There is another reason why titles like “Pharma is behind on the web” and “Pharma doesn’t get e-health” are getting outdated. According to the Bowen Craggs Index published in the Financial Times the websites of Roche and Novartis are in the top 10 most effective portals among corporate sites. Other pharma companies were also included – AstraZeneca took the 13th and Sanofi the 17th place on the list.
One can read numerous articles about how pharma is the slowest industry to adapt to digital and online solutions and still, some companies like Roche and Novartis managed to be relevant and secure better positions than robust corporations like Nestle, Microsoft and Coca-Cola. This means that other pharma companies cannot use the industry’s bad example anymore for their own lack of online initiatives.
In its study Bowen Craggs & Co points out several issues that pharma companies with less effective web presence have in common. Most of the time portals operated in the United States are supposed to work as the corporation’s global site but it lacks information about worldwide initiatives and activities. Another issue is that pharma companies are trying to put together their websites as an iPad app, but these sites only look like apps, they don’t operate like ones. If the functionality of the application setup is missing, there is no point in turning our portals into applications.
There is another issue concerning mobile trends – out of 81 companies analyzed in the study only 25 of them had separate mobile versions. Among the numerous pharma companies only four of them, namely Bayer, Boehringer, Pfizer and Shire have websites accessible on mobile devices without a problem.
While I don’t necessarily think that one single index number can describe a company’s online efforts, but it is certainly helpful in creating an environment a little more competitive. This way pharma companies can see how well others are doing and realize – an industry is not behind in general. There are teams and organizations within the industry that are up-to-date, using cutting-edge solutions and have no problem adapting to new and creative online solutions to be more effective.