Enbrel.com provides answers and tools

One of the many things I like about the new Enbrel site is the easy way customers and patients can navigate the site. On the home page, for example, there are easy to use navigation buttons that allow customers to chose which condition they are interested in.

In addition to providing all kinds of great medical information with great illustrations Amgen takes the next step and provides patient stories for each condition. It has been this authors experience that, in qualitative testing, patients and customers really like this feature. They like to read what others have to say about the product and living with their disease and although there maybe a slight issue of credibility (paid spokespeople?) website analytics usually show that these pages are viewed by the online audiences.

The other tools on the site that I really like are the helpful kits , the ability to connect with a nurse and the program to get Enbrel mailed to your home for trial. People love to read about information they can get in the mail and why stop there? Amgen has a program where patients can talk directly with nurses to get more information on Enbrel. Any tool that can answer patients questions and save them time has to be great for customers.

Knowing that patients do not like to give themselves injections Amgen has provided a great tool in how to use the Enbrel SureClick autoinjector. Even the name is reassuring and I believe that this animation could overcome a lot of anxiety about self injections.

The new Enbrel site is a great overhaul and extremely well done for a complex product with so many indications. Amgen is slowly charting new courses in the DTC waters and it’s great to see a biotech company get it right.