Everybody Hates Pharma Websites—Let’s Turn Irrelevance Into Impact

It’s about time we talked about the issue of pharma websites. There’s a huge amount of frustration and disappointment with pharma websites all around. HCPs don’t use them and clearly don’t value them. In fact, only 16% of UK HCPs have been on an industry site within the last 3 months, according to the PM Society. 

The commercial business sees very little impact and many inefficiencies, compounding the lack of engagement from customers. Dormant sites with no content updates, poorly maintained navigation with broken links, a wealth of valuable content that nobody can find, and countless bespoke sites created outside of the official web environment or hosted by random agencies—even knowing who owns and has access to sites can be a challenge! 

And marketers? Well, they can’t do what they need with these sites. They don’t have the right functionality to generate impactful campaigns, the sites have poor UX and creative flexibility, and creating new instances or implementing new functionalities takes forever. 

We all strive for omni-channel excellence, and surely our websites should be the owned channel that connects our experiences and customers. Is website strategy excellence the missing piece of the omni-channel puzzle? 

Lucky for you, this podcast has all the answers to the why, how, and what of web strategy for pharma in 2025. Joining me to help make sense of it all are Rob Verheul and Ed Hart from Graphite Digital. These guys have a ton of experience developing design systems that enable rather than hinder marketers. Together, we can help you find your path to amazing customer engagement through your web portals. 

In This Episode 

• We explain why pharma websites are not working for marketers right now. 

• We share a vision and solutions for engaging and impactful web strategy. 

• We provide tips for marketers on how to convince commercial ops to invest in more practical, accessible, and relevant web design systems. 

• We share solutions for optimal HCP sign-in and consent capture processes. 

• We explain how to go from a product brochure site to an integrated marketing tool. 

• We demonstrate why investing in web CX is critical for all stakeholders – pharma, HCPs, and patients. 

 

Taking the Next Step to Impactful, Engaging Website Development 

Get in touch for a friendly chat to discuss your web challenges, get some free ideas and solutions, or ask questions directly to Dan, Rob, or Ed.

Sign up for more resources on marketing and medical affairs excellence via the form below, including our guide- How to develop award-winning websites and  web strategy.