Alternative Media: Websites that Click

Many companies get caught up in discussions with their agencies about rich media, paid search, and scalable databases. Yet most pharma companies still haven't mastered one important fundamental—developing a site that speaks to their audience and gives users the information they seek.

This article discusses some basic tactics that will help companies develop more relevant sites. It examines the issues of fair balance, content, information architecture, usability, and design. These elements, when executed properly, draw consumers into a site and keep them there.

Sandra Holtzman

Balancing Act The most successful websites will benefit both end users and sponsoring companies. Yet most of industry's websites are tipped in favor of the company. It's easy to see why that happens: website project leaders are more often concerned with what management wants than what end users need. That often results in websites in which the company talks only to itself—losing valuable audience members in the process.

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