Pharma Web Branding, Part 10 – Merck

Perusing through the home page design of major pharma companies, today I arrived at Merck.com. First impression – visual overload! Lots of links and sections, not much white space, and the overall sense that it was going to be serious “work” to find what I needed here – or even to know what it is I need.

merck-home-sm.jpg

Of course, that’s a common problem with these big corporate sites, but the compulsion to toss everything into an up-front visual salad is, in my opinion, a fundamental mistake in interface design. Initial impression matters, and in the first few seconds, I, as a visitor, should somehow gain a connection to the company. Here, I just feel overwhelmed.

Merck does open up with a theme “Where patients come first”, which is actually better than some of the taglines that I’ve seen on other sites. However, there is a visual discrepancy that is just wrong – the most prominent graphic panel, top/center, has the headline “How patients come first at Merck” – but then the accompanying graphic is of healthcare professionals! If you’re going to talk about patients, reinforce that message with a visual focused on patients! (note: when you first come on the site, the panel is a little slide show making a few different points – reasonably effective, but the graphic above is where it “lands”)

As with the AstraZeneca site reviewed last time, this site is artificially constrained to accommodate least-common-denominator small-resolution screens. Sigh. The inevitable crowding effect, and the smallish font size, make the experience less pleasing.

Once you get past the home page and start navigating through the site, it’s pretty much big-pharma-info-overload-as-usual – tons of links, sections, and details, with navigation elements at the top, bottom, left, and right. That’s a lot of choices to make!

What distinguishes Merck? From this site, I simply don’t know. Yes, a website exists partially as in information repository. But, at the very top-level, it should immediately tell me about the company – make me feel something important. There should be a single, distinguishing message. I don’t see it here.

Prior website reviews, from my (pharma-oriented) Impactiviti blog:

Wyeth

GSK

Pfizer

J&J

Novartis

Sanofi-Aventis

Abbott

BMS

AstraZeneca

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