SCORR 2015 CRO CMO Website EvaluationReport

1< TABLE OF CONTENTS

2015 CRO/CMO WEBSITE EVALUATION REPORT

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Introduction ........................................................3Objective ............................................................3Methodology .......................................................4

CRO Evaluation• Overview ............................................................................ 6• Commercial Analysis ............................................................ 6• Technical Analysis .............................................................. 18• Summary ........................................................................... 32

CMO Evaluation• Overview .......................................................................... 34• Commercial Analysis .......................................................... 34• Technical Analysis .............................................................. 42• Summary ........................................................................... 50

Key Findings .....................................................52Recommendations .............................................53

TABLE OF CONTENTS

Legal disclaimer© SCORR Marketing 2015 This report contains the opinions of SCORR Marketing, Inc. and is provided solely for informational purposes. SUCH REPORT IS PROVIDED, “AS IS” AND WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING WITHOUT LIMITATION THE IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.


INTRODUCTION

OBJECTIVE

In today’s marketplace, your website is a significant component of your marketing strategy. Your website is available globally, 24-7, and provides easy access to your company’s information. It allows you to differentiate your brand, promote your services and products and provide customer service. Your website also establishes your expertise and experience and builds your credibility.

Research indicates:• 74% of business buyers conduct more than half their research online before making

offline purchases(1)

• 66-90% of the buying journey is complete before the vendor is ever contacted(2)

• 61% of global Internet users research services and products online prior to making decisions(3)

Is your website performing at its maximum capability for you?

Is your site easy to navigate? Is it optimized for SEO? Does it engage your target audience? Are users finding the information they need? Does your site differentiate you from your competitors? Are you capturing leads and generating sales?

Are you sure? You might be surprised to find out that your site is not doing as well as you think.

SCORR Marketing annually analyzes the websites of leading drug development services companies, evaluating them on both commercial and technical criteria. For the first time this year, SCORR Marketing is sharing the results of this analysis to help educate the industry about what CROs and CMOs can do to improve their most important marketing tool.

In this report, we take an objective, in-depth look using a clear set of technical and commercial criteria. You’ll learn which companies in our industry are doing well and which ones are not. You’ll discover what these sites have done specifically to differentiate themselves and promote their services and products – and what they could have done better. From this information, many of you will also be able to evaluate your own website and determine your site’s strengths and weaknesses.

Sources: (1) Forrester Research (2) LinkedIn Marketing Solutions Blog (3) HubSpot


SCORR Marketing analyzed the websites of 17 prominent companies in the drug development services industry. These companies were categorized into two groups: contract research organizations (CROs), which includes two preclinical companies, seven clinical companies and four comprehensive companies that offer an all-inclusive range of services, and four contract manufacturing companies (CMOs). These companies include:

CROs• Charles River• Chiltern• Covance• Frontage • ICON

• INC• inVentiv• MPI• PAREXEL• PPD

• PRA• QPS• Quintiles

CMOs• Capsugel• Catalent

• Lonza• Patheon

All sites were evaluated on two sets of criteria: commercial and technical. A five-point scale was used to rate each website in 24 separate areas. These criteria include:

COMMERCIAL CRITERIA(5-point rating scale - 5=high, 1=low)

TECHNICAL CRITERIA (5-point rating scale - 5=high, 1=low)

Expertise Ease of Use

Differentiate benefits Ability to view on mobile devices

Differentiate services Ease of navigation

Scientific expertise Links

Functionality Location of contact information

Client login/access Searchability

Media relations/news/events Site maps

Sell services and products Design/Layout

Strategy Appealing visuals/graphics

Address needs of buyers/visitors Consistency

Consistent voice of content Readability

Information relevance Use of Technology

Unique identifiers/differentiators Interactivity

Visible Web strategy Multimedia/video/animation

SEO in HTML development (page title, meta description & image alt text)

Social media/blog

The websites were reviewed and evaluated in July and August 2015. One website was re-launched in September and reviewed again in October.

