GSK Pro Content Audit

Global Opportunity Analysis

Healthcare Professional Platform Optimization Report

November 2024 - June 2025

Confidential - GSK Strategic Initiative

The Challenge

GSK Pro Foundation is Solid, But HCPs Want More

27.65%
Mexico Bounce Rate
High friction - users leaving without engagement
14.2%
Vietnam Bounce Rate
Better engagement, but still opportunity for improvement
32/100
KSA Usability Score
Moderate usability - significant room for enhancement
88.8/100
Accessibility Score
Gaps in WCAG compliance affecting user experience
"Competitors win through consistent education-first approach, dynamic updates, and tools. GSK needs modern, evidence-led patterns."

Market Snapshot

Performance Varies Significantly Across Regions

Metric Vietnam Mexico KSA UK
Visits 45,000 17,000 330/month Baseline
Bounce % 14.2% 27.65% High Lower
Mobile % 53% Similar - -
Registration Rate 95 new Variable Low -
Completion 41% Tracking - -
Heuristic Score 27/100 Various 32/100 Best
KEY INSIGHT:
KSA only captures 9.4% organic traffic from target market (vs 55% from others) - regional localization gap

The Nine Content Quality Parameters

Comprehensive Evaluation Framework

1. Value Proposition Framing
LOW
Static carousels, generic CTAs
2. Content Depth
MEDIUM
Inconsistent across pages
3. Scientific Rigor
MEDIUM
Variable medical language, high density
4. Structure & Layout
MEDIUM
Text-heavy, poor visual hierarchy
5. Visual Support
LOW
Missing MoA visuals, animations
6. Localization
LOW
Translated text only, no market context
7. Engagement Features
LOW
Calculators, CME absent
8. SEO & AEO
LOW
Gated content kills discoverability
9. Compliance Clarity
MEDIUM
Buried in PDFs

Benchmark Insights - Who's Winning

Competitive Landscape Analysis

PFIZER
"Education-First Excellence"
  • Event-driven CTAs keep experience fresh
  • Modular homepage with dynamic content
  • Tools like vaccine calculators boost engagement
  • Personalization still evolving
ROCHE
"Clinical Ecosystem Champion"
  • CME, congress coverage, clinical tools integrated
  • Robust medical information ecosystem
  • Clear next steps and action pathways
  • Visual design is utilitarian, mobile optimization needed
ASTRAZENECA
"Smart Tool Integration"
  • Strong brand framing and positioning
  • AI-assisted search capabilities
  • Practical clinical calculators
  • HCP pathway fragmented from main site
GSK PRO
"Solid Foundation, Missing Modern Elements"
  • Compliant and navigable
  • Good foundational structure (UK site)
  • Lacks interactive elements and personalization
  • Poor SEO performance (17 keywords rank in KSA vs 146 in US)

SEO & Organic Discovery - The Invisible Problem

GSK Pro is Hidden: Only 330 Organic Sessions/Month KSA

9.4%
Traffic from Target KSA Market
55% comes from other regions - major geo-targeting issue
17 vs 146
Keywords Ranking KSA vs US
Major visibility gap in key markets
35/100
Domain Authority
Low credibility signals hurt search rankings
27/100
Mobile Speed Score
Homepage crawl takes 6.7 seconds - Core Web Vitals FAILED

Competitor Organic Traffic Comparison

35,000
Pfizer US/month
11,000
Pfizer Vietnam/month
330
GSK KSA/month
"Competitors capture 33-106x more organic traffic through ungated, informational content strategy"

Accessibility & Mobile - Compliance + User Experience

88.8/100 Accessibility Score: Below Benchmark, Multiple Critical Gaps

58.87%
Images Missing Alt Attributes
498 out of 846 images - screen readers cannot interpret
Multiple
Color Contrast Failures
Reds, yellows, light grays problematic for low vision users
4.8-6.6s
Mobile Load Times
60% mobile bounce rate in some markets
Missing
Semantic Structure
Heading hierarchy and ARIA labels inadequate
USER IMPACT:
• Users with low vision cannot read key clinical data
• Screen readers cannot interpret 498 images
• Mobile users abandon due to slow load times
• Non-compliance creates regulatory and legal exposure

