In the 1989 hit baseball movie “Field of Dreams” Kevin Costner hears a voice while walking through his Iowa cornfield: “If you build it, he will come.”  He then sees a vision of a baseball field, builds it and everything works out in the end. But health care sites – both branded and unbranded – are not cinema.  What happens if you build it and no one comes?

Search Engine Marketing: What Google Really Sees

Search Engine Marketing (SEM) may not be as glamorous as “social media marketing” but it is in many ways a more fundamental concern.  Your message must be found easily to gain traction.  For example, take a look at the difference between Bayer Pharma’s website in the eyes of a human and a search engine spider.

Human Perspective	Web Spider Perspective

The image on the left is compelling.  The simulated spider-scan on the right just gives you a headache.  Reconciling these apparent differences is what the 3rd Annual “Pharmaceutical Search Engine Marketing Strategies Conference is all about.
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