Big Pharma does lousy job with mobile online sites

While Big Pharma has mastered the art of direct-to-consumer television advertising, and even turned out some pretty impressive websites, when it comes to getting to consumers on their now ubiquitous smartphones, they rate poorly. Actually a study released this week by the Internet Advertising Bureau UK (IAB) found that only 40% of the country's top 100 consumer brands had mobile websites. But further evaluation by PMLive found that Big Pharma did not fare well among that group. Why does it matter if consumers can find anything on your site from their phones? Because, the study says, those who reach mobile-optimized sites visit about 33% more pages, meaning more time to build a relationship. PMLive says only Pfizer ($PFE) and Abbott Laboratories ($ABT) had mobile sites among the largest drug companies, while companies like Novartis ($NVS) and Roche ($RHHBY) were not yet thinking mobile. It calls Pfizer's mobile site "solidly functional" and Abbott's "designed."  Smaller branded drugmakers like Boehringer Ingelheim, Bayer and Shire had mobile offerings, but PMLive found them not to be very functional. Story | More