Engagement Gaps - Where HCPs Find Value

Missing Features HCPs Expect From Modern Platforms

Interactive Calculators
Dose calculators, ACT/CAT scores - NOT PRESENT
CME/CPD Modules
Continuing education credits - ABSENT
Decision Support Tools
Drug interaction checkers - ABSENT
Polls & Surveys
Engagement mechanisms - RARE
Ask an Expert
Direct contact pathways - LIMITED
Personalization
Content customized by specialty - MINIMAL
"I would like more visual or auditory information, podcasts, short videos. Something that keeps your attention - text alone isn't engaging. Tools that support clinical decision-making drive repeat visits." - HCP Feedback

The Three Priority Moves

Immediate Actions to Drive 30-50% Improvement in Key Metrics

PILLAR 1: HIGHEST IMPACT
Standardize Product Page Templates
Single global template with:
• Headline + key data upfront
• MoA visual/animation
• PICO-format trial summaries
• Safety/dosing in scannable format
• Consistent CTA placement
Timeline: 6-8 weeks
✓ Content quality scores ↑40%
✓ Product page time-on-page ↑25%
✓ Therapy hub bounce rates ↓20%
PILLAR 2: STRUCTURAL FIX
Therapy-First Navigation
Disease-cluster organization with:
• Clear entry points by therapy area
• Filters by indication, formulation, guideline
• Links to guidelines, trials, webinars
• Specialty-based content pathways
Timeline: 8-10 weeks
✓ Average clicks ↓30%
✓ Information discovery speed ↑40%
✓ Findability for clinical questions ↑50%
PILLAR 3: ORGANIC BREAKTHROUGH
Ungated Content Layer
300-600 word articles answering clinical questions:
• COPD management in KSA: Practical steps
• Vaccine schedules for special populations
• MoA micro-videos (60-90 sec)
• Local KOL quotes and context
Timeline: 10-12 weeks
✓ Organic traffic ↑300-500%
✓ CTR in search results ↑25%
✓ Registration conversion ↑40%

Supporting Moves (Quick Wins)

Four Secondary Initiatives to Amplify Impact

Move 4: Fix Mobile & Accessibility
• Optimize images, reduce JavaScript
• Fix color contrast (498 images need alt text)
• Improve Core Web Vitals (mobile speed 27→80+)
• Add proper ARIA labels and heading hierarchy
Timeline: 4-6 weeks
Impact: Core Web Vitals pass ✓, bounce rate ↓15%, WCAG AA compliance
Move 5: Implement Engagement Features
• Dosage calculators (respiratory, vaccines, pediatrics)
• CME/CPD modules with certificates
• Polls and quizzes
• "Ask an Expert" chat or contact forms
Timeline: 12+ weeks
Impact: Session duration ↑40%, repeat visits ↑25%, registration ↑20%
Move 6: Establish Localization Playbook
• Market-specific guidelines and statistics
• Local imagery and context
• Regional regulatory updates
• Specialty-based content customization
Timeline: Ongoing
Impact: Relevance ↑30%, regional traffic ↑40%
Move 7: Implement Governance & Tracking
• Editorial council (Medical, Regulatory, Digital)
• Monthly content calendar and "snackable insights"
• MLR review SLAs (define turn-around)
• Dashboard with content quality KPIs by market/brand
Timeline: Immediate
Impact: Velocity ↑, quality consistency ↑, compliance maintained

Measurement Framework

How We'll Know We're Winning

Pillar 1: Content Quality
  • Composite Score: 70% "Aligned" or "Strongly Aligned" pages (vs current 20%)
  • Tracking: Page-level dashboard, rolled up by market and brand
Pillar 2: Engagement
  • Time on Product Pages: +25% vs baseline
  • PI/Safety Click-Through: +30%
  • Registration Rate: +40%
  • Therapy Hub Bounce Rate: -20%
  • Repeat Visits: +25%
Pillar 3: Findability
  • Organic Impressions: +300% (KSA target)
  • CTR in Search Results: +25%
  • Site Search Success Rate: +50%
  • "No Result" Rate: -40%
Pillar 4: Compliance & Optimization
  • AE/PI Banner Conformity: 100%
  • MLR Review SLA Achievement: 100%
  • A/B Test Velocity: 2-3 tests/month
  • Monthly Learning Cadence: Published insights

