Brands’ healthcare professional (HCP) websites are an important source of branded content, with significant resources invested in making them appealing and relevant for HCPs.
Despite these efforts, HCPs, on average, engage only for 34 seconds on these websites*.
This presents a problem for pharma companies who have invested time and money into creating these websites, as they are not effectively engaging HCPs.
In this article, we will explore opportunities for HCP engagement increase and share our findings from analyzing pharma's branded websites for HCPs (like brandhcp.com) of the top 50 pharma products based on 2028 consensus forecast.
Our hypothesis was that enriching brands’ HCP websites with video content can increase average engagement time of HCPs.
Why video? Well, a part of the obvious reason is that video consumption is growing enormously (249% in 5 years, source: Wistia). However, there are three more key factors that make video particularly effective for healthcare professionals:
70% of HCPs are digital natives. They expect information to be delivered through personalized, frictionless experiences regardless of where they are.
1 in 2 HCPs say the videos they watch influence their clinical decision-making
Video drives 8X higher retention (not 8%) when compared to reading text. This means that HCPs are more likely to remember information that is presented to them through video, which can further increase prescriptions.
In our recent study, we analyzed the HCP websites of the top 50 pharmaceutical products based on their projected revenues for 2028. Using tools like ScreamingFrog and SimilarWeb, we compared the number of videos, pages with videos, and engagement time on each brand's HCP website.
Our research has shown that there is a clear correlation between the number of video-based pages on a brand’s HCP website and the average engagement time.
Incorporating more video-based content can significantly improve engagement on pharma’s HCP websites
HCP websites without any videos or video-enriched pages receive an average of 34 seconds of engagement (this is the control group), and those with 1-4 video-enriched pages see an average of 66 seconds or a 196% increase. The greatest increase is seen on HCP websites with 11 or more video-enriched pages, with an average engagement time of 75 seconds, or a 221% increase compared to the control group.
Number of video-enriched pages on brandhcp.com websites | Average engagement time, sec | Increase compared to the control group, % |
|---|---|---|
0 | 34.0 sec | 0% |
1-4 | 66.73 sec | ⬆196% |
11+ | 75.17 sec | ⬆221% |
Conclusion
These results suggest that incorporating more video-based content can significantly improve engagement on pharma’s HCP websites.
The conclusion is clear: if you want to double your HCP engagement time, add videos to your brandhcp.com website.
*Our analysis is based on 50 brandHCP websites of the brands expected to have highest revenues in 2028, based on consensus forecasts. The number of videos was calculated automatically using the popular video player signatures and engagement time was taken from SimilarWeb.
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