CREATING PERFECT LANDING PAGE

FOR HCPs ENGAGEMENT 2019

According to one of the reports from McKinsey & Company: ‘81% of physicians are dissatisfied with their interactions with biopharmaceutical companies, and more than 40% no longer perceive a “need” for medical support from pharma’.

Effective multichannel marketing strategy can boost growth by more than 10% so that companies can build strong, long-lasting and stable engagement with their target audience.

To get high results from your marketing strategies it means go multichannel in 2019 and 2020.

This is how it looks like: you create different types of content based on the already existing and approved templates. And push them via different available channels such as approved emails, landing pages, follow-ups, remote calls, interactive presentations, surveys — everything for successful and effective product promotion.

Creating landing pages is one of the key elements of a comprehensive marketing strategy in pharma and life sciences.

In short, a landing page is an online webpage that encourages to complete a short form by filling in contact information (phone number, e-mail address, etc.). These fields can also contain other information (e.g. degree of need in a some medical devices, or other stuff). Usually, these pages include some kind info — access to a white paper/PDF, report, webinar recording, presentation — in exchange for providing your contact information.

WHY IS MY LANDING PAGE NOT CONVERTING?

If you have ever launched a landing page, you may already know that sometimes they fail to convert. If you can’t anticipate your website visitors’ desires, needs, or expectations, conversion rates will suffer. Among the main mistakes are the following:

• Unintuitive design
• Poor headlines
• Disconnections between ads and landing page
• Unrecognizable CTAs
• Distractions from the landing page’s primary purpose

Some stats to think about

According to Adobe, only half (50%) of all landing pages are mobile-optimized.

Marketing Experiments say that 48% of landing pages contain more than one offer.

According to Kevin Mcspaddenas, the average human attention span decreased from 10 seconds in 2000 to 8 seconds in 2015.

46% of people say waiting for pages to load is what they dislike most on mobile.

Sites that load in five seconds (compared to those that load in 19) see 70% longer average sessions

So, what content should pharma provide?

Pharma can engage HCPs by providing valuable content via different channels. What content it can be? Approved data, reports and insights, educational information, outcomes from workshops, clinical papers etc.

If talking about some successful lifehacks from creating effective landing pages and micro websites, here are some:

Amount: never overload the page with lots of content

Writing style: make your landing customer-centric so that it speaks directly to your visitors (without buzzwords “innovative,” “unparalleled”, etc.)

Formatting: use various formatting techniques (bullet points, numerals, lists, ) to highlight the most valuable info.

Visuals: they shouldn’t just look pretty. Their main aim is to be attention-grabbing, relevant, and assist in the conversion process.

Video: videos on landing pages are even more effective than images. (Eye View Digital shows that adding videos on landing pages increases conversion up to 86%.)

Lead forms: require essential information only, not overloading the form and making people fill plenty of fields.

CTAs: strong call-to-action should stand out above all the rest. Consider position, color, size, and message.

Trust indicators: choose what proof you can add to get higher HCPS engagement (statistical data, trust badges, testimonials).

SEO: it is not always reasonable to put lots of effort on SEO optimization, especially if talking about seasonal landing pages (short-term events or registration pages).

Mobile optimization and adaptation: 70% of sessions are made from smartphones. Just be sure your landing page is tested on different devices before the launch.

Contact and additional info: visitors have to easily find contact information, answers to frequently asked questions, and tutorials if needed.

Chatbots: according to Oracle, 80% of brands plan to use chatbot until 2020, so most of customer interactions will be through a chatbot. What's the benefit? Live communication, higher engagement.

Do you plan to launch a landing page for engaging with healthcare professionals, or decide to go multi/omnichannel? Get more insights and best practices at http://bit.ly/2FxHcTJ