Put your online content everywhere consumers go for health info

Put your online content everywhere consumers go for health info

When creating online content, pharma's goal should not be to get consumers to their Web site, but to get them to interact with the information, Melanie W. Kittrell, PhD, Merck's executive director of e-business strategies and solutions, said Wednesday during the HMC Council's May Industry Forum in Philadelphia. She said pharmas should create content and put it everywhere consumers go for information. For example, if an online tool is working well on one of your Web sites, put that tool on other sites as well, said Dorothy Gemmell, senior vice president at WebMD. Kittrell said it's important to spread the information wherever consumers search, not just on "brand.com."