Digital Rules for a Healthy Brand
1. Show, Don't Tell A demonstration, picture, or video always beats words on a page. Make your content scannable (easy to read quickly) and memorable.
http://KnowMenopause.com/ uses videos of both patients and healthcare professionals to deliver content, instead of using countless pages of text.
2. Build an Integrated Approach Do your Web site, e-newsletter, banners, AdWords, widgets, blog, emails (and so on) all work together to drive action? You've
got to do all this before even considering TV, radio, and print. Pharma can learn a lot from the marketing of alli, an over-the-counter
product from GSK. The OTC version of weight loss pill Xenical, alli launched with a large media campaign that included several
unique consumer programs such as a comprehensive starter kit with each bottle (which included a well-designed pill case) and
a highly customizable Web site at
http://myalli.com/. What made the program stand out, however, was the alli cookbook, with special recipes to help users avoid foods likely to
cause undesirable side effects. In-store efforts pulled all this together with excellent product placement strategies.
3. Deploy Rapid Segmentation With Digital Technologies There's no excuse for sending the same thing to everyone, or for providing the same information to everyone. Find out what
each Web site visitor needs and provide it.
http://PurplePill.com/, the Nexium-branded site, does this with its navigation. Visitors can indicate whether they are curious about symptoms, are
suffering from symptoms, are ready to talk to a doctor, or are a current Nexium patient. Depending on what they select, they
have immediate access to content tailored to their needs.
4. Create Value for Everyone, Not Just Your Brand No one trusts Big Pharma anymore, right? So create something that helps the patient, and they'll help you. A number of brands
have used an unbranded site to educate patients and help them find the information they need. Roche did it well with
http://fluFACTS.com/, a site that offers good, basic information about the flu and useful tools like a flu tracker—all without pushing the company's
flu product, Tamiflu. This approach has undoubtedly driven traffic and awareness of Tamiflu.
5. Structured, But Flexible Give users the ability to make your stuff their own—be it through customized homepages, content they can borrow, or a section
of your site that they own and manage. Once they've invested time and energy there, they'll be more likely to return to your
site. This rule hasn't been fully embraced by any pharma companies, but brands throughout the healthcare industry have effectively
leveraged it for years. Consider an online program to support Glucerna and FreeStyle from Abbott Nutrition, Diabetes Control
for Life (
http://diabetescontrolforlife.com/). All features of the site are completely individualized, allowing users to select the tools most useful to them, customize
meal plans and activities, and determine which news articles appear on their personalized site.
6. Clinical Doesn't Mean Colorless Research shows that consumers find visually appealing sites more credible than their plain counterparts. Did you make your
site look like an exam room? (Incidentally, in the same study, healthcare professionals had the exact opposite reaction, preferring
more plain-looking sites.)
7. Something Old, Something New Because imitation is the sincerest form of flattery, flatter. Learn from what's worked, and what hasn't. Don't stop at looking
within your company or even within pharma at large. Apply lessons from other companies and industries. From this, create something
that's never been done before. Don't shy away just because it hasn't been tried before. If it's effective, go with it.
8. Simple, Cost Effective, and Scalable Because you need to impact a lot of people to meet your goals doesn't mean that spending more money is the answer. Find out
what your patients want and deliver it. Create programs you can build over time in planned phases. As you get positive results
and more funding, build on your successes and cut your losses. Resist the temptation to create more one-off campaigns that
don't have a long life span.
9. Don't Let Legal Run Your Program Yes, pharma and healthcare have their own unique set of regulatory hurdles, but this doesn't mean you have to ignore all
of the new channels available to you. If the latest tools (e.g., Facebook, MySpace, widgets, etc.) aren't allowed, find smart
people who can figure out how to take what patients love about those tools and distill it into something you and your legal
team can agree on. Reckitt Benckiser is one of the few companies willing to reject the idea that MySpace and sites like it
aren't a place for pharma. You can visit their MySpace page and become friends with "addiction411." This page links to the
http://TurnToHelp.com/ site. The effective use of MySpace to help educate adolescents (one of the site's key demographics) about the risks of and
treatments for prescription painkiller addiction shows that just about any digital channel can be brought into regulatory
10. The Patient Is the Boss With infinite choices online, you have only seconds to show why you are genuinely different before your audience moves on
to the next search result. If you obey all of the above principles but ignore this one, you might as well give up now.
Now that you know the rules, be sure to consider them before designing your next digital program or look for ways to enhance
your existing programs. Tack them to your wall and look for ways to enforce the rules every day.
Jonathan Richman is director of business development for Bridge Worldwide. He can be reached at firstname.lastname@example.org