Implementation Roadmap

Phased Approach: Value in 16 Weeks

PHASE 1: FOUNDATION
Weeks 1-4
• Build global design system
• Define CTA library
• Create compliance checklist
Deliverable: Templates ready for build
PHASE 2: PILOT
Weeks 5-10
• Rebuild therapy hubs (Respiratory, Vaccines, Immunology in 2 markets)
• Pilot product pages (Shingrix, Nucala, Trelegy, Augmentin)
• Add MoA visuals and PICO summaries
Deliverable: Proof points for other teams
PHASE 3: UNGATED CONTENT & PERSONALIZATION
Weeks 11-16
• Launch 12-16 ungated articles per market
• Create 3-4 MoA micro-videos
• Set up specialty-based dashboards post-login
• Improve internal search
Deliverable: Organic traffic and registration lift visible
PHASE 4: SCALE & OPTIMIZE
Weeks 17+
• Extend to other therapy areas and markets
• Fine-tune mobile performance
• Run A/B tests on CTA copy, placement, accordions
• Scale engagement features (calculators, CME, tools)
Deliverable: Sustainable model for continuous improvement

Success Stories - What Modern Platforms Do Well

Learning From Winners: Key Patterns

SCENARIO 1: HCP Discovery (Dr. Rachel, non-user)
WITHOUT ungated layer (Current)
→ Lands on GSK homepage
→ Sees "Login Required" → Leaves immediately
→ Never sees clinical data
→ Bounces: Lost opportunity
WITH ungated content strategy (Future)
→ Searches "COPD management KSA"
→ Finds ungated article: "COPD Treatment Guidelines: Saudi Arabia 2025"
→ Reads 300-600 word summary + trial highlights
→ Sees "Get full dosing data" → Registers
→ Converts: New registered HCP
SCENARIO 2: Return Visit (Dr. Samantha, existing user)
WITHOUT personalization (Current)
→ Logs in, sees generic homepage
→ Product-first navigation makes therapy discovery hard
→ Finds Dovato page, but dense text, buried safety info
→ Gives up, goes to competitor site
→ Churn: Lost engagement
WITH therapy-first + personalization (Future)
→ Logs in, dashboard shows "HIV Treatment Updates"
→ Therapy hub filters by indication, formulation
→ Sees Dovato in context (efficacy data, PICO summary, clinical tools)
→ Clicks "Dosing Calculator" → Gets instant, downloadable results
→ Retention: Repeat visitor
SCENARIO 3: Mobile, Time-Constrained HCP (Dr. Habib)
WITHOUT mobile optimization (Current)
→ On mobile, page speed 6.7+ seconds
→ Gives up waiting, closes browser
→ Low engagement, frustration
→ Bounce
WITH speed + mobile-first design (Future)
→ Mobile page loads in 2.5 seconds
→ Clear, scannable layout
→ Key data upfront (not buried)
→ Easy CTAs (large touch targets)
→ Engagement: Productive session

Quick Wins - Early Wins (First 30 Days)

Early Momentum: What We Ship in Month 1

QUICK WIN 1: Fix Critical Accessibility Issues
Days 1-14
• Add alt text to 498 images (automated + QA)
• Fix color contrast on key pages (redesign labels/elements)
• Fix 7 broken internal links (spotted in SEO audit)
Effort: 1-2 people, 2 weeks
Impact: Compliance risk ↓, user frustration ↓, search ranking improvement
QUICK WIN 2: Optimize Homepage Headlines
Days 8-21
• A/B test new hero headlines with clinical data callouts
• Replace static carousel (generic) with "What's New" module (specific products/studies)
• Add clear CTAs: "Browse by Specialty" / "Find Therapy Area"
Effort: 1 designer, 1 content person, 2 weeks
Impact: Homepage bounce rate ↓10-15%, engagement ↑
QUICK WIN 3: Create First Ungated Article + SEO Optimization
Days 15-30
• Publish 1 ungated article (e.g., "COPD Management: What You Need to Know")
• Optimize title, meta description, schema
• Promote via email to HCP segment
Effort: 1 content person, 1 SEO person, 2 weeks
Impact: 50-100 organic sessions from new content, proof concept for ungated strategy

The Vision

GSK Pro: From Repository to Destination

TODAY
Static, Siloed

Content hidden behind login
Inconsistent templates
Limited engagement
Poor discoverability
MONTH 2
Optimized, Consistent

Standardized templates
Therapy-first navigation
Improved accessibility
Some ungated content
MONTH 6
Dynamic, Personalized, Integrated

Full ungated layer
Interactive tools & CME
Personalized experiences
Market leadership
By standardizing templates, organizing therapy-first, and opening the ungated top-of-funnel, GSK Pro will become the go-to platform for HCP clinical decision-making.
Expected Results:
• 30-50% improvement in engagement metrics
• 5-10x increase in organic discovery
• 40% increase in registrations
• Strongest competitive position in pharma digital