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”


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



*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


36% clicked on the search box

18% clicked on “About Allegra-‐D”

10% clicked on “About Allergies”

52% of Allegra par6cipants used search.


Why Allegra par6cipants were not able to complete task 3

Overall Metrics


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%



Overall Ranking using KLI score

Overall Online User Experience Rank

1 Benadryl

2 Clari6n

3 Alavert

4 Allegra

Sta4s4cally equivalent

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

Pharma Webinar Industry Study

Health & Medicine

Transcript of Pharma Webinar Industry Study