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Digg It - Avoid These 5 Web Site Blunders!
The Web is intended to help people find information quickly and easily. So why do so many sites make it difficult for users to get what they need? While neat design can add impact
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
to your message, make sure the message itself doesn’t get lost in the mix.
As president of a copywriting firm that writes and edits dozens of online projects a year, I've come a
As president of a copywriting firm that writes and edits dozens of online projects a year, I've come a
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
cross several common blunders that prevent effective communication via the Web. Here are my top five:
BLUNDER #1: Hiding who you are and what you do.
It's sad that many s
BLUNDER #1: Hiding who you are and what you do.
It's sad that many s
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ites make it a challenge to figure out what they're about. Yes, it may be cool to have a giant dancing logo on your home page, but don't forget WHY your visitors are there: to lea
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rn what you can DO for them!
Be sure your home page includes a *short overview* that clearly and concisely describes what you have to offer. It's also a good idea to repeat your
Be sure your home page includes a *short overview* that clearly and concisely describes what you have to offer. It's also a good idea to repeat your
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
tagline or a short mission statement on *every page* of your site. Why? People can pop in and land on an inside page via a search engine/directory link that you may not be aware o
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
f. Make sure they know who you are right away.
BLUNDER #2: Writing for print.
Reading copy on a computer screen is different than reading printed text. We read online tex
BLUNDER #2: Writing for print.
Reading copy on a computer screen is different than reading printed text. We read online tex
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
t more slowly, and we tend to scan rather than read because, visually, the words are harder to digest. Help your users find key words and concepts quickly by making your copy "sca
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nnable." Instead of intro paragraphs, use subheads. Use shorter sentences, paragraphs, and pages. Use bulleted lists. And use hyperlinks to give readers more info if they want it.
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
BLUNDER #3: Writing too formally.
Online readers expect a personal, upbeat tone. If you write like a bureaucrat, you risk turning off many users. Think ACTIVE voice rath
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
er than passive. (For example, instead of saying “the computer must be turned on” say “turn on the computer.”) Write to your customers like you'd talk to them, and nix any industr
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
y jargon they may not understand.
Interestingly, I occasionally see the opposite problem. For example, a respected law firm's site shouldn't shout excitedly at customers as in a
Interestingly, I occasionally see the opposite problem. For example, a respected law firm's site shouldn't shout excitedly at customers as in a
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
sweepstakes offer. Ask yourself: "How do my customers like to be talked to?" and that's your answer.
BLUNDER #4: Designing cryptic navigation.
Unfortunately, many sites d
BLUNDER #4: Designing cryptic navigation.
Unfortunately, many sites d
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
on't seem to be truly designed with the end user in mind. Consider why users are visiting your site, then turn those reasons into your main navigation choices. Try to limit them t
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
o 8 or less. Then, create sub-navigation within those choices. But if there's an especially popular page on your site, why not put a special direct link from the home page? For ex
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ample, on the home page of our site, we keep a direct link to our latest article or information about new awards we’ve won.
BLUNDER #5: Making it difficult to contact you or p
BLUNDER #5: Making it difficult to contact you or p
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
lace an order.
I recently visited the Web site of an acclaimed furniture manufacturer, and I was ready to order one of their renowned ergonomic chairs. I clicked around, foun
I recently visited the Web site of an acclaimed furniture manufacturer, and I was ready to order one of their renowned ergonomic chairs. I clicked around, foun
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d the chair I wanted, and then quickly grew irate. Not only couldn't I find where to order it online, I couldn't even find their phone number to call and order one or find the nea
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
rest dealer! The results? One lost customer.
Put your phone number, an e-mail link, and a link to your order form (if you have one) on EVERY page of your Web site. Don't rely on
Put your phone number, an e-mail link, and a link to your order form (if you have one) on EVERY page of your Web site. Don't rely on
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
your users having the patience to take a few extra steps. Make it as easy as possible, and they'll be much more likely to follow through (and return)!
(c) 2002 Alexandria K. Brow
(c) 2002 Alexandria K. Brow
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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