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Oncology is an interesting area in digital and I’ve been watching it professionally now for some time. It seems that the difference between the winners and losers is whether you’re pitching a product or not. I’ve been seeing GSKs digital oncology strategy develop for a while and, increasingly, they look a lot like winners. Their recent concentration of all their product sites in to regional hubs will probably pay out some big savings. Their strategy is laser focused on cutting the product site fat and they’re closing the circle by creating a really attractive franchise offering. Couple of points I would have done differently, but otherwise the new site is an excellent step in the right direction.
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GSK ONCOLOGY What Nitro thinks of
OVERVIEW
GSK Oncology is a very attractive site.
The site is a big step forward for pharma on the web.
There are good aspects in terms of design,
SEO, CRO, content and value offering.
There are also some interesting learning points.
This is a clearly divided report that aims to give
a balanced view of the site.
GOOD THINGS
Disclaimer
Almost no disclaimer is present on the site.
The disclaimer appears as one line at the top of the page.
GSK.com link is present but not really immediately visible as link
This is likely to reduce the bounce ratio
Functionality The site has a Solid value offering for HCPs
Features include:
Care planner Coming soon
The site is clearly designed. Menus are laid out clearly. The user immediately understands where value is offered.
Clear design
Search Engine Optimisation
GSK have clearly received SEO advice and consultancy on this site.
All the normal features are present.
Clear internal linking is present and 100% of all internal links are followed.
Header tags are present and relevant to the
subject matter.
93.3% of all images have alt tags and can be indexed by Google image search.
Avoiding common design mistakes
No immediately SEO unfriendly design decisions have been made.
The site uses no flash.
And no frames. So most content is
spiderable and search engine friendly.
THINGS THAT COULD IMPROVE
The site has very little content.
The value offering, in terns of literature could be more developed.
The “Contemporary issues page” is mainly
reprints of pre-2009 articles.
Content
The site has very little multimedia.
Video is limited to one talking heads video explaining GSK’s Commitment to Cancer and how they break
new ground in research.
The video is not embedded on the pages where it is referenced.
The user is taken away from the section which they
are reading to view the video.
Media
Social Media • Social sharing is present on the site, but not
emphasised. • The site has no social media linked to it. • The twitter account @gskoncology has been
registered. • The account is registered to “David Arce
Retamal” a pharmaceutical and digital marketing consultant in Santiago Chile.
• It’s only tweet was made on 23/07/09 • Whether or not this indicated their
ownership is unclear.
Social sharing
Up to date content
The site has no functionality indicating that content on any pages will be updated. There is no blog, no news, and no RSS feed. Google prefers sites that are more frequently updated.
Functionality
In spite of the functionality being good there is no new functionality on the site.
The Cancer trials search app has been
previously surveyed in some of our benchmarks.
The events calendar has no content on site and
leads users away from the site.
Mobile optimisation
The site has no mobile optimised
version.
This will become a problem if GSK
attempt an email marketing campaign as these are likely to be read on a mobile
phone.
THINGS TO WATCH
Statistics Currently the site has no clear metrics available
from public sources.
The site is still nascent and therefore should be watched for its success.
SEO Moz has not crawled the site properly since it
had a 302 temporary redirect to gskcares.com
Structure
The sitemap of the site is held in a /HCP folder.
This is a possible indication that there is a patient sections in development.
Meta keywords
Meta keywords are not generally used by anyone and are ignored by search engines.
These serve to give us an indication of the
keywords that they are targeting.
CONCLUSION
This site is still nascent.
It will be exciting to see how it will develop and what campaigns they will run for the any
new content that they release.
Ultimately, the test of success is popularity, but the indications show that HCPs are likely to revisit the site. Should they update their content update their offering will be strong.
THANK YOU FOR YOUR KIND ATTENTION
Contact: Dan Winkler Business Analyst address 13/ 14 Archer Street, London, W1D 7BD website www.nitro-digital.co.uk
telephone +44 (0) 20 7148 6825 mobile +44 (0) 7912 275 066 email daniel@nitro-digital.co.uk
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