Do you have a presence on the Internet? More importantly, can you afford not to?
Like no other medium before it, the Internet has the ability to truly engage the user, and to help the user reach new heights of understanding that are not possible with a brochure or a television advertisement.
Smart marketers recognize this fact, and know that the World Wide Web is the ultimate platform for involving audiences directly with a brand, a product or a corporate service.
Because it allows two-way dialogue between a consumer and a corporation, the Internet can facilitate relationship marketing and brand-image building at its best. It is an extraordinarily powerful marketing tool, with the ability to convey information that is customized, immediate, and current.
Equally important, the Internet democratizes information - anyone can be a publisher as well as a subscriber.
Because the Internet is particularly useful for subjects that are personal, sensitive, and information-rich, healthcare is one of the fastest-growing online topic areas.
Having a site on the World Wide Web can work for you on several levels:
1. It puts you in the game. Be assured that your competitors will be there.
2. It increases your visibility.
3. It helps you communicate your messages to your constituencies.
4. It allows you to interact with your constituencies and learn from them.
5. It helps your constituencies make informed healthcare decisions and learn more about your organization and messages.
That said, being "Internet smart' means more than just jumping on the Web site bandwagon. Here are 10 things to keep in mind before you launch into cyberspace:
1.Think about whether your target audiences are using the Internet. If they aren't, you must think of ways to get them to use it. Don't be afraid to try creative approaches, such as setting up computer kiosks at health centers or even shopping malls, or sponsoring Inter-net training programs.
Give people a way to use your site, then give them a reason to use it, and they will appreciate you for helping them.
2. Remember that the Internet provides you with a variety of audiences, and that all of these audiences must be addressed. Consumers are major Internet users, but so are physicians, trade associations, constituency groups, and government agencies.
Offer useful components for all of your potential audiences, and you have one of the most cost-effective marketing tools available.
3. Before you launch your site, audit the sites of your competition and related organizations. If your competition is pushing the envelope, you should look for an even more creative approach.
4. Don't make your site too fancy. A few bells and whistles are fine, but not so many that a person with a relatively low-tech computer feels frustrated by graphics that take an hour to download.
5. A favorite saying in the Internet industry is, "If we build it, will they come?" If a Web site is not promoted properly, the answer is a very dfinite "No."
A Web site cannot succeed without an ongoing aggressive marketing and promotion campaign behind it, including the use of traditional public relations tools. And the best Web site is one that is a well-integrated part of a comprehensive strategic communications program.
6. Once you create your site, maintaining it is vital. Make it useful. Keep it updated, interactive, and easy to use.
The ideal Web site is one that people constantly go to for the best, newest information.
7. What can healthcare organizations say on the Internet? While the FDA has not issued a formal policy statement on healthcare Web sites, it is holding a meeting this week on the issue (I'll update you on the results in my next column). At this juncture, we advise our clients to follow the same practices they employ in other marketing and communications vehicles, including fair balance, disclosure of product information, and avoiding promotion of off-label product usage.
8. Think of everything you want to gain from your Web site, and plan for it. For instance, your site can be designed so that you can monitor visits.
This tells you who your audience is, and gives you the heads-up when your competition comes calling.
9. Remember that the Internet is global. Drugs have different names in different countries, may have different indications, and may be regulated differently. Rather than taking the paternalistic approach and blocking certain information from certain audiences, some companies use a disclaimer.
10. Why should you use a full-service communications firm to launch and maintain your Web site instead of one of the myriad "Web site developers" that have cropped up?
Web site development companies are great for the graphics portion of a site. But your site must be looked at from a broader strategic perspective.
You also can benefit from strategic partners to help you sort through the mass of Internet-related services and products that are constantly being developed, in order to select the services most likely to help you meet your goals.
Nancy Turett is managing director of Edelman Healthcare Worldwide, based in New York (212/768-0550).
Contributing to this month's column were JeanAnn Morgan, Tom Rovine, and Alex Brownstein, who specialize in developing Internet components for comprehensive campaigns at Edelman Healthcare Worldwide.