Pharma websites not defending company reputation
pharmafile | October 21, 2003 | News story | |
Few companies within the UK sector communicate properly via the Internet, according to a new report that found key messages on essential issues missing in many cases.
Consultants APCO Online says the industry must adopt a more systematic approach to its communications with key stakeholders for the sake of its reputation.
APCO compared the websites and wider profile of 46 of the biggest pharma companies based in the UK, looking at the presence of basic information such as contact details, press releases and 'about us' information, as well controversial industry issues.
GlaxoSmithKline's website was singled out for praise as a user-friendly site that specifically addressed stakeholder interests and was the only one to cover all the relevant issues including environment, education, health or community activity.
However, APCO says not one company performed consistently well in all relevant areas with 32% of company websites having no mention of any community social responsibility.
Similarly, the majority of companies, 77%, failed to address a variety of controversial issues, such as access to medicines in the UK and the developing world, animal experimentation and product safety.
"This is all the more remarkable when further investigation revealed that many of the companies which appeared totally silent were the ones under the fiercest, and often unfounded, attacks", APCO commented.
Examples of best practice include Janssen web section on community responsibilities and health issues, the Pharmacia website press pack and Eli Lilly special journalist-only information service.
APCO advises that companies can best improve their website content by integrating the Internet into a single business communication strategy.
