Pharma Web Branding, Part 9 – AstraZeneca
February 11, 2008
This week, it’s time to review AstraZeneca‘s home page, in my occasional forays into critiquing the websites of pharmaceutical companies. I don’t do exhaustive site reviews here; just high-level impressions of the home page and the overall navigation design.
When you type http://www.astrazeneca.com into your browser, you arrive at the home page of the AZ International site. Because they are a global company, this is a reasonable choice on the part of the company. It takes a sharp eye (far upper right corner) to find the spot where you’d navigate to the country-specific sites (they did place a fairly prominent link further down for US visitors).
The site design is decent – the use of colors and graphics is better than a lot of the pharma sites I’ve reviewed so far. The width of the site is artificially constrained for older computers, a choice that I hope fewer companies will make in the future. Consequently, the site feels crowded, with a lot of very small text. As with many “Big Pharma” sites, the page is very busy – there are so many categories of information that it can feel overwhelming. However, at least there is an eye-catching graphic front-and-center, with a brief tagline and a reasonably well-crafted corporate summary.
Moving over the U.S. home page, I immediately noticed that the “pedigree” of the site was clearly a derivative of the global site – again, a smart move. However, in this case, because (I assume) the United States user base has a larger percentage of modern computers, the width of the page is increased somewhat, making it feel less compressed than the International site. This site has more variety in the use of graphics, but shares the solid use of color schemes (blue in this case; purple for International).
Going into the sub-menus on the left, the information presented in the middle and on the right changes intelligently, and the overall pleasant graphical design themes continue. There’s a lot of “heavy” information that healthcare/pharma companies have to present, and AZ uses the best method (IMHO) – a prominent graphic with summary statement, followed by a minimum of overview text, followed by links to various other pieces of more detailed information. I never felt “lost” on this site.
In short, this is pretty good execution. Some of the best look/feel and use of color that I’ve seen so far, and a better-than-merely-functional navigation scheme. All of these huge companies must make trade-offs and compromises due to their diverse audiences (patients, healthcare practitioners, shareholders, regulators, lawyers, employees, multiple countries, etc.) and AZ has done a better job than most making a good impression.
Prior website reviews (from my Impactiviti pharma blog):