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What BIG Pharma is doing and how to leverage proven ideas

I’m going to walk you through some of the things that Big Pharma is doing now, and how to leverage these proven web design ideas for your own, unbranded web presence. We’re going to go through and decode a little bit about what some of these websites are doing, what makes them successful, and why an unbranded pharma web design strategy is something to consider for your own brand.

So here are the four pillars of success that we find when working with unbranded web presences and the strategy in general. 

The Four Pillars of a Successful Unbranded Pharma Web Strategy

Four Pillars of a Successful Unbranded Pharma Website

Branding is ultra important, as you can understand. Coming up with a clever name for the web presence is something that will set your brand apart on the search results. And ideally, that is a condition-based name and it’s something that somebody will be actually searching in Google for in order to find this resource. So we love the condition-focused type you URLs and their names, and we’ll show you some examples of exactly what that is and in the near future and why it’s so important to consider a clever condition based domain name and name for the web presence.

Also, the next thing in this list here is persona development. And it’s really important to understand the type of user that’s coming to this unbranded pharma website and what their end goal is.

Is it a patient? Is it a caregiver or is it a physician?

Some of these unbranded pharma web presences are geared towards multiple audiences. And then some are broken out appropriately for different audiences. Or some are just for the caregiver or the patient specifically. So understanding the end goal and the target audience helps direct their experience.

We want to take the right type of user through the right path with an understanding as to what we want them to do once they take that path. So building a website or microsite is more important than pretty pictures. The experience has to be tailored to the needs of the user while achieving the goal of the brand and considering what opportunities are to actually capture their information.

So it is newsletter sign ups, quizzes or downloadable? We’ll show you some examples of those too.

And then the fourth is marketing. Driving awareness to an unbranded pharma website can be tricky. There’s definitely regulations as to what you can do in the pharma world. The reason why brands build unbranded web presences is because there’s more opportunity to leverage marketing channels to drive awareness to the brand. So with clever targeting and headlines, we can drive brand awareness and get users to create an action based on the desired outcome we pre-engineer.

Example 1: Eczema Exposed

Eczema Exposed Example of great unbranded pharma website

The first URL we’re going to talk about is Eczma Exposed. Obviously, you can tell it’s a great domain name, it’s something that is searched on -eczema related search queries.

Inside you’ll see there’s subtle branding from the pharma brands here. You’ll understand that parents of children are being targeted here and females. The calls to action throughout the presence are newsletter sign ups. They have some doctor patient discussion guides which are really clever. And then engagement is super important nowadays on a web presence, because the longer you stay on a website based on a search query, the higher Google will rank you for that specific search query.

So getting users to stay on your website, looking at interactive materials, videos, interactive quizzes, even patient stories via video or testimonial style format are great ways to get people to stay on your website.

Understanding Eczma is the first link on this page. And what I really like about it is it does exactly that. It helps you understand what it is.

There’s some videos of humans and you can watch their stories. It explains exactly how the process of inflammation happens when somebody is scratching the itch and how the skin gets damaged. And then underneath here, we have a little quick quiz. So as you go through, you can select the true or false answer and it tells you right away if it’s correct or not. But it’s a great way to keep people on the web presence and keep them engaged.

Keeping Users engaged on Unbranded Pharma Websites

You can also sign up for a newsletter and understand a little bit more about this, which is done through a drip email campaign.

And here they’re asking for some basic information which then this gets sent over right to Sanofi for them to market to users.

Up top you can see they have an area for health care professionals. This takes you off the website to a different unbranded web presence. But Eczma Exposed is a good unbranded web resource for a patient with also some materials for them to communicate effectively to their doctor. So here is where you can see they have the child caregiver doctor discussion guide and then they have the adult doctor discussion guide.

All these resources here link to third parties. And then they have this little doc finder here where you can look for a doctor by putting in your town and it will take you off site onto another web presence where you can see more.

So that’s pretty much it. I love the domain name and the brand name of this website. What I also liked is some of the creative that they were using to drive traffic to that web presence.

So this was an animation which you can see was ran maybe in the Google network, served as banner ads. But it was a revealing animation here, exposed the first piece of creative through the last. So a great way to drive traffic to the website.

Example 2: Arthritis.com

Arthritis.com Example of great unbranded pharma websites

The next web presence we’re going to look at is arthritis.com. This one is done by Pfizer and it’s targeting basically anybody with arthritis.

Calls to action throughout our newsletter, sign ups and doctor patient discussion guides, which seems to be pretty popular.

The engagement is an interactive worksheet on this web presence.

The site is done nicely. We like how this constantly changes up here on the top. If you give it a little time, you can see a animate out. It’ll refresh. Here they have the doctor discussion tips, they have a symptom tracker, which I thought was really clever.

There’s RA vs OA. And they promote the professionals that are involved in this as well, their editorial board. So let’s click on this, because I found this one to be the most fun and interactive.

This is a series of questions which I’m going to arbitrarily answer and you’ll see how they lead you through this quiz, essentially, which helps you to learn more about your own condition and then provide you a report at the end.

We have the ability to download a PDF of my results or the results emailed to me, which then you can use that email for marketing as long as they’re opting in after. I thought that was super clever. We’ll go back to the home page of it.

Arthritis.com Successful unbranded pharma website tactic

There’s advice about talking to your doctor again. There’s some more doctor download discussion tips here. You can see they have registration information here to sign up for that newsletter as well. It’s just a different call to action, which gets you to sign up a different way and then, contact forms throughout the website.

Example 3: Science of Migraine

The next unbranded pharma web presence we’re going to talk about is Scienceofmigraine.com. This is an Amgen Novartis joint initiative here. This is an HCP focus.

Their calls to action are newsletter sign ups and contact forms on every single page.

Their engagement is a resource library, videos, and they have diagrams, which I thought was pretty clever.

This web presence nicely designed. This survey is great because it helps them understand exactly who is coming to the website so they can use this information to either modify the content, or in a phase two or phase three, do a different type of build that’s geared towards that kind of a persona.

Unbranded pharma website survey example

So, again, this is for an HCP. The information that they’re talking about here is a lot more scientific. And the sign-up form is on every single page or with calls to action all over the place. So this is a slammed down one where you sign up, just put in your information for more information.

There are different types of resources and downloadable forms where they have the ability to capture information and then use that information for marketing to these HCPs through this web presence. And, there’s some links to outbound websites as well.

So, again, great name and love the branding of it. I thought it did an effective job. And we’ll show you how they drove traffic.

They had a series of ads. So these first three, you see the two top left and bottom left one with the same woman in it were all part of one animated sequence. And then the bottom right one was another ad that was running all within the Google network. So just an opportunity to drive more traffic to that unbranded web presence and get more awareness for HCPs to learn that there is a resource out there for them, for this specific condition.

Unbranded pharma website ad examples

For more information on how we might be able to help you with your unbranded web presence, please call us at 732-706-5555!