a Kuvan.com provides a number Rich Content Experience of useful multimedia patient Videos that highlight real experiences of stories representing a wide patients and HCPs offer compelling array of patients. HCP content and unique perspective. perspective is also woven into the videos. Stories Represent All Types of Patients Patient perspective is provided for young adults, older patients, and parents/caregivers. Use of YouTube Chantix.com runs a serious of quick smoking stories highlighting Chantix on YouTube—closely integrated with Chantix.com 8
  9. 9. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 7: Offer an Email Update or Online Newsletter BP7: Offer an Email Update or Online Newsletter Acorda Ampyra Key Learning: Keep Interested (Multiple Sclerosis) Visitors Aware and Ampyra.com encourages Encourage them to Return patients to sign-up for their the Website. online newsletter. An email newsletter or periodic update are useful tools for maintaining communication with patients and HCPs. Maintain Communications Ampyra‘s ‗Walk Talk‘ program provides periodic email newsletters to patients, keeping them up to date on developments and encouraging them to return to the site. 9
  10. 10. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 8: Align Content Flows Around Specific User Needs BP8: Organize Messages Around Specific User Needs Alexion Soliris Key Learning: Align Content (PNH & aHUS) to User Needs Soliris.net provides content When appropriate, present content pathways for patients based pathways that align to a visitor‘s stage in on their stage of the treatment the treatment journey. This ensures the journey. content and messaging is most appropriate for their needs. Content Appropriate for Me When first visiting the site users can choose content based on their relationship with the disease and the drug – Newly Diagnosed, Considering Soliris, and Ongoing Treatment. 10
  11. 11. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 9: For HCPs, Focus on Practicality & Functionality BP9: For HCPs – Focus on Practicality and Functionality Novo Nordisk Key Learning: For HCPs, NovoSeven RT Focus on Speed, Action & (Hemophilia) Functionality NovoSeven offers concise, Ensure that HCPs can easily access the useful and easily accessible information they need, access resources, resources designed for busy and connect with support HCPs. ZipCode Lookup Easily Connects HCPs to Reps HCPs can quickly identify a rep by zipcod. Action-Oriented HCP resources focus on enrolling patients, accessing important resources, and functional tools and apps. 11
  12. 12. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 10: Optimal Presentation of Safety and Fair Balance Information BP10: Optimal Presentation of Fair Balance Information Eli Lilly Key Learning: Use Technology Cialis to Solve Required Content Challenges (Erectile Dysfunction) Companies are increasingly using new Cialis uses a novel approach programming approaches to effectively of a persistent footer bar to display critical information. display safety information Persistent Footer Cialis.com uses a persistent footer to ensure that safety information is always above the fold. Clicking on the footer expands the screen. 12
  13. 13. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES / 11: Optimal Presentation of Safety and Fair Balance Information Interested in Learning More? Contact PharmaForward LLC pharmaforward.com +1 617 942 0381 info@pharmaforward.com 13