|27th April 2018
Medical information websites have a reputation for being difficult to use, leading healthcare professionals through a complex maze to access information. Often these sites have confusing navigational structures and unintentional barriers, which prevent users finding information easily and quickly. This creates a negative brand perception or worse, customers give up on website altogether.
There are several ways to identify usability issues and improve your medical information website. On one hand, usability testing with target customers is seen as the gold standard for identifying website issues, however, it can be expensive and take a long time to complete. On the other hand, clients use website analytics to efficiently to pinpoint issues, but this data can be unreliable.
Website reviews, conducted by usability experts, identify ‘low hanging fruit’ usability issues. They work when usability testing is too cumbersome and analytics fail to give enough information to make problems apparent.
A common type of website review is a heuristic evaluation, in which an expert reviews the website and combines their usability expertise and a set of predefined principles to optimise user experience. During a review of a medical information site, the expert acts as a healthcare professional and completes common information gathering tasks such as finding product information, patient resources, and educational resources. As the expert engages with the website, they will identify usability issues, highlight instances where the website performs well or provides a good user experience. This ensures you only change the sections that need improving and learn from the parts that work best.
To aid their evaluations, the expert may use guiding user experience principles, which are also known as ‘heuristics’. There are many collections of heuristics for evaluating a website.
Although most heuristics tend to focus on interface usability, they can also include other characteristics, which act as a checklist and help the expert to evaluate the site efficiently. This can include good design principles, such as those related to aesthetics; domain-specific principles, including access to prescribing information (PI) within the site; or content related principles, like the information hierarchy on the page.
|27th August 2020
Precision and personalised medicines are more than products, they are services in their own right. So, how should pharma approach this uncharted territory to ensure targeted therapies work for patients?
|28th July 2020
At the beginning of the COVID-19 Pandemic, Senior Account Executive Lauren Fernandes took a course at the London School of Hygiene and Tropical Medicine to better understand how the global response to the virus and to ensure we were best positioned to serve our clients during this challenging time. She shares the key learnings and why understanding the epidemiology of the disease is integral for fighting it.
|14th July 2020
Blue Latitude Health, and our parent company Fishawack Health, have developed exclusive intellectual property, processes and tools to ensure you’re engaging customers in the right way. View our service one-pagers below to find out how we can help solve your challenges whether you’re in a medical, brand, portfolio or an above brand role.