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.


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”.


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