Tools, Tips & Tricks for Building Compelling Brand Websites


Superior brand websites deliver key patient support using the wide array of tools afforded by the Internet, such as online tools, medical and insurance glossaries, treatment kits, hotlines, signature support incentives, and access to experts. Biopharmaceutical brand websites certainly fulfill a pivotal role in educating patients about their medical conditions and preparing them for critical healthcare decisions.

While patient product websites might not be the most exciting concept, there are various ways to make the sites more interactive and attractive to patients. From a recent Best Practices benchmark study we have gathered 3 useful tips that will help to make your product website successful.

Tip 1:  Use video tutorials. Employ an “in-house physician” who appears throughout the site in well-embedded video tutorials that simulate an office visit. These videos bring important disease information to virtual life, and, coupled with written information, engage visual and audio learners. The physician can also respond directly to FAQ’s on a patient question & answer page.

Tip 2: Include user-friendly glossaries of medical terms. Most patients need help in understanding the new medical terms and concepts associated with their disease.  Intuitive glossaries allow patients to “get to the bottom” of their condition and make informed treatment decisions.

Tip 3: Patient testimonials inspire confidence in treatment. Since many patients considering new treatment have only just been diagnosed or have had an unsatisfactory experience with another product, a healthy or pain-free future may seem difficult to imagine.  The shared experiences of successfully treated patients can foster enthusiasm for and optimism in a new treatment path.

There are many ways to encourage patient compliance through the use of brand-specific websites. Organizations should recognize that each product is unique and features on websites will vary based on the product itself.  Using the proper features to inform and educate patients about their medical conditions can ultimately help to effectively prepare them for critical healthcare decisions.

For more tips & benchmarks from Best Practices, LLC’s primary research study, “Using Brand Website Services to Grow Loyal Customers,” visit our SlideShare presentation! 

One Response to Tools, Tips & Tricks for Building Compelling Brand Websites

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