METHODOLOGY


CRO WEBSITE ANALYSIS COMMERCIAL AND TECHNICAL


OVERALL CRO SCORES (120 POINTS POSSIBLE)

1. MPI – 102.5 8. PPD – 94.5

2. PAREXEL – 101.0 9. PRA – 93.0

3. Quintiles – 100.5 10. Chiltern – 89.5

4. ICON – 98.5 11. INC – 83.5

5. QPS – 98.5 12. inVentiv – 81.5

6. Charles River – 97.0 13. Frontage – 75.5

7. Covance – 96.5

CRO EVALUATION OVERVIEW

CRO COMMERCIAL ANALYSIS

CRITERIA CHARLES RIVER

CHILTERN COVANCE FRONTAGE ICON INC INVENTIV MPI PAREXEL PPD PRA QPS QUINTILES AVERAGE

Expertise/Inviting

Differentiate benefits 3.0 3.0 3.0 3.0 4.0 5.0 3.0 5.0 4.0 3.0 3.0 4.0 3.0 3.54

Differentiate services 4.0 4.0 5.0 4.0 5.0 3.0 4.0 4.0 4.0 4.0 4.0 5.0 5.0 4.23

Scientific expertise 4.0 5.0 5.0 4.0 5.0 3.0 5.0 5.0 4.0 4.0 5.0 5.0 5.0 4.54

Functionality

Client login/access 5.0 4.0 5.0 4.0 4.0 3.0 2.0 4.0 5.0 4.0 4.0 3.0 5.0 4.00

Media relations 4.0 3.0 5.0 2.0 5.0 4.0 4.0 3.0 5.0 4.0 5.0 2.0 5.0 3.92

Sell services and products 4.0 3.0 3.0 3.0 3.0 4.0 3.0 4.0 4.0 4.0 3.0 4.0 4.0 3.54

Strategy

Address needs of buyers/visitors 5.0 3.0 3.0 2.0 3.0 2.0 3.0 4.0 3.0 3.0 3.0 4.0 4.0 3.23

Consistent voice of content 2.0 4.0 5.0 3.0 4.0 4.0 3.0 4.0 5.0 4.0 4.0 4.0 5.0 3.92

Information relevance 5.0 4.0 5.0 3.0 4.0 5.0 4.0 4.0 5.0 4.0 4.0 3.0 4.0 4.15

Unique identifiers/differentiators 4.0 4.0 3.0 4.0 4.0 4.0 3.0 4.0 5.0 2.0 4.0 3.0 4.0 3.69

Visible Web strategy 2.0 4.0 3.0 3.0 4.0 3.0 4.0 4.0 5.0 3.0 3.0 4.0 3.0 3.46

Commercial Point Totalblue–highest/red–lowest 42.0 41.0 45.0 35.0 45.0 40.0 38.0 45.0 49.0 39.0 42.0 41.0 47.0 42.23

Overall, the evaluation found that most of the CRO websites are designed well; however, there is a significant difference of nearly 30 points between the highest ranking site and lowest ranking site. See what the higher performing companies are doing on each commercial and technical criterion to differentiate themselves, and discover where CROs are not performing as well.

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CRO COMMERCIAL ANALYSIS - Expertise/Inviting

Differentiate BenefitsDifferentiating your services from your competition is an important step in building buyer preference within the drug development services market. Your prospective clients not only need to know what services you offer but they will also want to understand what each service entails.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

3.0

3.0

4.0

3.54

3.0

5.0

3.0

3.0

3.0

4.0

3.0

5.0

3.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Charles River, Chiltern, Covance, Frontage, inVentiv, PPD, PRA, QuintilesThese companies provide a listing of services, but do not offer any information on the benefits their services provide or how they are differentiated from their competitors. Statements such as Quintiles’ “Improve Your Probability of Success” and inVentiv’s “Advancing Clinical Innovation,” fall short because they are not validated with any concrete evidence.

Highest Rankings INC, MPIThese companies substantiate their benefits with numbers and percentages. INC supports its statements with study metrics, videos and articles, and MPI utilizes sponsor testimonials to express benefits.

8


Differentiate ServicesDifferentiating your services from your competition is imperative to building buyer preference within the drug development services market. When your company offers a similar suite of services to the same audience as your competition, you must use your website to communicate your competitive advantage.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

5.0

4.0

4.0

4.0

4.23

5.0

4.0

5.0

4.0

4.0

5.0

4.0

3.0

4.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking INCINC’s services section would benefit by adding more in-depth information and links to related materials as visitors specifically come to websites to gather more information.

