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Pharma Webinar Industry Study

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The study background is based over four pharma leaders in allergy products: Allegra-D, Alavert, Benadryl and Claritin. Each site will be tested using UserZoom's unique Online User Experience research …

The study background is based over four pharma leaders in allergy products: Allegra-D, Alavert, Benadryl and Claritin. Each site will be tested using UserZoom's unique Online User Experience research method and technology.

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  • 1. Webinar: Pharmaceutical Industry UX Benchmark Study November 16th, 2010
  • 2. 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)
  • 3. Introductions Alfonso de la Nuez Founder & Co-CEO at UserZoom   Ania Rodriguez Founder and CEO at Key Lime Interactive  
  • 4. 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
  • 5. 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  
  • 6. Study Background
  • 7. 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  
  • 8. 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?
  • 9. 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>.
  • 10. 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
  • 11. Methodology and Technology
  • 12. 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
  • 13. 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 SurveysFocus Groups Qualitative Quantitative BehaviorAttitudes
  • 14. How does UserZoom add value?
  • 15. •  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
  • 16. User recruitment options Choose the user recruitment yourself   Panel*   Intercept   Private mailing list *Partners of  
  • 17. 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?  
  • 18. Executive Summary
  • 19. 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.
  • 20. 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
  • 21. 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. ”
  • 22. 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. ”
  • 23. 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.  ”  
  • 24. Findings and Opportunities
  • 25. 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%)
  • 26. 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%.    
  • 27. 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%  
  • 28. 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  
  • 29.  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  
  • 30. 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  
  • 31. 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”  
  • 32.  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)  
  • 33. 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  
  • 34. 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  
  • 35. 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.  
  • 36. Task  3:    Locate  Product  Coupon   Why  Allegra  par6cipants  were  not  able  to  complete  task  3  
  • 37. 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  
  • 38. Overall  Ranking  using  KLI  score   Overall  Online  User  Experience  Rank   1   Benadryl   2   Clari6n   3   Alavert   4   Allegra   Sta4s4cally   equivalent  
  • 39. Q&A
  • 40. UserZoom (USA) 440 N. Wolfe Rd. Sunnyvale, CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuez alfonso@userzoom.com Key Lime Interactive 1221 Brickell Avenue Miami FL 33131 Phone: 1 (305) 804 2930 Contact: Ania Rodriguez ania@keylimeinteractive.co Thanks so much for your time! Check out our upcoming events at www.userzoom.com & www.keylimeinteractive.com

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