Consumer-Facing Drug Sites Coming Up Short

A number of significant usability issues relating to site navigation were also discovered among the sites. The study found the use of nonstandard and inconsistent navigational cues, navigational tools that were hidden and easily overlooked, lack of effective information hierarchy and a lack of search functionality. Some sites, for example, failed to use the Web industry standard of underlining text links. Additionally, visited links failed to change color. Not only does this go against user expectations, but it also removes the opportunity to provide visual feedback to the users as to their whereabouts in the site.

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In general, the study found that inadequate consideration was given to issues of accessibility including aspects of design and layout that would accommodate persons with disabilities, which can pose a big problem for drug sites targeting users with various medical conditions. Several of the sites failed to consider such users by not including helpful design elements such as larger type and image-tags. Additionally, those individuals who rely on alternative means to browse the Web (e.g. screen readers, keyboard-only control) may not have full access to all of the site's features and content.

Many of the sites evaluated did not effectively integrate their e-marketing with existing consumer marketing programs, making it difficult to identify brands. For example, colors, images, slogans and promotional offerings were not consistent with their print and broadcast marketing counterparts.

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Trust is also an important element in the success of a pharmaceutical Web site. Pharmaceutical companies are able to launch customer-focused, data-driven online marketing strategies to boost their traditional marketing programs. But research has shown that despite the numbers who go online to look for medical information, less than 25 percent of online consumers would share personal information with drug makers. According to Electronic Ink, one of the key factors in establishing trust is in creating a positive user experience by presenting professional and aesthetically pleasing designs, providing appropriate content in a tone that is both informative and understandable, identifying the sources and credentials of information and providers and delivering a message focused on the health and well-being of the individual, rather than focusing on the pharmaceutical product.

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"While we believe DTC sites offer huge upside potential in supporting the marketing goals of pharmaceutical corporations, DTC sites as a whole are badly missing the mark," said Harold Hambrose, CEO and president of Electronic Ink. "Basic yet critical mistakes are being made across-the-board, and the end result is that potential customers are driven away by barriers that include poor design, content and a myriad of usability disconnects detailed in our research report."