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Optimizing Global Brand Website Launches to Ensure Marketplace Success

CHAPEL HILL, N.C., Oct. 3, 2014 /PRNewswire/ -- The website of a new pharmaceutical product plays an important role in how it fares in the marketplace, especially at launch. Pharmaceutical organizations rely on brand websites to inform a diverse group of stakeholders about a product's benefits – especially a new therapy.

The global launch initiatives for brand websites represent critical touch points for physicians, healthcare professionals, payers, patients, and advocacy groups. Successful launch leaders understand how to best leverage the online presence at launch and fulfill the diverse needs of key stakeholders while being mindful of regional differences in marketing regulations and labeling.

A recent Best Practices, LLC study offers critical insights into the launch of global brand websites. The importance of investing in a product website is apparent: products that met or exceeded their first-year revenue targets averaged $610,000 in web development costs, according to the study. If an organization isn't frequently refreshing and referencing its webpage, it is dramatically impacting the potential success of a critical customer-facing medium.

The report, "Optimizing Global Brand Website Launches," illustrates how to best leverage the global online presence of a product at launch. The research also investigates emerging trends and includes valuable insights and metrics around resources, web content creation and review, objectives and performance measurement.

Key study topic areas include:
  • 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

It is challenging to plan and execute the global launch of a new product's website. In addition to having appropriate resources and content, brand websites need to fulfill the needs of patients, physicians, and payers while recognizing regional differences in regulations and culture.

The study found that the key to any product website's success- global or regional- is to have a set of performance metrics to measure against, and take action when the page is not performing appropriately.

This benchmarking research study reflects the global product website optimization strategies used by 11 major pharmaceutical companies.

To learn more about this report, download a complimentary excerpt at

For more information on other recent primary research studies, contact us at 919.403.0251 or visit our website at


Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations.

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