Often criticised for not properly adopting new web technologies, pharma proves it knows a thing or two about the corporate website.
Six pharma companies have made it into the list of top 20 businesses in this year’s Financial Times Bowen Craggs Index of web effectiveness.
The report, which rates websites "that are well built, well integrated with other channels (eg YouTube or social media), present the companies messages most impressively, and serve a range of stakeholders well", is a positive result for pharma – with Roche topping the table at number five.
Joining the pharma giant in the top 5 are electronics firm Siemens, and oil giants Eni, BP and Shell. The report, which claims to be "the only comprehensive source of comparable data on companies’ corporate digital presence", collates data across the full spectrum of industries and measures each company based on a number of predetermined criteria.
For those of us who have previously criticised the Pharmaceutical Industry for its slow uptake of online platforms (myself included), this morning’s news that Pharma is a web leader in the corporate website space comes as something of a shock if not an unexpected victory for the industry, which faces continuing uncertainly and criticism in an ever-changing business landscape.
An introduction on Bowen Craggs’ website demonstrates how transparency and communication are key deciding factors in the process:
“Last month Goldman Sachs used the home page of its corporate website to answer an attack by one of its managers in the New York Times. This month Total has been posting updates about its gas leak in the North Sea. Surveys show journalists say company websites are critically important sources of information. And those customers are increasingly using them to check out the ethics of companies they are buying from. The corporate website is the core of an online presence, and in many ways the most important communication channel a company owns.”
It is worth noting that the report, which is the culmination of four months of research, 1000 man hours and more than 800,000 words of analysis, focuses on company websites only and not the off-site use of social media platforms. We asked Erik Hawkinson, Head of Global Digital Marketing at Roche about the report, who provided the following statement:
“Roche has worked very hard to integrate social media and digital activities into our global online programs. This is a wonderful sentiment to all who have put in efforts across the world, our products and those involved in overall web presence to see their efforts have been recognised.”
The report demonstrates that despite a general fear of being left behind, the industry stands up well to other business sectors, however while this is good news for Roche et al, it also raises the bar for those who didn’t make the grade...
Read our special report on Social Media for more information on web effectiveness and online platforms. If you found this article interesting you may also want to check out our SFE USA conference which further addresses this issues and many more.
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