The Online User Experience That Can Drive Action for Your Brand

06 November 2019

FiercePharma

Promoting change is difficult, so it’s empowering to learn that online health information can inspire health-improving actions. Research firm KR&I, in a month-long digital ethnography study sponsored by Verywell, found that an impressive 50 percent of research participants felt that there was something they could do in response to information they found.

The way the health information is presented makes a difference. A positive search experience leaves readers better equipped to make changes that improve their lives — and overall health outcomes.

Recipe for Success: Ingredients for a Positive UX

Audiences have specific needs — factors they seek when they turn to Google or a specific health website for answers. In the study, KR&I determined four clear-cut factors that impacted the research participants’ emotions. These four factors embody the essence of their human needs:

  1. Ease of Navigation: Can information be found quickly and intuitively?
  2. Relevance to the Query: Does it answer my question?
  3. Empathy: Is it relatable to me as a person?
  4. Credibility: Is it from a source I trust?

Let’s look at each more deeply:

Factors of a Negative Experience

Most readers start off feeling terrible when going online. This study found that 82 percent of participants felt “negative emotions” like anxiety, frustration, fear, confusion, and nervousness before starting their search. What could make them feel worse?

Their negative state of mind deepened when they encountered a negative experience. These environments included:

As pharma marketers interested in influencing positive change, assess the user experience potential media partners offer. Knowing the factors to look for, you can determine if the overall experience stands out from the rest and helps drive health actions.

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