As a media buying agency rooted in precision and efficacy, we understand the role a well-crafted landing page destination plays in the success of pharmaceutical companies’ disease awareness, product promotional or congress campaigns. A captivating landing page is the final step on the digital journey, acting as the cornerstone for disseminating critical information, fostering engagement, and driving action.
Informative Content: The crux of any successful page lies in the takeaway. Does your landing page have one clear message? Or is composed of a varied mix of messages with an unclear ‘bottom line’. Your message should prioritise clarity above all else, ensuring that it’s easily understood. Secondly, it should be concise, delivering the necessary information succinctly. Finally, be explicit about the desired action of your message, even if the message is to simply foster awareness.
The content of the landing page will vary due to the desired action of the message. For example, if you are promoting a disease awareness campaign, the action will be to inform the subject of specific clinical endpoints and biomarkers; if you are developing a gated HCP-only ‘Product Promotional’ page the onus will be to enlighten HCPs about a new product and compare the efficacy to that of pre-existing therapies. For congress promotion the message might be to introduce topics of the symposia in a pre-Congress landing page. This leads me onto my next point.
Every piece of content should culminate in a clear and compelling CTA, guiding visitors towards the desired action. Whether it’s scheduling a consultation, signing up for a newsletter, or accessing downloadable resources, the CTA should be strategically placed and irresistibly enticing, playing on the wants and needs of the HCP. The CTA is what prompts the journey, an initial CTA on the display banner, leading to a secondary CTA on the landing page. Use concise text to ensure that these actions are taken, and employ a harmonious colour palette, so that the CTA is hard to miss on both banner and landing page.
The journey doesn’t end once the landing page goes live; rather, it marks the beginning of an iterative process fuelled by data-driven insights. Integrating robust analytics tools allows you to track key metrics, identify pain points, and seize opportunities for enhancement. From bounce rates and conversion rates to user engagement metrics, let data illuminate the path towards continuous improvement. For example, the learnings taken from the pre-Congress page might inform your improvements of the post-Congress landing page. A below 50% scroll depth might mean that your ‘hero’ content should appear at the top of the page.
An additional ‘nice-to-have’ element of a landing page destination is interactive features, transform your passive browsing page into a tool for active engagement with surveys, quizzes, chatbots or further content cards. Not only do these interactive elements engage physicians at a greater rate, but they also allow for all sorts of additional metrics to be measured. A survey on an unbranded landing page could measure the quantity of physicians who are aware of patient’s unmet needs. A quiz around efficacy on a gated branded landing page could serve as a measure of the perception of a specific therapy in the mind of HCPs.
Hosted Content is an additional consideration for those who would either like to display different content to that of their landing page, experiment with new formats or do not have sufficient budget to develop a fully-fledged landing page. Hosted Content on one of our trusted supplier networks goes ‘beyond the banner.’ What I mean by this is that the banner is a snapshot of the content, and the hosted content is a long-form extension of this snapshot. By utilising a Hosted Content portal to link through to your landing page or even act as the ‘final destination’ in the HCP journey, you are qualifying your leads and ensuring that the most engaged visitors take action. This bite-sized hosted content serves both an awareness and consideration function, while also ensuring that you are engaging with qualified HCP leads. As this content is often served ‘natively’ embedded within trusted publisher sites, such as the BMJ, Oxford University Press and more.
In the dynamic landscape of pharmaceutical marketing, the stakes are high, and the competition fierce. Crafting the perfect paid media destination isn’t just about aesthetics; it’s about weaving a narrative that resonates, fostering connections that endure, and driving actions that matter. By prioritising informative content, seamless user experience, and data-driven optimisation, you can elevate your chosen campaign to unprecedented heights.
Get in touch with our Health experts, who can advise you on tailored approaches that drive engagement and enhance the customer journey.