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

1. 10 BEST PRACTICES FOR PHARMA PRODUCT WEBSITES /
10 Best Practices for Pharma Product Websites
Prepared by PharmaForward LLC
March 7, 2013
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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 ✔ ✔
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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
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