EPG Health Media, the established and expanding provider of targeted, measurable solutions for the life science industry, today announced the launch of the latest version of epgonline.org, its independent website for healthcare professionals (HCPs). Drawing on over 16 years of experience, this major update is also based on recent in-depth independent research carried out by the company into the gap between the supply and demand of medical information for today’s time-pressed, digitally-savvy HCPs. Available globally and in multiple language editions, epgonline.org provides free, personalised and intuitive access to this content, where, when and how it is required. In doing so, it provides the life science industry with a medical educational platform for global and localised HCP audience reach and engagement.
Launched in 2002, epgonline.org now has over 130,000 pages of independently curated medical content indexed by Google. It is regularly accessed by specialists and doctors in over almost 200 countries and has been used as a valuable HCP engagement platform by over 40 pharmaceutical companies. Independent research conducted in 2015 by EPG Health Media, which comprised a global survey of 216 HCPs and 157 pharma industry professionals, highlighted a number of obstacles that HCPs experienced when it came to accessing medical content and engaging with information providers. As 63% of life science industry respondents reported that their own education websites form a major or moderate part of their delivery of information to HCPs, it is essential that they understand the type of information valued by HCPs. It is equally important to appreciate where, when and how this is accessed. One of the most notable findings is that is that 35% of HCP respondents attributed limited or no value to education websites owned by pharmaceutical companies. This is in marked contrast to the 80% of healthcare professionals that trust and value information from independent medical websites. It is also notable that independent resources are also accessed more frequently than government, institutional, society or pharmaceutical websites with 58% of HCPs doing so at least once a week.
EPG Health Media has consistently sought to reflect the changing needs of healthcare professionals and its industry partners, and the research findings were fed into the latest major redevelopment. With content highlights including over 9000 drug listings, 7000 journal abstracts, 6000 news articles and 5000 clinical trials, arranged and classified according to over 250 diseases and 35 medical specialties, the research confirmed that epgonline.org already contained the types of information that medical professionals were looking to access. With regard to the ‘where, when and how’, the latest version of epgonline.org is 100% mobile-optimised to ensure that the independently-curated data can now be easily accessed at any time and via any device. A powerful intuitive search facility combined with a personalised and customisable dashboard means that the data can also now be accessed quicker than ever and presented alongside recommended supporting information based on medical specialty, location, behaviour and related 'trending' topics.
Chris Cooper, Managing Director of EPG Health Media, comments on the significance of the new version for the life science industry. "Our research highlighted that 78% of pharmaceutical respondents have partnered with independent medical websites to provide content for HCPs. What our research and analysis of user behaviour also revealed is that success in reaching and engaging with this audience is not via advertisements or push marketing, but by generating customer experience through credible, trusted content. For this reason, we have continued to focus on personalised content delivery and taken what might be considered the controversial decision to remove all advertising on the latest version of epgonline.org.” He continues, “We see this as a major benefit for the HCP community that regularly uses epgonline.org, their patients, and our life science industry customers. The principles we employ and our philosophy across every aspect of the business is perhaps greater than the sum of its parts, and has enabled us to provide a personalised user experience which we believe is highly innovative within the healthcare digital landscape."