Time constraints are limiting the amount of time that physicians spend to search for information as well as the amount of time that pharmaceutical companies have to access physicians. As a result, the importance of pharmaceutical websites targeting physicians is growing. This tool looks at the success factors for the physician targeted websites of the top 20 pharmaceutical companies.

Pharmaceutical companies could benefit from comparative data to show the value of their physician-facing websites versus competitors in the same market. For additional value to sites, companies should focus on including tools to help physicians contact their peers and obtain expert opinion, which will also attract physicians to revisit the site in the future. Allowing physicians to bookmark a page, sign up for site updates or store articles will also encourage them to revisit.

This tool provides the following information:

• Assess and compare the value of the top 20 pharmaceutical companies' Web presence across a number of criteria
• Compare the websites of products in the same class to see what gives the leaders a competitive edge
• Identify which tools are needed to encourage physicians to revisit a website and to drive new users to the site
• Coverage of pharmaceutical websites provided for physicians in the US by the top 20 pharmaceutical companies
• Websites include all disease, product and lifestyle sites provided by these companies, and are scored according to their value to physicians
• Sites are scored based on their content, ability to connect physicians with peers and experts, and marketing to drive new physicians to the site
• Allows clients to filter results, compare companies and compare specific sites to those with the same attributes

Scope and coverage

• Product websites provided by the top 20 pharmaceutical companies to physicians in the US have in-depth information relating to the condition and the medication. Full prescribing information is common; however, website providers could benefit from comparative data to show the value of their sites versus competitors in the same market.
• Disease websites include in-depth information pertaining to the condition and related lifestyle factors. To add additional value, pharmaceutical companies should focus on including tools to help physicians contact their peers and obtain expert opinion, which will also attract physicians to revisit the site in the future.
• Marketing tools can be the critical features in ensuring that physicians revisit sites and in driving new users to the site as well. Allowing physicians to bookmark a page, sign up for site updates or store articles will encourage them to revisit, while providing a function to email colleagues will help drive new physicians to the site.