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Optimizing Global Brand Website Launches (Pharma)


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The global launch of a brand website represents a critical point in a new product's entry into the marketplace. Brand websites provide an important information portal for healthcare professionals, payers, patients, and advocacy groups.

Creating and launching a website that fulfills the diverse needs of key stakeholders while being mindful of regional differences in regulations and cultures are factors that can heavily influence how a new drug performs at launch.

This benchmark study probes current and evolving approaches for site development and optimization for brand websites as part of a global launch. The study also provides evidence-based benchmarks on what critical success factors are important for understanding and engaging key stakeholders, particularly physicians.

Published in: Health & Medicine, Business
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Optimizing Global Brand Website Launches (Pharma)

  1. 1. 1 Copyright © Best Practices, LLC Optimizing Global Brand Website Launches Strategic Benchmarking Research
  2. 2. 2 Copyright © Best Practices, LLC Table of Contents  Study Overview 3  Participant Demographics 5  Key Findings 7  Resources and Timing 14  Website Content Creation, Approval and Review 19  Website Structure and Factors Shaping Development 23  Website Objectives, Functions and Performance Metrics 30  Website Optimization Best Practices and Lessons Learned 35  About Best Practices, LLC 38
  3. 3. 3 Copyright © Best Practices, LLC Study Overview Best Practices, LLC conducted this benchmarking study to help brand leaders charged with optimizing the web presence of their products to manage the complexities of a global marketplace. Key Topic AreasStudy Objective This study was designed to illustrate how to best leverage the global online presence of a product at launch and fulfill the diverse needs of key stakeholders, while being mindful of regional differences in culture and regulatory environment  Resources and Activity Timing  Website Content Creation, Approval and Review  Website Structure and Factors Shaping Development  Website Objectives, Functions and Performance Metrics  Website Optimization Best Practices and Lessons Learned
  4. 4. 4 Copyright © Best Practices, LLC Participating Companies TOP 10 PHARMA COMPANY TOP 20 PHARMA COMPANY Responses reflect the global product website optimization strategies used by 11 major pharmaceutical companies, 9 responses came directly from the participating companies, two responses came from agencies charged with owning the company’s website creation and maintenance (their clients are represented by their revenue ranking the previous fiscal year)
  5. 5. 5 Copyright © Best Practices, LLC Level of Participants Participants in this study were either directly tied to brand strategy or are part of their respective organization’s digital/e-marketing teams. • Global Brand Director • Global Brand Manager • EVP Global Brands • Global Product Manager • VP Brand Strategy • Associate Director - Marketing & Business • Global Digital Marketing Manager • Head of e-Marketing • Digital and Innovation Director • Solution Lifecycle Manager • Sr. Manager, Global Digital Strategy
  6. 6. 6 Copyright © Best Practices, LLC Key Findings Sample: Global Website Optimization The following key findings and insights emerged from this study. Key Topic Areas  Multiple Product Website Preferred Approach: The majority of companies reported preferring a multiple product website approach over a single website due to regional regulatory concerns and the timing of approvals  Disconnect on Product Intricacies : The development and maintenance of global product websites is handled by a centralized digital/e-marketing team at several companies (if handled internally at all). This shared services model is more efficient from a cost perspective but can lead to a lack of depth on particular product issues because digital/e-marketing team members are often working on multiple products at once.
  7. 7. 7 Copyright © Best Practices, LLC Q. Please estimate the total annual budget for maintaining your global website post-launch in USD (e.g. site infrastructure, content refresh, hosting): Maintenance Costs (N=9) Less than $100k, 44% $100,000 to $250,000, 33% $250,000 to $500,000, 22% A consistent theme heard throughout this study is the need to maintain a steady pool of resources post-launch to manage websites. If your company isn’t frequently working and refreshing your webpage, you are dramatically impacting the potential success of a critical customer-facing medium. Over ½ of participating companies are dedicated more than $100,000 annually, purely in maintenance expenses
  8. 8. 8 Copyright © Best Practices, LLC Q. How was the Medical, Legal, Regulatory (MLR) approval process for your global product website structured? Structure of Review During Site Development (N=8) Centralized in one lead country 25% Decentralize d by geography 12% Hybrid 63% The MLR approval process is structured almost exclusively in a centralized manner for all regions.
  9. 9. 9 Copyright © Best Practices, LLC Q. Please select the variables -- unique to your global website launch -- that necessitated your team structure around multiple websites. (choose all that apply) Variables Favoring Multiple Regional Websites for a Global Product (N=6) Interestingly, the ability to market to patients within each country, privacy regulations and funding/budget concerns were reported as variables that necessitated a multiple website structure but were mostly ranked as minor influences in the data that follows.
  10. 10. 10 Copyright © Best Practices, LLC About Best Practices, LLC
  11. 11. 11 Copyright © Best Practices, LLC Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC 6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517 919-403-0251 About Best Practices, LLC