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Semelhante a Pharma & Websites
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Pharma & Websites
- 2. 2 OF ONLINE U.S. ADULTS USE PHARMA-SPONSORED DIGITAL RESOURCESHALF OF THESE CONSUMERS HAVE DISCUSSED PRESCRIPTION DRUGS WITH AN HCP AS A RESULT43% OVER Source: Manhattan Research (2012)
- 3. 3 Branded pharma websites can have a significant impact on brand awareness, favorability, and prescriptions • Visitation to branded pharma websites creates significant lifts in both brand awareness and brand favorability • Consumers who visit branded pharma websites are also more likely to start therapy (prospects) and refill their prescriptions (patients) Source: Online Marketing Benchmarks for the Pharmaceutical Industry, comScore, March 2011
- 4. 4 But what is the typical pharma site experience like?
- 5. 5 “We can break the cycle of blandness. We can jam up the assembly line that spits out one dull, lookalike piece of crap after another. We can say, ‘Why not do something with artistic integrity and ideological courage?’” – Tibor Kalman
- 6. 6 “We can break the cycle of blandness. We can jam up the assembly line that spits out one dull, lookalike piece of crap after another. We can say, ‘Why not do something with artistic integrity and ideological courage?’” – Tibor Kalman “Click here to learn more.” – Pharma
- 7. 7 Breaking Pharma’s Web 1.0 Addiction
- 8. 8
- 9. 9 The Google Mobile Playbook rethinks structure by designing with a tablet-first mindset http://www.themobileplaybook.com/en-us/#/cover
- 10. 10 OF PEOPLE 65+ WATCH VIDEO ONLINE 53% OF CONSUMERS REPORT THAT ONLINE HEALTH VIDEOS ARE A TOP RESOURCE WHEN SEARCHING FOR CONDITION AND PRESCRIPTION DRUG INFO HALF NEARLY
- 11. 11 Interlude enables you to create “Choose Your Own Adventure”-style video experiences http://www.interlude.fm
- 13. 13
- 14. 14
Notas do Editor
- WebsitesCondition and treatment informationDisease management toolsDoctor discussion guidesMobile apps
- TiborKalman: American graphic designer of Hungarian origin, well known for his work as editor-in-chief of Colors magazine.
- TiborKalman: American graphic designer of Hungarian origin, well known for his work as editor-in-chief of Colors magazine.
- These are the websites of the top-selling pharma brands in the world.
- The home page on the Enbrel website has 7 (SEVEN!) navigational options. The main nav (1), HCP page (3), secondary pages (4), safety information (5), patient stories (6), safety info (7), and call outs (8). Poor design aside (I’ll get to that in a minute), who decided that redundancy of navigation was a good idea? (1) and (5) and (7) are redundant, (4) and (8) are redundant, and below this screenshot there’s even more options. Oh, and just in case you get lost, there’s a search bar too (2).Keep in mind the entire site is only about 27 pages deep. Does Enbrel really think people will have such trouble finding content that they’ll need a distinct search function to find it? Even better, those buttons you see in (4) aren’t clickable. You need to mouse over them to get a sub menu of options to gain access to the secondary pages, and if there’s one thing people with arthritis love, it’s navigational elements that require fine motor skills to use.Design wise, if I’m a visitor to Enbrel.com my eyes are completely bombarded with options and information. I get Phil’s the hero here, but what does the product do? What should I read next? What’s the most important content? Lost in the cacophony of options is any semblance of story or logic. The main call-to-action in the center of the page beckons me to read stories ‘from patients like me.’ But what if I’m not a patient?
- What’s great about the mobile playbook is that form integrates beautifully with function. And it should. If the content is trying to establish a POV on how to best use mobile for experiences, the user experience has to exemplify those ideas. What’s interesting about Google’s ‘non-traditional’ user experience is that a visitor can consume content in 3 dimensions; both in a left to right fashion for main topics, and vertically for delving deeper into specific items. It’s a great example of how to use technology to improve storytelling in the digital age, so why isn’t pharmabuidling more websites that function like this? And if not like this, why not build sites that use more modern features and functionality to deliver content more effectively? The idea of static home-pages serving as placeholders for navigational options that can be consumed only by clicking through to sub pages starts to look extremely dated when held up against a solution like this.
- https://www.dexilant.com/Default.aspx
- http://www.lantus.com/