Biopharmaceutical brand websites fulfill a pivotal role in educating patients about their medical conditions and preparing them for critical healthcare decisions.
Superior brand websites deliver key patient support – and effectively brand the treatment of a condition – using the wide array of tools afforded by the Internet, such as online tools, medical and insurance glossaries, treatment kits, hotlines, signature support incentives, and access to experts.
The path to online patient support leadership traverses several critical patient lifecycle phases: from learning about the condition and starting treatment to developing and maintaining product loyalty.
This benchmark study examined 10 leading biopharmaceutical products that treat chronic conditions, such as rheumatoid arthritis, osteoporosis and cancer, for which treatment is often expensive and patient education and long-term support are essential.
The benchmark framework probed 10 chronic care product websites through 51 support categories that appear across the patient lifecycle, from getting started with a product to becoming a loyal patient who adheres to treatment.
Benchmark products examined include: Boniva, Cimzia, Enbrel, Forteo, Fosamax, Humira, Reclast, Remicade, Rituxan, and Simponi.