APCO slams drug companies 'poor' website comms

UK pharma companies' websites have been slammed as 'weak' in a research document produced by APCO UK's online division.

The survey - which compared the websites of the 46 largest pharma companies based in the UK - concluded that 'few companies have websites that provide basic information and articulate key messages on essential issues'.

The survey found that nearly half of UK-based pharma firms did not have press releases available on their website and an amazing 75 per cent did not have press or media contact details available.

In addition, 60 per cent of the sites surveyed were deemed 'difficult to navigate' and lacked a 'search' facility. Only four of the firms responded to an e-mail from a journalist within 24 hours.

APCO online senior associate Graham Kendall singled out GlaxoSmithKline for praise in the survey.

Its site is user-friendly and 'specifically addresses stakeholders', according to researchers - but APCO said 'no company performs consistently well across the board'.

Kendall said: 'Pharma companies spend a fortune on positioning themselves and their products, but almost all neglect their web presence.'

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