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Optimizing Global Brand Website Launches

ID: PSM-297


Features:

7 Info Graphics

18 Data Graphics

100 Metrics


Pages: 38


Published: 2013


Delivery Format: Shipped


 

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Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
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.

KEY TOPICS

  • 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
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 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. 
Table of Contents

Study Overview  3
Participant Demographics  5
Key Findings  7
Resources and Timing  14
Website Content Creation, Approval and Review  19
Website Structure and Factors Shaping Development  23
Website Objectives, Functions and Performance Metrics  30
Website Optimization Best Practices and Lessons Learned  35
About Best Practices, LLC 

List of Charts & Exhibits

Development time and budget for global product website launch
  • Annual budget to maintain global product website, post-launch
  • Annual budget for promoting and driving traffic to global product website, post-launch
  • Description of organizational structure of team responsible for managing the development pre-launch and maintaining post-launch your global product website
  • What was the centralized body responsible for approving web content during site development
  • How is your website aligned to serve these 12 global regions
  • For which stakeholder groups does your website offer online support
  • What were the top 5 objectives for your global product website during the development phase