Pharma Webinar Industry Study
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Transcript of Pharma Webinar Industry Study
Webinar:
Pharmaceutical Industry UX Benchmark Study
November 16th, 2010
Overview
Introductions (2 min)
Study Background (3 min)
Methodology and Technology (3 min)
Executive Summary (3 min)
Findings and Opportunities (20 min)
Questions and Comments (15 min)
Introductions
Alfonso de la Nuez Founder & Co-CEO
at UserZoom
Ania Rodriguez Founder and CEO at
Key Lime Interactive
About UserZoom
Leading online (remote) user experience research software company
9 years experience in UX research & consulting
Offices in Sunnyvale (CA), London (UK) and Barcelona (Spain)
Created because traditional UX research methods are great but not enough
About Key Lime Interactive
Experienced market research and usability professionals
Over 12 years of consulting experience testing Internet 500 websites and providing actionable results
Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
Cross-Industry Expertise
Ability to scorecard against competition
Ability to suggest cross-industry recommendations to improve ease of use
Independent Third Party
Impartial with no-hidden agenda
Ability to work with business team and developers to “get everyone onboard”
Customer Experience Management
Lab Tes6ng
Remote Usability Tes6ng
Focus Groups
Expert Reviews
Study Background
Study Background
• Compe66ve benchmark of leading Allergy medica6on sites Goals
Websites analyzed
• 200 par6cipants • Must have or care for someone with allergies • 50% female, 50% male
Panel
• Open browse – Research allergy medica6ons online • Locate general informa6on about allergies and how to best treat them
• Locate product coupon on the site Tasks
Study Goals
How do users research for allergy medication information?
Which allergy medications are top of mind?
What best design practices can be taken from these leading brands?
What opportunities exist for these brands to improve the user perception?
Which site has the greatest likelihood to recommend others to visit?
Tasks
Open task – Research allergy medications: Your task is to use the internet as you normally would to find out what allergy medication is best suited for you or the person you are taking care of. Make sure that conduct this task as you normally would visiting all sites until you are satisfied and ready to make a decision.
Locate general information about allergies and how to treat them: Use <site> to locate general information about allergies and how to treat/manage them.
Locate product coupon: Please use the <medication> site as you normally would to find coupons for <medication>.
Study structure
Introduction:
When thinking about allergy medication, what is the first medication that comes to mind?
Where do you go online to get information about allergy medication?
Based on your experience, how negative or positive is your perception of the following allergy medications?
Do you currently take or care for someone who currently takes one of the following allergy medications?
Post-task:
Self-reported success
Ease of use
Ease of navigation
Clear where to start
Satisfaction with amount of time to complete task
What content is missing or would make it easier to find what you are looking for?
Wrap-up:
Likelihood to recommend : (Net Promoter Score )
Post-task brand image
Introduction
Screener
N=200
Clari6n
n-‐=50
Benadryl
Wrap-up
Task 1
Task 3
Allegra Alavert
Task1
Task 3
Task 1
Task 3
Task 1
Task 3
n-‐=50 n-‐=50 n-‐=50
Task 2 Task 2 Task 2 Task 2
Methodology and Technology
Online Usability Testing Solution
UZ Self-Serve Edition
100% on-demand, web-based software solution
To manage & conduct various types of online UX research projects
How does UserZoom add value?
By allowing you to see the BIG picture
Testing large samples of geographically spread participants
Combining statistically-significant usability + user behavior data
Measuring Customer Experience cost-effectively
Getting actionable insights
Usability Lab Studies
Web Traffic Analysis
Online UX
Studies
Online Surveys Focus Groups
Qualitative Quantitative
Beha
vior
At
titu
des
How does UserZoom add value?
• Hundreds of users participate in a study
• In their natural context
• From geographically spread locations
• Users try to complete tasks (or goals) + answer questions
• No human moderation needed
• Our browser bar connects users with our secure servers
Our method
User recruitment options
Choose the user
recruitment yourself
Panel*
Intercept
Private mailing list
*Partners of
Participants
87%
13%
1%
Which of the following best describes you?
Allergy Suffer
Caregiver
Health Care Professional
69%
25% 7%
What types of allergies are of interest to you?
