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Sunovion tops new Change Sciences User Experience Rankings for Pharmaceutical Industry while McNeil-PPC ranks worst overall
Date:6/19/2013

NEW YORK, June 19, 2013 /PRNewswire-iReach/ -- Today leading web researchers Change Sciences Group (www.changesciences.com) released all new data ranking Pharmaceutical web sites for usability, engagement, and conversion. The rankings are based on Change Sciences' User Experience Cloud platform, which compares how people experience sites with competitors and with the best sites on the web.

The top three performers are easier to use, more engaging and likelier to convert people overall. The bottom performers have usability problems, lack aspects of design that compel people to explore, and are the least likely among the group to convert prospects to customers. In an unusual case, Merck & Co, Inc. had one of its pharma web sites reach the top of the rankings while one site landed at the bottom. Change Sciences co-founder and partner, Pamela Pavliscak, elaborates, "People who visit a pharma site want more health information than any of the sites currently offer. This results in low engagement across the board. Only a few sites go beyond the information you can get on the package to provide a better experience for pharma sufferers."

Compared to other types of web sites, pharma web site visitors are among the least engaged. No single pharma web site or group of sites stands out as dramatically more engaging than other pharma sites. The opportunity for one site in this study to break away from the rest and really engage users is great, as well as in the greater sphere of pharmaceutical sites.

The UX Cloud platform used to conduct this study makes it possible to mine the web for design patterns that engender trust and compel people to act. Without the UX Cloud, decision-makers are often limited to their own internal data about user experience, which will not reveal whether a competitor's site is easier to use or more engaging, and, perhaps most im
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SOURCE Change Sciences Group
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