In our previous article, we showed the performance of the top 50 branded websites for healthcare professionals (HCP) in terms of average engagement time as well as the impact of video content on the total engagement time.
Our conclusion was that adding video content to pharma HCP websites increases engagement by 221%.
With that said, we decided to go a step further and understand whether brand HCP websites are designed for results. By results we mean three things: engagement, conversion (new Rx, high-value actions), and personalization.
Missed Opportunity #1: Engagement (Using Video Content)
As we learned from the analysis, the average engagement time on pharma HCP websites without videos is 34 seconds. Simply adding videos to your website can increase engagement time by 221%.
Knowing that we would expect all pharma HCP websites to have videos.
However, only 29 out of 50 websites have videos.
42% of the website could easily improve their engagement time by adding videos.
Missed Opportunity #2: Conversion to High-Value Actions
Why conversion?
By conversion, we mean clear CTAs (call-to-actions) that are placed in a way that is logical, helpful, and unobtrusive.
When done correctly, these CTAs drive valuable actions such as finding a rep, ordering a product, and subscribing for updates. All of these actions are valuable for HCPs and lead to new prescriptions and higher engagement. A true win-win for both HCPs and pharma.
Lack of conversion features on the other side can result in lost opportunities for new prescriptions.
Our hypothesis was that the majority of websites would have Clear Conversion Elements.
However, only 58.6% have Clear Conversion Elements.
This means 41.4% can improve their conversion rate by adding clear CTAs to all pages with content.
Missed Opportunity #3: Personalization
Why personalization?
Netflix and Amazon Prime and Spotify have trained us all to expect personalization….and same applies to your HCPs.
Surprisingly, our research has shown that none of the analyzed websites had personalization!
This looks like there is a great opportunity to outrank competitors in an exceptional HCP experience and personalization.
Conclusion
Among the top 50 brands, there are 33 that can improve brandhcp experience so that it drives more engagement, conversion, and personalization (and ultimately more prescriptions).
Firstly, adding videos to their websites can increase engagement time.
Secondly, optimizing every page with content for conversion so that every page leads patients to the Next High-Value Action (NHVA).
And finally, starting to think like Netflix can lead to an exceptional user experience.
Next Steps For You
3-STEP FREE GUIDE
How to Engage HCPs Using Neflix-Like Content Hubs
3-Step Guide to Engaging HCPs Using Netflix-Like Content Hubs
*Our analysis is based on 50 brandhcp.com websites for healthcare professionals of the brands that are expected to have the highest revenues in 2028, based on consensus forecasts. For each website, we randomly selected ten video-enriched pages. We reviewed and analyzed these pages manually to check if they contained CTA elements and video personalization.
