Medical Affairs Websites: 3 Tips for Engaging HCPs
More of the basics: Effective medical affairs websites have solid scientific content, two-way engagement, and a familiar structure. And most importantly – they don’t waste time. Here are examples of how one large, one mid-sized, and one small pharmaceutical or biotechnology company excel.
Tip 1: Provide Clear, Credible Scientific Content
Example: Lilly Medical (Market cap approx.: $667 billion) – https://medical.lilly.com/us/ Lilly Medical’s HCP portal delivers high-quality, non-promotional scientific content across therapeutic areas. From clinical trial updates to peer-reviewed publications, every piece is concise, referenced, and easy to search. The site avoids marketing spin and prioritizes evidence, making it a go-to for HCPs who want trustworthy, scientifically rigorous material.
Tip 2: Facilitate Two-Way Scientific Exchange
Example: Sumitomo Pharma America – Medical Affairs Portal (Market cap approx.: $3.71 billion) https://www.smpamedicalaffairs.com/ Sumitomo’s site stands out for enabling genuine interaction. HCPs can directly contact MSLs, submit medical inquiries, and report adverse events. Each therapeutic area page links to specialists and resources, making it easy for HCPs to connect with the right people and start a conversation—not just read static information.
Tip 3: Keep Navigation and Access Familiar
Example: Paratek Pharmaceuticals – Medical Affairs Portal (Market cap approx.: $127 million) https://www.paratekpharma.com/medical-affairs Paratek keeps things lean and efficient. They didn’t reinvent the wheel – they followed industry standard navigation, structure and functionality. After quick HCP verification, users see a clean, well-structured site grouped by publications, disease education, and product-specific information. No clutter, minimal clicks, and clear pathways to resources mean busy HCPs can get what they need in seconds.
Side note: We love the bold design – it stands out!
The Takeaway
Whether you’re a global powerhouse or nimble newbie, the same principles apply:
- Focus on real science.
- Make it easy to connect and engage.
- Keep the structure familiar.
- HCPs don’t have a lot of free time or attention to spare. The companies above prove that excellence in medical affairs websites comes down to focus—not size.