This is a time where pharmaceutical companies should pay attention to their presence on search engines through an effective SEO strategy.”This research come to life following the Iab4Pharma, which was the first digital event specific for the pharmaceutical target, and the release of the new legislation of July 1st, 2015, which authorizes online commerce of medicines without prescription in Italy.
If until recently the website was simply another means of communication, today it increasingly becomes a real sales channel as well as a strong brand awareness vehicle.
Before choosing a product, especially if it is a medicine, users search for information on the web to find out possible alternatives (other brands or generic medicines), but also side effects, other consumer reviews, or simply symptoms of their condition.
Properly managing SERPs is now an indispensable factor, also because sector regulation is very strict in terms of other communication means.
Our analysis has shown that the portals of major pharmaceutical companies are not ready to take advantage of this great potential. In fact, they show a number of critical issues both in terms of site structure and in terms of quality and quantity of content they offer, which prevent them from gaining the right visibility. Not even the websites of the most well-known pharmaceutical companies reach the top positions in Google’s search results for keywords that are relevant to the most strategic semantic areas, which refer to the types of medicines taken into consideration.” tells Francesca Dalla Pozza, Digital Marketing Manager at Pro Web Consulting, interviewed by AboutPharma.