Please login to the form below

Does your medical information service work for your users?

Customer Experience Consultant Nilu Davies reveals how you can ensure your medical information service is fit for purpose.
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.

More than analytics

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.


What are heuristics?

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.


Download the full article from Blue Latitude Health

4th May 2018

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom

Latest content on this profile

Understanding COVID-19 and varying responses across the globe
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.
Blue Latitude Health
Top 5 tips for a multi-indication product launch
Senior Associate Consultant Sana Rahim and Senior Consultant Victoria Clark explain the lessons the team has learned from launching six different indications of an oncology product in an accelerated timeframe.
Blue Latitude Health
If our patients are diverse, why are clinical trials so white?
Despite facing worse health outcomes, minority populations are often left out of clinical trials and miss the opportunity to participate in life-saving research. Associate Consultant Ling Song explores this issue and calls for the pharmaceutical industry to change its approach.
Blue Latitude Health
Engaging physicians during COVID-19
COVID-19 has drastically changed the lives of healthcare professionals. They are emotionally and physically drained and under huge amounts of pressure. They also need pharma’s help. Senior Consultant Pany Koizi outlines five principles for engaging with physicians during the pandemic.
Blue Latitude Health
Fishawack Health adds market access and commercial strategy consultancy Skysis as part of its bold growth plans
Fishawack Health, the global healthcare communications agency, announces the acquisition of Skysis, a boutique consulting firm providing integrated market access and commercial strategy solutions based in the US.
Blue Latitude Health
Perspective: the patient edition
In this issue of Perspective magazine, we explore how the industry can place a greater emphasis on patient-centricity, and how pharmaceutical companies are working with patients across the product lifecycle to develop therapies that better serve their unmet needs.
Blue Latitude Health