Developing a Website to Support Pharmaceutical Product Launch

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.

Industries Profiled:
Pharmaceutical; Manufacturing; Biotech; Consumer Products; Diagnostic; Medical Device; Health Care; Biopharmaceutical; Clinical Research; Laboratories; Chemical


Companies Profiled:
Bayer; Novo Nordisk; Sanofi; Abbvie; Roche; Shire; GlaxoSmithKline ; Genentech; Sun Pharmaceutical

Study Snapshot

Data reflect the global product website optimization strategies used by 11 major pharmaceutical companies.

Key topics 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

Sample Key Findings

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

• Dedicate Adequate Resources: Companies reported internal struggles for adequate funding to maintain and promote their global product website.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.