The Best Global Medical and Pharmaceutical Web Sites (and Why)

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The Best Global Medical and Pharmaceutical Web Sites (and Why): A Healthy Approach to Web Globalization As companies increase their investments in emerging markets, Web globalization has crossed-over from luxury to necessity. But successfully taking a website global isn’’t easy. Every new market and language poses a host of new cultural and technical challenges.This session provides attendees with a solid grounding in web globalization best practices through profiles of real-world medical and pharmaceutical websites, including Eli Lilly, Pfizer, and Johnson & Johnson. Yunker will share key findings from his recent study, The 2008 Web Globalization Report Card, in which he rated more than 200 global Web sites across a dozen industries. Attend this session if you want to learn about: * Global navigation: Tips on improving user traffic to your localized websites. * Global design: How to design a global website that is both globally consistent yet locally flexible. * Global content management: Trends in managing websites across brands and borders. * Translation memory and machine translation: How companies are using these technologies to improve customer support on the web (and lower costs).

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The Best Global Medical and Pharmaceutical Web Sites (and Why) - Presentation Transcript

A Healthy Approach to Web Globalization
- 20+ languages
- Language-agnostic navigation
- Global consistency
- Country and cultural localization
Define “best”
Merck leads in medical/pharma
Languages
The average number of languages reached 20 this year. The medical/pharma category also averaged 20.
Global Navigation
Icons can improve usability
When possible, avoid pull-down menus
Global Consistency
Then…
And now.
Localization
Localization is details
- Currencies
- Measurement systems
- Date and time formats
- Phone number formats
- Local/regional regulations
- Calendars
- Character encoding
- Capitalization
- Collation (Sorting)
- Text input/output
- Keyboard layouts
- Bi-directional input/display
- Paper sizes
- Body language
- Colors and icons
Lots of details…
Plan Release L10n Develop Test Support and Improve Going global: The hard way Once a product is developed for one market, adding markets often requires extensive re-engineering
Plan Release L10n Develop Test Support and Improve Going global: The smart way With I18n addressed early, localization goes more smoothly I18n
Final thoughts…
Think beyond .com
- Develop a tiered localization strategy
- Think (and write) globally from the start
- Be locally empathetic
- Be transparent
John Yunker [email_address]