Pharma website usability

Unknown-1KEY TAKEAWAY: The most important element in any website development is “usability studies”.  Without asking your target audience how they like your website you are trying to find a pin in a dark room.

I spent two days in usability studies for a biopharma client and it’s a damn good thing we went armed with several different concepts.  Here is a snapshot of what we learned:

1ne: Users often make a determination on your brand based on your homepage.  If it’s cluttered and doesn’t resonate with them, they will leave and go to another website.

2wo: They don’t read small print fair balance on the home page, instead they read the “safety information page”.

3hree: If it takes more than two clicks to scroll down and read a web page they lose interest.

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4our: Images of “real people” score much higher than stock photo’s or photo’s of actors pretending to be doctors.

5ive: Patients still don’t understand why they can’t share information easily via sharing buttons.

6ix: They want simple solutions to their health problem(s). If you have too many pages/content you’re going to lose most of your audience unless you are sure that it’s really relevant.

7even: Navigation, primary, should be on the top, not on the side or bottom.

8ight: The content we tested was still too complicated for our audience even though most had a college education.

9ine: The overall look and feel of your website can help alleviate trust issues.

10en: Among pages most requested were “information for patients who just got an Rx”, “best time to take the medication and other medications that might cause interactions” and “information for caregivers”.

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The product is targeted at woman 35-55.  These were findings for that target audience.  77% either had a college degree or some college.