Time to Rethink the Pharma Brand Website?

By Beth Bengtson
May 21, 2014 1:20 PM ET
Blog

Second in a series on traditional digital tactics. Read more

As pharmaceutical brand marketers start using new channels like mobile and social media, they often overlook a traditional digital property that might be working against them: their own brand websites.

Digital has evolved to encompass more channels than ever, and it’s time to challenge the role of a brand’s website. Brands have been building one-stop disease and treatment sites since the dawn of the Internet, but is that really what is needed these days with authoritative online resources such as Medline and the NIH sites?

Pharma companies should only be educating on what they know best – their brands. They should get out of the business of disease education unless it relates to treatment with their drug.

Read the article in its entirety in PM360’s May issue