Highest Rankings Covance, ICON, QPS, QuintilesThe companies that received the highest rankings not only listed the services they provide, but also described in detail what they do and how each service benefits the client. On its site, Quintiles also provides links to relevant materials, such as case studies, posters and fact sheets, on each service page.

9


Scientific ExpertiseA website is an effective tool for building credibility and trust by demonstrating knowledge and experience in relevant therapeutic areas, indications and phases. The best way to show expertise is through original content such as white papers, webinars, videos and blogs.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

5.0

4.0

4.0

4.0

4.54

5.0

5.0

5.0

5.0

5.0

5.0

4.0

3.0

5.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking INCINC scored the lowest due to the lack of an explicit demonstration of scientific expertise through original content.

Highest Rankings Chiltern, Covance, ICON, inVentiv, MPI, PRA, QPS, QuintilesQPS’ “Scientific Reference” section and Covance’s “Knowledge Library” both give visitors access to a vast array of peer-reviewed articles, posters, white papers and webinars covering a wide variety of topics.

10

CRO COMMERCIAL ANALYSIS - Functionality

Client Login/AccessA client or investigator portal makes it easy for stakeholders to access gated information. Portals can also be used to provide targeted information to specific groups such as study participants, investigators and sponsors.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

4.0

4.0

5.0

4.00

5.0

5.0

4.0

5.0

4.0

2.0

3.0

3.0

4.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking inVentivAt the time of review, inVentiv’s “Study Participants” English-language page showed an error message.

Highest Rankings Charles River, Covance, PAREXEL, QuintilesClient login links are easily accessible from the top of most pages. Charles River has eight distinct customer portals allowing access to test results, study data or one of the company’s proprietary software platforms.

11


Media Relations/News/EventsCompanies use press releases and events to enhance awareness and increase visibility. Your website should have an easy to locate section with your most recent information and contact information so members of the media can effortlessly contact the appropriate person for more information as well as to arrange for articles and interviews.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

5.0

4.0

2.0

5.0

3.92

5.0

3.0

5.0

3.0

4.0

2.0

4.0

4.0

5.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Frontage, QPSNeither Frontage nor QPS use their websites to communicate with the media. The news links that are posted on both sites are irregularly updated.

Highest Rankings Covance, ICON, PAREXEL, PRA, QuintilesThese websites have pages dedicated to news and events, which feature up-to-date information. Quintiles gives the contact information for each of its offices around the world and has a “Request an Interview” form.

12


Sell Services and ProductsWebsites are used to sell services and products 24 hours a day. Getting visitors to your website is one thing, but keeping them on the site, and convincing them that they want to buy from you is another. It is extremely important that your website features a compelling value proposition and communicates your services and products. You also need to make sure it includes a call-to-action to motivate visitors to move to the next step in the buying process.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

3.0

4.0

3.0

4.0

3.54

3.0

4.0

4.0

3.0

3.0

4.0

4.0

4.0

3.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Chiltern, Covance, Frontage, ICON, inVentiv, PRAWhile each of these websites provides information on the products and/or services being offered, they fail when it comes to sales technique. None directly ask for the visitors’ business or offer convenient paths to initiate a conversation.

Highest Rankings Charles River, INC, MPI, PAREXEL, PPD, QPS, QuintilesNone of the companies in this evaluation received a perfect score in this category; however, the companies that ranked the highest clearly state their products and/or services on their home pages and offer more detailed explanations within the appropriate subpages.

13

CRO COMMERCIAL ANALYSIS - Strategy

Address Needs of Visitors/BuyersBusiness-to-business buyers typically do extensive research before making a purchase decision. Therefore, your website needs to have sufficient information to answer questions the buyer may have come to your site to get answered. Not having enough information about your company, products and/or services may deter buyers from contacting your company directly or filling out a form to request a proposal or demo.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

3.0

3.0

2.0

3.0

3.23

3.0

4.0

4.0

3.0

3.0

4.0

5.0

2.0

3.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Frontage, INCThroughout its website, INC encourages visitors to call for more information. However, by adding better information about its services and expertise, INC can improve its ability to answer potential questions of visitors, who might otherwise click elsewhere to get the information they need. Frontage can enhance visitors’ ability to find information by allowing unrestricted access to its scientific materials.

