by Mehek Punatar, Healthcare Analyst
Through Manhattan Research's new Digital Competitive Landscape offering, we analyzed five HCP product websites across the oncology space to create a digital competitive audit scorecard. Among the products tracked were: Avastin, Neulasta, Xtandi, Erbitux and Alimta. HCP product websites were scored on the basis of four major criteria: discoverability, usability, media & content, and service & communication. Each criterion had numerous sub-metrics.
HCP product websites were scored on four major criteria:
- Discoverability assessed a website's search engine performance and traffic share;
- Usability analyzed the desktop and mobile performance of a website;
- Media and content assessed the presence of video, interactive tools, apps and social media;
- Service and communication examined value-added support features such as sample ordering, rep access and more.
The Slideshare below shows the scorecard for the five websites we looked at:
Here's a quick summary of how they stacked up:
- All five websites analyzed ranked very poorly for media and content, with none having any interactive tools, links to HCP apps or links to HCP social media.
- The websites ranked about average on discoverability and usability, with all websites ranking low on domain authority (a prediction of how well a website performs in search engine rankings) and mobile speed.
- The one criterion on which these sites showed some promise was service and communication, since most HCP product websites provide some form of value-added support for HCPs and branded support programs for patients.
Takeaway: The scorecard reveals gaps in pharma industry website strategy that might render the experience below average for the user, and so require urgent attention from pharma marketers.