Best Practices, LLC Study Provides Blueprint for Building Cohesive Pharmaceutical Brand Identity on the Internet.

CHAPEL HILL, N.C.--(BUSINESS WIRE)--Aug. 11, 1998--With the explosion of the Internet as an information super-highway, pharmaceutical companies have developed websites in order to stay competitive.

Successful web strategies, reaching a wide market, enhance customer targeting, acquisition, and retention -- all of which drive market share and revenue growth. Internet presence can be a fast, efficient marketing tool which translates into higher sales, better utilization of resources, and most importantly, a better bottom line.

In a new study, Best Practices, LLC, a leader in the field of benchmarking and consulting, assessed the Internet presence of the world's leading pharmaceutical companies. The analysis focused on the strategies and organizational structures of web development teams and the innovations of some pharmaceutical websites.

"The Internet has emerged as a premier customer communication channel, enabling a cost-effective method of distributing product literature and education programs," said Chris Bogan, CEO of Best Practices, LLC. "Consequently, the practices used by leading pharmaceutical companies to build a cohesive brand identity on the Web have increased greatly in value."

Through analyzing corporate websites and interviewing executives, Best Practices, LLC identified methods to link corporate vision with Internet strategy. In order to develop a cohesive brand identity on the Web, pharmaceutical companies should:

-- Develop and manage a dynamic and integrated plan for Internet

presence, including rationale, goals, measurements, actions, and periodic reviews.

-- Ensure corporate buy-in throughout the Internet strategy

implementation cycle to ensure senior management's continuous support of web activities.

-- Formulate strategies to manage Internet vendors and partners

so that partnerships are success factors.

-- Plan for continuous improvement and innovation to balance

incremental changes with periodic redesign.

"Best practice companies view Internet presence as a journey rather than a destination," noted David Wang, a project leader at Best Practices, LLC. "They continuously measure the Web's impact and results, capture and act on user feedback, and selectively embrace new technologies to enhance content delivery."

ABOUT BEST PRACTICES

Located in Chapel Hill, N.C., Best Practices, LLC provides clients with access and intelligence for achieving world-class excellence. The firm's work is based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of excellent companies. Servicing over 90 clients worldwide, Best Practices' industry specializations include pharmaceuticals, financial services, utilities, telecommunications and professional institutions. For more information on Best Practices, LLC, contact David Wang at 919/403-0251 or [e-mail], or visit the website at http://www.best-in-class.com.

To obtain this Internet Presence Report or if you are interested in research for other pharmaceutical areas, contact David Wang at Best Practices, LLC.

Questions and Answers for "Best Practices, LLC Study is Blueprint

for Building Cohesive Pharmaceutical Brand Identity on the Internet"

Q: Which pharmaceutical company sponsored this study and who participated?

A: This study, initiated by one of the world's leading pharmaceutical companies, boasts a benchmark class with a combined net worth of over $360 billion. For reasons stated in our contract with these partners, the study results are blinded and do not convey any proprietary information which might be damaging to corporate strategy.

Q: How do you define the term "Blueprint"? A: Best Practices, LLC conducts strategic benchmark audits and competitiveness reviews that evaluate organizational productivity and then reveal areas to improve, such as growth and cost positions, process designs, and overall operating effectiveness. The Best Practice Blueprint for Excellence shows the path forward to improved performance and profitability.

Q: How can a company use this study? A: By employing a combination of the executive summary with an assessment of a company's current needs, prioritized emphasis may be placed on key improvement areas.

    CONTACT: Best Practices, LLC
              Alyssa Alexander, 919/403-0251
              Fax: [phone]