Highest Ranking Charles RiverOn the Charles River website, information about products, services and therapeutic expertise is easy to find, plus the eight customer portals make it easy for clients to find the information that relates to their specific needs. The site also has contact information on nearly every page and it is the only website with a “Customer Support” tab in the main navigation.

14


Consistent Voice of ContentAll content on a website should be written in the same voice and have a consistent tone to help establish professionalism, knowledge and credibility.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

4.0

3.0

5.0

3.92

5.0

4.0

5.0

4.0

3.0

4.0

2.0

4.0

4.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking Charles RiverThe varying points-of-view across the Charles River website is noticeable. On many pages, writing will shift from third person to first person.

Highest Rankings Covance, PAREXEL, QuintilesThese websites successfully utilize a unified tone for all content. Quintiles places a strong emphasis on first person collective point-of-view, with all content written as “we” (Quintiles) addressing “you” (customer).

15


Information RelevanceAll information on a website should be relevant to its target audience, be timely and up to date. This includes blog posts, event pages and press releases.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

4.0

3.0

5.0

4.15

5.0

4.0

4.0

4.0

4.0

3.0

5.0

5.0

4.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Frontage, QPSWhile these websites provide product and services information that is relevant to the targeted audiences, the news pages on each site are not up to date.

Highest Rankings Charles River, Covance, INC, PAREXELThese companies scored the highest for having current information, posting their current press releases and adding new content to their blogs and event pages.

16


Unique Identifiers/DifferentiatorsA company’s website should feature its corporate branding, core messaging and differentiators.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

2.0

4.0

5.0

3.69

3.0

4.0

4.0

4.0

3.0

3.0

4.0

4.0

4.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking PPDPPD utilizes its corporate colors — purple and bright green — throughout the website, but there is little else in the way of unique branding.

Highest Ranking PAREXELPAREXEL’s tagline, “Your Journey. Our Mission.” is apparent throughout the website, which helps articulate the company’s experience in every phase of the drug development process.

17


Visible Web StrategyEvery website should have a clear strategy, meaning that the company’s positioning and target audience should be obvious. A website strategy should feature an overarching core message that is reinforced in the demonstration of expertise, features and benefits to differentiate themselves from competitors.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

3.0

3.0

5.0

3.46

3.0

4.0

3.0

4.0

4.0

4.0

2.0

3.0

3.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking Charles RiverAlthough it appears professionally designed, the Charles River website lacks a central theme and content.

Highest Ranking PAREXELPAREXEL’s website content is designed around the message, “Your Journey. Our Mission.” Multiple pages on the site — with a dedicated section on the home page and a tab on the navigation bar — take the visitor through the development journey from planning to post launch. The term “journey” is reiterated extensively throughout the site.


CRITERIA CHARLES RIVER

CHILTERN COVANCE FRONTAGE ICON INC INVENTIV MPI PAREXEL PPD PRA QPS QUINTILES AVERAGE

Ease of use

Ability to review on mobile devices 4.0 5.0 4.0 1.0 1.0 5.0 1.0 5.0 1.0 4.5 4.5 5.0 4.5 3.50

Ease of navigation 4.5 5.0 3.0 5.0 4.5 3.5 5.0 5.0 4.5 5.0 4.0 5.0 4.0 4.46

Links 4.5 4.0 3.5 4.0 4.0 2.0 5.0 4.5 4.0 4.5 3.5 4.0 3.5 3.92

Location of contact information 5.0 5.0 4.5 4.5 4.5 3.5 4.5 5.0 4.0 4.5 4.5 5.0 4.0 4.50

Searchability 5.0 5.0 4.0 4.0 5.0 5.0 1.0 5.0 5.0 5.0 5.0 5.0 4.5 4.50

Site maps 3.0 1.0 5.0 4.0 5.0 1.0 5.0 3.0 5.0 5.0 1.0 5.0 2.5 3.50

Design/Layout

Appealing visuals/graphics 3.5 3.5 4.0 2.0 3.5 3.0 3.0 4.0 3.0 3.5 5.0 4.0 3.5 3.50

