A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
The convergence of rare disease, digital communications, and pharmaceutical marketing communications


Posted by | 10:52am on Friday, June 6, 2008


Trust is important for all corporate websites but it is especially crucial within the Pharma web community. Pharma must earn trust, it’s not a given. The pillars upon which to build a T.R.U.S.T.E.D. site are: Transparency, Relevance, Usability, Service, Timeliness, Educational, Direct communication style.

Here is a list of things to think about to increase the Trust level for your web presence:

  • Be transparent – even when it hurts, if you don’t control your own message someone else will.
  • Full disclosure on side effects in easy to read fonts (see above).
  • Show the real organization behind your site.
  • Show the personalities and people behind your organization.
  • Give something away without a direct, obvious, or immediate payback.
  • Educate all of your users, this will keep them coming back.
  • Walk the walk, if you say you have high service make sure your programs support this message.
  • Listen between the lines: What are people not looking at? What are they searching for that your site doesn’t provide?
  • Reference your site in offline materials and connect to trusted organizations online; ideally you should have a plan to have trusted organizations connect to you too.
  • Manage / create your own relationships with users; this is never something you should outsource.
  • Respect cultural differences & use graphics of all types of people.
  • Stay away from terms like ‘afflicted with’.
  • Know that trust and advertising are inversely related, be restrained with promotional content.
  • Respect boundaries.
  • Respect your audience’s time.
  • Avoid errors, even small ones.
  • Make it easy to verify accuracy of info on your site.
  • Find your place in the healthcare social network as a trusted partner; this is a big challenge but there is a place for Pharma at the table.
  • If you gather information, tell why you want it.
  • Make it easy to contact you.
  • Look into using HON certification criteria.
  • Develop a statement of what your users can expect from you.
  • Recognize differences in how experts and users evaluate your site.
  • Help your users learn how to evaluate information.

About Wendy White

Since founding Siren Interactive in 1999, Wendy has been recognized as a thought leader at the intersection of niche pharma brands, patient empowerment and online marketing. Her vision for how the internet can facilitate interactions and provide crucial information that patients, caregivers and their healthcare providers previously struggled to find has propelled Siren to the forefront of relationship marketing for rare disorder therapies.

View other posts from Wendy

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