Optimizing Global Brand Website Launches

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

Study Snapshot

Data reflect the global product website optimization strategies used by 11 major pharmaceutical companies.

• Dedicate Adequate Resources: Companies reported internal struggles for adequate funding to maintain and promote their global product website. 
  

• 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