Consistency 5.0 4.0 4.5 4.5 5.0 4.0 4.5 5.0 4.5 5.0 4.5 5.0 4.5 4.62

Readability 3.0 4.5 4.0 4.0 4.5 3.5 4.5 3.0 4.5 4.5 3.0 4.5 4.0 3.96

Use of Technology

Interactivity 4.0 2.0 2.5 1.0 3.0 2.0 2.0 4.0 4.0 2.5 5.0 3.0 4.0 3.00

Multimedia/videos/animation 5.0 3.0 4.0 1.0 4.0 3.0 2.0 5.0 5.0 3.0 5.0 3.5 5.0 3.73

SEO in HTML development(page title, meta description & image alt text)

4.0 3.0 4.5 4.5 5.0 3.0 4.0 4.0 4.0 4.5 4.0 4.5 5.0 4.15

Social media/blog 4.5 3.5 4.0 1.0 4.5 5.0 2.0 5.0 3.5 4.0 2.0 4.0 4.5 3.65

Technical Point Totalblue–highest/red–lowest

55.0 48.5 51.5 40.5 53.5 43.5 43.5 57.5 52.0 55.5 51.0 57.5 53.5 51.00

CRO TECHNICAL ANALYSIS

19

CRO TECHNICAL ANALYSIS - Ease of Use

Ability to Review on Mobile DevicesEvery website needs to be mobile adaptive/responsive, or there needs to be a mobile-specific version for users to access when not using a desktop or laptop. This gives users more access to your company no matter what device they are using. The experience of using a mobile site needs to closely match that of the desktop.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

1.0

4.5

1.0

1.0

3.50

4.0

5.0

4.5

5.0

1.0

5.0

4.0

5.0

4.5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Frontage, ICON, inVentiv, PAREXELThese companies don’t have mobile-optimized sites.

Highest Rankings Chiltern, INC, MPI, QPS All these companies have mobile sites that provide an experience similar to their desktop version.

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Ease of NavigationNavigation can make or break a site when it comes to retaining visitors, keeping them engaged on the site and driving sales conversions. Strong site navigation is easy to interact with and intuitive, so visitors can quickly find the information that interests them. Breadcrumbs, a type of navigation aid, are an increasingly popular technique to help visitors keep track of where they are in the site by providing text links to each of the previous pages in the path.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.5

5.0

5.0

4.5

4.46

3.0

5.0

4.0

5.0

5.0

5.0

4.5

3.5

4.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking CovanceCovance’s navigation is presented via a “hamburger-style” menu, which requires the user to take an action (click/touch) to see content. Breadcrumbs on the Covance site make navigation easier, but the unusual menu design creates an uncomfortable experience overall.

Highest Rankings Chiltern, Frontage, inVentiv, MPI, PPD, QPSOn these sites, navigation is obvious and easy to access in the main header as well as in the sidebar on internal pages. Most subpages are directly accessible from the main navigation menu. Links are straightforward and traditional, giving users a sense of familiarity and comfort.


21


LinksLinks are useful as they allow visitors to easily navigate your site; they establish an information hierarchy and can expand your ranking power for search engine optimization. The links on your website need to be easily identifiable, meaning they should be underlined, colored and/or weighted differently than normal text. Buttons, rollovers and other clickable areas must be intuitive and obvious to be effective.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

4.5

4.0

4.0

3.92

3.5

4.5

3.5

4.0

5.0

4.0

4.5

2.0

3.5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking INCOn this site there is a lack of immediate visual indicators with inline text links. There is some differentiation made with varying text weights, but the lack of specific color or style differences, such as underlines, makes links tougher to identify.

Highest Ranking inVentivButtons and clickable areas incorporate hover or rollover states, which tell the user which items are clickable. Text links are identified by using an alternate weight and color.

22


Location of Contact InformationContact information is one of the most important elements of a website. It must be easy to find or should be placed where users are likely to look for it, such as at the top right of the page and/or in the footer.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.5

4.5

4.5

4.0

4.50

4.5

5.0

4.0

5.0

4.5

5.0

5.0

3.5

4.5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking INCWhile the contact page link can be found in the main menu and in the footer, it is not placed prominently at the top right of the home page.

