Every year, the biopharma industry spends over twenty billion dollars driving patients and HCPs to brand websites.1 Yet most brand sites operate as digital brochures – static, one-way monologues where information is buried behind complex navigation, drop-down forms, and dense PDFs.
When a time-strapped HCP takes 45 seconds to visit your site, they need an immediate answer to a specific question:
But finding these answers can be frustrating. Over 60% of HCPs report feeling overwhelmed by digital pharma engagement due to a lack of relevance.2 When your brand site forces them to hunt for information, they lose patience and trust.
The same is true for patients. When a newly diagnosed patient visits a brand site, they are looking for clarity. Instead, they are met with complexity. The impact? Nearly nine out of ten adults lack the proficient health literacy skills required to fully understand everyday health information.3
Traditional brand websites fail to meet patients and HCPs where they are, resulting in digital dead ends.
Modern consumer experiences have changed how people seek information online. Patients and HCPs no longer want to navigate a website; they expect immediate, contextual answers.
To bridge this gap, leading brands are replacing static websites with conversational AI-driven experiences. Removing the friction between questions and compliant answers removes treatment barriers.
Unlike GenAI models which hallucinate, precision AI delivers real-time, conversational responses grounded exclusively in MLR-approved content. It provides the seamless experience users expect with the strict compliance the industry demands. The result? Users get up to 6x faster access to relevant resources and complete 7x more high-value actions compared to traditional brand website experiences.
A conversational experience results in free text that reveals exactly what questions patients and HCPs are asking. This first-party data serves as commercial evidence for your brand to uncover gaps and unmet needs.
This data eliminates guesswork for the field. Instead of walking in blind, biopharma reps now know exactly what an HCP cares about. This provides a data-driven blueprint to further remove treatment barriers.
See how leading brands deliver instant, compliant answers to patients and HCPs while creating actionable commercial evidence with Veeva Ostro.
1eMarketer / Insider Intelligence, US Healthcare and Pharma Digital Ad Spending Report
2Indegene, 2024 HCP Digital Affinity Report
3Agency for Healthcare Research and Quality, "About Health Literacy," U.S. Department of Health and Human Services
.svg)