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.
Doctor, patient, insurance company
Pharmaceutical companies are characterised by huge R&D investments and a broad range of audiences and stakeholders they have to deal with. Not only are they doctors, patients and insurance companies but also universities, governmental institutions, hospitals and retailers. A complex network of target audiences in an online global environment where every second counts! Acting in this multinational environment in which you need to deal with all sorts of local healthcare regulations creates an extreme demand for central product control and maximum local flexibility to meet local requirements, demand and regulations.
When every second counts
The development of new medicines can take years yet responding to healthcare-related emergencies can be vital to survive in the pharmaceutical world. The ability to react both flexibly and speedily to local or global emergencies needs to be supported with the right tools. 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 research across the world. Communication between those entities is electronic almost by default. Sharing secure content between them is crucial for protecting intellectual property prior to such knowledge being protected by a patent. Secure extranets and secure content are basic preconditions for pharmaceutical companies. Being able to solidly rely on electronic communication channels in the R&D process is key.
Online marketing
Consumers are getting more and more verbal about their needs and wishes when related to medicines and healthcare in general. Online medical encyclopaedias and online diagnostics are becoming important sources of information and knowledge. Pharmaceutical companies need to find their place in this new arena. Their own Web site obviously should address the information needs of their key stakeholders. Additionally they need to disclose the right level of information for all kinds of sites on medical topics and establish a huge network of links to associated Web sites. As well as ensuring that search engines, news groups and blogs deal with topics related to their products as they should. The above issues make the online challenge for pharmaceutical online marketers crystal clear.
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.