Highest Rankings Charles River, Chiltern, MPI, QPSMPI’s phone number and email address are located in the header and are visible on every page without having to go to a subpage. Each of these sites has a link to the contact page on the main navigation.

23

SearchabilityEvery website needs to offer a site-search function to help the user quickly find the information they need. The search tool needs to be intuitive and return the expected results. This tool is normally found in the main menu or header.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

5.0

5.0

4.0

5.0

4.50

4.0

5.0

4.5

5.0

1.0

5.0

5.0

5.0

5.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking inVentivinVentiv’s website doesn’t have a search function.

Highest Rankings Charles River, Chiltern, ICON, INC, MPI, PAREXEL, PPD, PRA, QPSThe search tool is easily accessible in the header or main navigation. Each result displayed includes a content excerpt, which provides extra context to help users make selections.


24

Site MapsSite maps are important for search engine optimization (SEO) because they make it easier for Google and other search engines to find all the Web pages they might otherwise miss when indexing. The XML site map allows you to specify additional information about each URL such as when it was last updated; how often the site changes; and how important the page is in relation to other pages on the site. Google ranks Web pages, not websites, so it is important that you also include a site map page that outlines all of the links to pages within your site.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

5.0

5.0

4.0

5.0

3.50

5.0

3.0

2.5

1.0

5.0

5.0

3.0

1.0

1.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Chiltern, INC, PRAThese sites don’t have XML site maps. Nor do they have site map pages accessible via navigation.

Highest Rankings Covance, ICON, inVentiv, PAREXEL, PPD, QPSThese sites all include a site map that lists and links all internal pages and they all also have an XML site map.


25

CRO TECHNICAL ANALYSIS - Design/Layout

Appealing Visuals/Graphics More than anything, appealing visuals can attract attention, engage visitors and make a positive first impression of your brand and website. Great design and graphics get users to feel more confident in your company and stay on your website longer. Companies should spend the time to develop a look and feel that effectively communicates their branding in a way that is consistent with current website design techniques.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

3.5

3.5

2.0

3.0

3.50

4.0

4.0

3.5

3.5

3.0

4.0

3.5

3.0

5.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking FrontageThe limited use of visuals throughout the Frontage website gives it a dense and heavy look. When images are used, most appear to be stock.

Highest Ranking PRAPRA uses a combination of stock and high-quality custom photography, which adds to the visual appeal of the website.

26


Consistency Websites need to be internally and externally consistent. Internal consistency means that standards and conventions for graphics, design elements and templates/layouts are applied throughout all content. For example, the search tool or navigation should remain in the same location on every page. External consistency means that the website follows general practices that are found on other sites. Well-established conventions include navigation at the top or left of the page, content in the center and related materials or promotions on the right.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

5.0

5.0

4.5

4.5

4.62

4.5

5.0

4.5

4.0

4.5

5.0

5.0

4.0

4.5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Chiltern, INCOverall, both sites are consistent in appearance, but there are a few areas of inconsistency in photography and button hover styles.

Highest Rankings Charles River, ICON, MPI, PPD, QPSThese sites all featured consistent visuals — color, templates, fonts, buttons, styles, etc.

27


Readability The content on your website is of little or no value unless it is easy to read and comprehend. Content that is easy to understand makes it easier for visitors to quickly identify, read and internalize the information you are sharing. Readability is improved through concise copy, compartmentalization of text using heading and subheadings, the use of bulleted lists and text formatting, along with photos, charts and graphs. Appropriate typefaces, font sizes, white space and colors are essential.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.5

4.5

4.0

4.5

3.96

4.0

3.0

4.0

4.5

4.5

4.5

3.0

3.5

3.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Charles River, MPI, PRACharles River could improve its site’s readability by adding white space within its internal page templates along with typography refinements and reduced use of blocked-in elements.

Highest Rankings Chiltern, ICON, inVentiv, PAREXEL, PPD, QPSAll these sites present and organize their content well so that it is easily comprehended.

28

CRO TECHNICAL ANALYSIS - Use of Technology

InteractivityA dynamic and interactive website will attract more visitors than a static site. To increase interactivity, you should utilize videos or slideshows or present content based on user preference or selection.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

3.0

2.5

1.0

4.0

3.00

2.5

4.0

4.0

2.0

2.0

3.0

4.0

2.0

5.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking FrontageThis site does not feature many options for user interaction.