Indoor & Outdoor
Outdoor
Indoor
6% 8%
14% 14%
23% 37%
60% 67%
0% 20% 40% 60% 80% 100%
None of the above
Alavert
Singulair
Other
Allegra
Zrytec
Clari6n
Benadryl
Which of the following allergy products, if any, have you purchased in the past year?
49%
51%
0% 20% 40% 60% 80% 100%
No
Yes
Do you go online to get informa;on about allergy medica;ons?
Executive Summary
Executive Summary
Benadryl ranks #1 using the Overall KLI User Experience Score (although Claritin and Alavert were statistically equal)
Benadryl has the highest net promoter score with a score of 46%
Benadryl also has the highest brand perception (82%) and saw an increase of 18% from the pre study measure of 64%
84% of participants were satisfied with the Benadryl site
88% thought it was easy use and that it was organized
84% found the site visually appealing
Claritin and Benadryl are the top allergy medication brands that are top of mind
Participants self reported that they have used WebMd, Google, Claritin.com, Zyrtec.com, Allegra.com, MayoClinic.com, Benadryl.com, Singular.com and CVS.com to get information about allergy medication.
The top 5 sites visited by users on the open explore were WebMD.com, Zyrtec.com, Claritin.com, HealthCentral.com and MayoClinic.com.
Executive Summary
Claritin and Alavert followed closely on all metrics with brand perception based on the site experience closing the gap
Claritin’s site moved the needle by 40% in brand perception and Alavert by an amazing 56%
Claritin had a NPS of 44% and Alavert had a score of 31%
Overall ease of use was similar between Claritin (84%) and Alavert (87%)
88% agreed the Alavert was organized; 80% for Claritin
86% of the participants found the Claritin site visually appealing
Allegra performed statistically lower on most metrics than Benadryl, Claritin and Alavert because of it’s low performance on the locate product coupons task
Allegra has the lowest post positive brand perception of 48% as compared to 72%+ for the other brands
70% encountered frustrations as they were trying to locate product coupons
What Works Well: Benadryl
Videos – Allergy Education
“It was nice to have the videos with information about whether its an allergy or a cold, etc.”
“I like the short videos by a doctor discussion some basics of allergies, the differences between allergies and colds, and what are allergies. I like the fact that they were short yet informative. In this busy world, an longer of a video would have not watched.”
Navigation
“Tabs on the top very useful”
“I like how when you put your cursor over the tabs, a drop down comes down. It’s very fast also. ”
What Works Well: Claritin
Navigation
“It was easy to navigate to get the information I was looking for.”
“I like that the general categories , such as adult and children allergies has their own tab at the top of the page. This made navigation very fast.”
Allergy Profiler
“I liked the allergy symptom checker to help choose a medicine to treat it.”
“I like how it broke down many different situations, so that people could find a solution that could possibly work for them. ”
What Works Well: Pollen Widgets
Benadryl: “I like their pollen widget”
Alavert: “I like the zip code por6on where you could find out about outdoor allergies in your area. ”
Findings and Opportunities
1. Claritin (31%) 2. Benadryl (19%) 3. Zyrtec (18%) 4. Allegra (13%) 5. Flonase, Nasonex, Singulair, Sudafed (2%) 6. Alavert (1%)
Which allergy medica6on is top-‐of-‐mind? (open-‐ended)
Which websites have you visited to get informa6on about allergy medica6on?
1. WebMD (54%) 2. Google Search (16%) 3. Claritin, Zyrtec (4%) 4. Allegra, Mayoclinic.com (3%) 5. Benadryl, Singulair, CVS.com (2%)
Net Promoter Score (NPS®)
0 1 2 3 4 5 6 7 8 9 10 NPS
Alavert (n=50) 2% 0% 2% 0% 2% 6% 4% 16% 22% 16% 31% 31%
Allegra (n=50) 6% 6% 4% 4% 2% 6% 16% 20% 12% 8% 16% -20%
Benadryl (n=50) 2% 0% 2% 2% 0% 2% 6% 8% 18% 16% 44% 46%
Claritin (n=50) 2% 2% 0% 0% 2% 2% 6% 6% 22% 10% 48% 44%
Detractors Promoters
NPS % of Promoters (9s and 10s)
Detractors (0 through 6) = -‐
Copyright 2010. Key Lime Interac6ve and UserZoom. All Rights Reserved.
