Making the Web Patient Friendly


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Product Description

With a shift in marketing’s focus to direct-to-patient and the growth of the Internet as a major source of health information, companies need to employ search engine optimization tactics to help direct information-hungry consumers and patients to appropriate content.
As patients and consumers continue to turn to the Internet for health-related information, pharmaceutical marketers are refining their search engine optimization (SEO) strategies to make sure information-hungry consumers are being correctly directed to the right sites…

Activities Driving Patients to Search Online
Best Practices for Search Engine Optimization for Internet Communications
Sound Bites from the Field
Ian Cross
, CEO, I-Site. For more information, visit
Jere Doyle, Founder, President, and CEO, Prospectiv. For more information, visit
Eugene Lee, VP, Group Account Manager, Regan Campbell Ward • McCann. For more information, visit
Marc Weiner, President of Qi, Parsippany. For more information, visit
Stephen Wray, President and CEO, Cadient Group. For more information, visit
U.S. Online Marketing Forecast: Digital Marketing Spending ($ in Millions)

Experts on this topic
Bonnie Becker. Director of Pharmaceutical Category, Yahoo! Search Marketing, Yahoo!, Burbank, Calif.; Yahoo! Search Marketing helps companies drive traffic to Websites through services such as sponsored search, local advertising, and product/travel/directory submit. For more information, visit
Peter H. Nalen. President and CEO, Compass Healthcare Communications, Princeton, N.J.; Compass is a full-service online marketing agency exclusively supporting brands in the pharmaceutical, biopharmaceutical, and medical-device industries. For more information, visit
Atul Singh. Senior Product Manager, Humira Consumer Marketing, Abbott Laboratories, Abbott Park, Ill.; Abbott is a global, broad-based healthcare company devoted to discovering new medicines, new technologies, and new ways to manage health. For more information, visit
Tom Snow. Director, Marketing, Reproductive Health, U.S., Serono Inc., Rockland, Mass.; Serono Inc. is the U.S. affiliate of Serono SA, a global biotechnology leader with headquarters in Geneva, Switzerland. For more information, visit