Highest Ranking PRAPRA’s “Discover Your PRA” in the Careers section is a great example of user interactivity. The feature allows visitors, specifically job seekers, to learn about the company and its employees.

29


Multimedia/Videos/AnimationTo keep visitors engaged and on your website, incorporate video or animation into your content. To be effective, multimedia needs to be professionally produced with clear communication objectives.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.0

3.0

1.0

5.0

3.73

4.0

5.0

5.0

3.0

2.0

3.5

5.0

3.0

5.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking FrontageThe Frontage website fails to include any video, multimedia or animated content or effects, making it appear outdated.

Highest Rankings Charles River, MPI, PAREXEL, PRA, QuintilesThese sites feature a high amount of video that helps increase engagement.

30


SEO in HTML Development (Page Title, Meta Description & Image Alt Text)Search engine optimization is the process of maximizing the number of visitors to your site by ensuring it ranks high in search engines results. Among the techniques to achieve this is using unique page titles and meta descriptions that are specific to each page on your site. Search engines cannot parse images, so alternative text (known as alt attribute) to represent the images should be provided.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

5.0

4.5

4.5

4.0

4.15

4.5

4.0

5.0

3.0

4.0

4.5

4.0

3.0

4.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Rankings Chiltern, INCThese websites don’t have XML site maps or unique meta descriptions, which can negatively affect SEO.

Highest Rankings ICON, QuintilesPage titles and meta descriptions are unique and meet character limit suggestions, which are 70 characters for page titles, and 155 for meta descriptions. Quintiles did a better job than others in providing alternative text for images.

31


Social Media/BlogIntegrating your website with social media is a great way to increase awareness of your online brand. The same way social networking is used to incentivize prospects to visit your website, your site can be used to drive people to your social media. Your website should feature buttons, widgets and/or live feeds to make it easy for users to interact with your social media accounts or external blogs.

0 1 2 3 4 5

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

InVentiv

INC

ICON

Frontage

Covance

Chiltern

Charles R

4.5

4.0

1.0

3.5

3.65

4.0

5.0

4.5

3.5

2.0

4.0

4.5

5.0

2.0

AverageScore

Quintiles

QPS

PRA

PPD

PAREXEL

MPI

inVentiv

INC

ICON

Frontage

Covance

Chiltern

CharlesRiver

Lowest Ranking FrontageFrontage doesn’t have a blog or any social media integration other than links to external social profiles.

Highest Rankings INC, MPISocial media icon links are located in MPI’s website header along with a link to subscribe to the mailer. There’s also a link to MPI’s blog in the main navigation.


CRO SUMMARY

Commercial Criteria• The highest average score for a commercial criterion is for scientific expertise (4.54 out of 5). As a

group, the clinical CROs do well in demonstrating expertise by exhibiting knowledge in a variety of relevant areas or by giving visitors access to original content.

• CROs do a decent job in differentiating services (4.23) and information relevance (4.15).

• The lowest average scores for commercial content are for address needs of buyers (3.23) and visible Web strategy (3.46).

Technical Criteria• As a group, the CRO websites are on the right track with basic technical website construction. The

highest average scores for a technical content criterion are for consistency (4.62 out of 5) location of contact information (4.50) and searchability (4.50). Another criterion with a relatively high average score is ease of navigation (4.46).

• CROs received their lowest average score for interactivity (3.00). These companies also performed poorly in appealing visual/graphics, site maps and ability to review on mobile devices (3.50 each).

• Four of the 13 companies received a one out of five for not having properly designed mobile versions of their sites.


