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 At Axxiem, we have a particular focus on high tech and life sciences. We believe that these are two areas which could do better with their web presence by improving their means of communication with the target audiences. From clients and customers, to researchers, investors and stock holders, high techs, biotechs and pharma need to do a better job communicating with their varied audiences by understanding their audiences' FEMA rates. What's their level of understanding? What is their "insta-click" reaction rate?
For example, will a Venture Capital Fund Manager stay long enough to get the message, or do we need to re-evaluate their first reactions and objectives?
Can the product presentation of a drug's efficacy better engage the patient visitor, drawing them into a community, sharing in the passions of the research team that helped bring the drug to market and leaving them less feeling like a doctor - patient relationship?
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| Most life science companies fail to establish a personal connection with consumers, which is reflected in their Web site design. These companies can help address negative perceptions of their industry which is often perceived as greedy and impersonal by moving away from Web sites that talk at consumers (or worse, that talk down to them). A properly designed Web site can become a vehicle for establishing more meaningful communications relative to significant health issues, as well as explaining the risks and costs of the drug discovery and the development process to the general population. ( Gartner 2004 ) |
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