Leading Pharmaceutical Company
This global research-driven pharmaceutical products and services companycreated a website to provide visitors with information about a cholesterol-reducing drug, which included safety guidelines, prescribing instructions,medication facts, and a press release. The client had two key goals for their search engine marketing campaign: to maximize the website’s visibility across the major search properties and develop brand awareness to increase the number of prescriptions for this medication.

Challenge:

This client struggled with organic search visibility due to numerous factors. The biggest initial hurdle was that the keywords consumers used to search for information about this medication were not approved for use within the client’s promotional materials and website.

The site had several technical issues. Much of it was designed in Flash. Although this client had created alternate HTML pages for each page that contained Flash, the new pages were not linked to any other pages, and were difficult for search engines to find. In addition, the initial site design included an entire section that contained a mandatory cookie. Search engines cannot accept cookies, and as a result only half of the site’s content was being indexed by the major search properties.

Lastly, the client was trying to quickly redesign and launch their site with several of these issues addressed, but was behind schedule due to a backlog of materials that still needed to go through Med/Legal review.


Results:

33% increase in keyword rankings
  • 81% of the site’s rankings are visible on the first page of search results
  • Traffic from search increased to more than 16,000 visitors per month

Strategy:

  • iProspect aligned its plan with the digital agency of record to make certain key deliverables that required legal review could be bundled with larger website projects to ensure deadlines were met.

  • Shortly after iProspect’s involvement, consumer content and a health care provider section was added to the website, increasing the total page count to nearly 50 URLs.

  • iProspect then built an internal linking structure so the static HTML pages that were built to mirror the Flash pages, would receive a number of relevant links from pages within the client site, enabling the search engine spiders to crawl and index the content.

  • iProspect recommended that static, informational content (that did not require a login) be added to the site. The content additions helped the brand establish new keyword themes.

  • Additionally, iProspect implemented a relevant content endorsement™ strategy for the static pages so they could be linked from other relevant websites. iProspect carefully reviewed related medical resource sites and Yahoo!’s directory for relevant linking opportunities.

  • All strategies employed by iProspect, including the development of meta data for each static page of the site, worked with brand guidelines, company best practices, and FDA regulations.