2 minute read
Why everyone hates pharma websites—and how to fix them
Pharma keeps pouring money into digital tools, but their websites are still missing the mark.
Our CEO, Rob Verheul, and Head of Design, Ed Hart, sat down with Dan Buckland from Brandcast to dig into why.
Why is engagement still stuck in low gear despite all the investment—and what will it take to finally turn things around?
by Graphite Digital
Too many sites still act like online brochures—static, generic, and lacking real value.
Today’s healthcare professionals don’t have time to sift through uninspiring content. They need fast, relevant, and practical experiences that support their day-to-day work. But most pharma sites are built around rigid tech systems—not around people.
That’s a big missed opportunity. Not just for improving engagement, but for building real, lasting relationships with HCPs.
The fix? Shift the focus. Let strategy lead. Start using design systems that make it easier to create content that’s actually useful. Prioritise what HCPs need.
And don’t try to do it all at once. Start small. Solve one problem well. Then build from there.
Because if your website isn’t helping HCPs deliver better care—what is it really doing?
Curious to hear the full story? Tune into the full podcast:
Fix the foundations, not just the front-end
HCPs aren’t showing up
Only 16% of UK healthcare professionals visited a pharma site recently. That’s a clear sign the current approach isn’t working.
No strategy, no engagement
Too many sites look good on the surface but lack a clear, user-first purpose—so they fall flat.
Tech-first thinking is holding us back
When platforms are chosen without the user in mind, the result is slow, clunky sites that are hard to update and harder to love.
Design systems make it easier
With modular, pre-approved components, you can build pages faster, cut costs, and give marketers more freedom to respond to real needs.
Start small and build momentum
You don’t need a full rebuild—just pick one thing that matters, do it well, and use that success to drive change.
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Connectivity underpins innovation and efficiency, enabling improved outcomes for patients and HCPs.
Our latest research reveals the need for increased connection across the pharma sector — linking data with actionable insights, joining up internal teams, improving interactions between end users and providers, connecting digital systems and platforms, and aligning long-term goals with short-term priorities.
Drawing on the survey data, along with opinions from expert contributors and Graphite's own sector experience, we explore how pharma teams can overcome challenges to achieve success with their digital solutions and strategies.
Based on first-hand insight from pharma leaders working within Commercial, Medical, Marketing and Digital roles across the USA and Europe.
Learn even more about HCP and patient engagement
Personalised pharma: How to drive effective digital engagement