Aker spending about 10 minutes on the site, three of the four medica6on sites had a high NPS score indica6ng that the user experience for the given tasks did not adversely affect loyalty. Allegra had the lowest NPS score of -‐20%.
Allergy Medica6on Brand Percep6on All medica6ons had an increase in brand percep6on pre to post, indica6ng that the sites have op6mized the experience to meet expecta6ons for the given tasks.
Allegra’s brand percep6on is significantly lower than the other brands
72%
48%
82%
78%
16%
28%
64%
38%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Alavert
Allegra
Benedryl
Clari6n
Pre
Post
40%
18%
20%
56%
Average increase: 34%
Task 1 – Open Browse
Research allergy medica6ons online
Rank Domain # of visits %
1. Webmd.com 87 44%
2. Zyrtec.com 26 13%
3. Clari6n.com 23 12%
4. Healthcentral.com 23 12%
5. Mayoclinic.com 20 10%
6. Nih.gov 8 <5%
7. Allergyescape.com 7 <5%
8. Singulair.com 6 <5%
9. Clevelandclinic.org 4 <5%
10. Drugs.com 4 <5%
Mean Time on Task 1 – 3:10
Sites (n=50 per site)
Success Ease of
comple;ng task
Sa;sfac;on with Time
Encountered Problems / Frustra;ons
KLI Score
Alavert 96% 76% 71% 20% 82%
Allegra 92% 70% 78% 22% 80%
Benadryl 94% 84% 80% 28% 86%
Clari6n 98% 64% 66% 26% 77%
Task 2 Metrics
Locate general informa6on about allergy medica6ons
Indicates significantly worse than top runner
Indicates top runner
22% clicked on “Learn about Allergies” 22% clicked on “Manage Allergies” 15% clicked on “Clari6n Products”
Clari6n par6cipant clicks were distributed across the main naviga6on.
Task 2: Find Allergy Informa6on
Clari6n par6cipant clicks were distributed across the main naviga6on.
Task 2: Find Allergy Informa6on
31% clicked on “Allergy Info”
15% clicked on the “Allergy Tracker”
Sites (n=50 per site)
Success Ease of
comple;ng task
Sa;sfac;on with Time
Encountered Problems / Frustra;ons
KLI Score
Alavert 61% 92% 92% 10% 81%
Allegra 2% 18% 22% 70% 21%
Benadryl 42% 90% 90% 18% 72%
Clari6n 78% 92% 84% 8% 86%
Task 3 Metrics
Locate product coupons
Indicates significantly worse than top runner
Indicates top runner
*unable to track the behavior on main por6on of site due to design of site (full flash inserted with wmode=window instead of opaque or transparent into webpage not supported)
52% clicked on “Coupons” menu link
26% clicked on the “Save on Clari6n” Print & Save Coupon
The majority of Clari6n par6cipants clicked on “Coupons” or “Save on Clari6n”. Task 3: Locate Product Coupon
Most Alavert par6cipants clicked on the two busons containing “Coupon”
Task 3: Locate Product Coupon
50% clicked on “Get a Coupon” link
35% clicked on “Get Coupon” buson
Task 3: Locate Product Coupon
36% clicked on the search box
18% clicked on “About Allegra-‐D”
10% clicked on “About Allergies”
52% of Allegra par6cipants used search.
Task 3: Locate Product Coupon
Why Allegra par6cipants were not able to complete task 3
Overall Metrics
Sites (n=50 per site)
Overall Sa;sfac;on
Ease of Use Organiza;on Visual Appeal KLI Score
Alavert 82% 87% 88% 80% 84%
Allegra 50% 48% 50% 68% 53%
Benadryl 84% 88% 88% 84% 86%
Clari6n 88% 84% 80% 86% 85%
Indicates significantly worse than top runner
Indicates top runner
Overall Ranking using KLI score
Overall Online User Experience Rank
1 Benadryl
2 Clari6n
3 Alavert
4 Allegra
Sta4s4cally equivalent
Q&A
UserZoom (USA)
440 N. Wolfe Rd. Sunnyvale, CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuez [email protected]
Key Lime Interactive
1221 Brickell Avenue Miami FL 33131 Phone: 1 (305) 804 2930 Contact: Ania Rodriguez [email protected]
Thanks so much for your time!
Check out our upcoming events at www.userzoom.com & www.keylimeinteractive.com