Optimizing HCP Online Content Delivery in Pharmaceuticals

This case study examines the challenges faced by a leading drug manufacturer in the Infectious Diseases sector regarding the optimization of online content delivery to healthcare professionals (HCPs). It identifies the disconnect between HCPs' self-reported preferences and their actual online behavior, revealing that HCPs preferred non-pharmaceutical websites for specific information but engaged with pharmaceutical sites for brand-related tasks. The study employed a dual methodology combining the PERxCEPT omnichannel tracking solution with a quantitative market research survey to analyze HCP browsing behavior and preferences. It details the research findings that indicate HCPs access disease-specific information differently and highlights their preferences for online engagement. Additionally, the study benchmarks the manufacturer's website against competitors, suggesting the need for visual and navigational improvements to enhance user experience. Key recommendations include emphasizing clear dosing and safety information to better meet HCP needs and drive engagement with the manufacturer’s online content.