Pharmaceutical: your remedy for online marketing
Healthcare is a multinational, global business. With the increasing mobility of the world's populations, diseases are now international and the corresponding investment in medical research, manufacturing and marketing of prescription pharmaceuticals is made on a worldwide scale.
Description
Doctor, patient, insurance company
Pharmaceutical companies make huge R&D investments and need to address a broad range of audiences and stakeholders such as doctors, patients, insurance companies, universities, governmental institutions, hospitals and retailers.
These stakeholders represent a complex online communication network which also must often be mindful of global concerns. To act in this multinational environment, the pharmaceutical industry needs to deal with all sorts of local healthcare regulations. This context creates extreme demand for central product control and maximum local flexibility to meet local requirements.
When every second counts
It can take years to develop new pharmaceutical products, and yet the onus is on pharmaceutical companies to respond quickly to health-related emergencies. These types of organizations need the right tools to react both flexibly and quickly to local or global emergencies. One of the most important tools is the online channel.
Confidential R&D
Developing a new drug is not a stand alone exercise. In almost all cases, the pharmaceutical industry and academia collaborate in this research internationally. Electronic communication between those entities is vital and the security of this content is crucial when protecting intellectual property. Secure extranets and secure content are basic preconditions for pharmaceutical companies.
Online marketing
Consumers are increasingly active in expressing their needs and concerns regarding medicine and healthcare. Online medical encyclopedias and diagnostics are becoming important sources of information. Pharmaceutical companies need to find their place in this new arena. Their own Web site needs to address their key stakeholders' information needs.
They must also disclose the right level of information for different types of sites on medical topics and establish a network of links to associated Web sites. They must ensure that search engines, news groups and blogs deal with topics related to their products appropriately. These types of issues make the online challenge for pharmaceutical a substantial challenge.
Benefits
Targeted audience marketing
Pharmaceutical companies need a WCM that supports target audience marketing. SDL Tridion supports such needs with a range of products and services:
Brand consistency
The pharmaceutical industry is characterized by a high degree of consolidation, leaving enterprises to manage a wide variety of brands. Some of our customers need to manage dozens of brands in a global environment. Only SDL Tridion Web Content Management can really make this happen in a cost-effective, reliable and rapid manner. Our BluePrinting technology is key in making this work for you.
New site in hours
The global 24 hour economy asks for responsiveness and flexibility on both a central and local scale. The ability to deploy new sites overnight using BluePrinting™ technology has been SDL Tridion’s strength for many years.
Responding quickly to new opportunities in local markets increasingly determines your success. With SDL Tridion's Web Content Management, you can roll out a new Web site or marketing campaign micro site in hours instead of days or weeks. The user-friendly interfaces, and the separation and reuse of content, layout and coding all allow you to do this with minimal IT involvement.
The business user is empowered to execute their own online marketing objectives. The cost saving benefit is obvious, but being in the market much faster than before really makes the difference.
Compliance and archiving
The information that pharmaceutical companies distribute needs to meet specific regulatory requirements. As a result, they also need to archive Web site content in order to reproduce content as it appeared online at a specific time. Archive Manager helps companies meet these requirements.
Another element that has become increasingly important (especially for firms active in healthcare) is accessibility. Making your Web sites accessible for the disabled is often a prerequisite. SDL Tridion has received awards in the UK and the European continent for its accessibility capabilities.