Pharmaceutical company websites fail to engage, communicate

Pharmaceutical companies need to get closer to those seeking medical information and advice online, concludes a survey conducted by Accenture, or continue to lose out to social media and other online communities.

Accenture found that, of the 68% of survey respondents who searched for health advice and information online, just 11% regularly visited a pharmaceutical company's website.

Why? Because while the majority (69%) of survey respondents expected pharmaceutical company websites to provide content about medical conditions and other information surrounding a drug they are researching, or taking, many websites fall short of the mark.

Instead of providing an engaging experience, with the opportunity for a two-way dialogue on a level that consumers can understand, many pharmaceutical websites are sterile and bland.

Just flicking through the websites for the likes of Pfizer and Wyeth you get the distinct whiff of corporate and not an inkling of consumer content apart from standard product blurb.

In addition, their online presence rarely stretches to much more than a website - few are using social media and networks, or even basic channels such as blogs.

This "cold" approach and disconnect in communication leads to people seeking out information from other online communities, such as forums, and via social media, which may not always be the most reliable of sources.

"Pharmaceutical companies that embrace innovations such as social networking and communications via mobile devices and integrate and align their communication strategy across multiple channels will be positioned to have a much greater influence on their patients' choices and consequently, realize significant increases in revenue, profitability and sustained competitive advantage," said Tom Schwenger, global managing director for Accenture's Life Sciences Sales & Marketing practice.