CMO WEBSITE ANALYSIS COMMERCIAL AND TECHNICAL


OVERALL CMO SCORES (120 POINTS POSSIBLE)

1. Catalent – 105.5

2. Capsugel – 92.0

3. Lonza – 91.5

4. Patheon – 91.5

CMO EVALUATION OVERVIEW

CRITERIA CAPSUGEL CATALENT LONZA PATHEON AVERAGE

Expertise/Inviting

Differentiate benefits 4.0 3.0 3.0 4.0 3.50

Differentiate services 4.0 5.0 4.0 5.0 4.50

Scientific expertise 4.0 5.0 4.0 5.0 4.50

Functionality

Client login/access 4.0 3.0 4.0 3.0 3.50

Media relations 5.0 4.0 5.0 5.0 4.75

Sell services and products 4.0 5.0 4.0 4.0 4.25

Strategy

Address needs of buyers/visitors 4.0 4.0 4.0 4.0 4.00

Consistent voice of content 3.0 5.0 4.0 4.0 4.00

Information relevance 3.0 5.0 4.0 4.0 4.00

Unique identifiers/differentiators 4.0 5.0 2.0 4.0 3.75

Visible Web strategy 4.0 4.0 3.0 5.0 4.00

Commercial Point Total blue–highest/red–lowest 43.0 48.0 41.0 47.0 44.75

In our evaluation of CMO websites, all companies ranked fairly well in both commercial and technical criteria, although there are still areas in which each website can improve. See what best practices these top drug development services companies are utilizing and what they could do to gain better differentiation and strategic advantage.

CMO COMMERCIAL ANALYSIS

35

Differentiate BenefitsHow do buyers benefit from using your services rather than a competitor’s? Beyond making claims that your product or service is better, you must prove the benefits to create brand preference among buyers.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

3.50

4.0

3.0

3.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Catalent, LonzaCatalent’s differentiating benefit, that it’s the “World’s #1 Partner” needs to be better supported by facts. Lonza’s benefits are implied throughout the website, but not stated outright.

Highest Rankings Capsugel, PatheonThere were not any perfect scores in this category as none of the companies specifically stated benefits or provided supporting evidence. Both Capsugel and Patheon tell visitors what they are committed to, but do not supply any supporting evidence.

CMO COMMERCIAL ANALYSIS - Expertise

Differentiate ServicesDifferentiating your services from your competition is an important step in building buyer preference within the drug development services market. Your prospective clients not only need to know what services you offer but they will also want to understand what each service entails.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

4.50

5.0

4.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Capsugel, LonzaBoth of these sites present their services but Capsugel’s presentation feels somewhat fragmented while Lonza’s presentation may be overwhelming.

Highest Rankings Catalent, PatheonCatalent provides information to differentiate its services by specific phases and its “Solutions by Phase” feature is interactive and easy to understand. Patheon details its services offering through descriptions and specific solutions within each category.

36

CMO COMMERCIAL ANALYSIS - Expertise

Scientific ExpertiseA website is an effective tool for building credibility and trust by demonstrating knowledge and experience in relevant therapeutic areas, indications and phases. The best way to show expertise is through original content such as white papers, webinars, videos and blogs.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

4.50

5.0

4.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Capsugel, LonzaAlthough these companies scored well, their websites feature noticeably less original content than the leaders in the category.

Highest Rankings Catalent, PatheonCatalent demonstrates its scientific expertise with a “Thinking” page that allows visitors to browse through published content on a wide range of topics. Patheon also makes its published content easily accessible, and its “Ask the Experts” page allows visitors to submit questions directly to the company’s specialists.

37

Client Login/AccessA client or investigator portal makes it easy for stakeholders to access gated information. Portals can also be used to provide targeted information to specific groups such as study participants, investigators and sponsors.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

3.50

3.0

4.0

3.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Catalent, PatheonNeither of these sites have a client login.

Highest Rankings Capsugel, LonzaBoth of these sites have client login areas. Capsugel also has pages dedicated to job seekers and investors, as well as a “Customer Portal.”

CMO COMMERCIAL ANALYSIS - Functionality

Media Relations/News/EventsCompanies often use media outlets to communicate newsworthy messages and interact with the public. Your website is an ideal tool to promote news and events about your company, with contact information made available so that members of the media can reach out for information.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 5.0

5.0

5.0

4.0

4.75AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Catalent Although Catalent does do a good job in its “News and Events” page, its public-facing efforts are noticeably less complete than other CMOs.

Highest Rankings Capsugel, Lonza, PatheonEach of these websites feature updated news and events pages as well as areas dedicated to investors and the media.

38

CMO COMMERCIAL ANALYSIS - Functionality

Sell Services and ProductsWebsites can be used to sell services and products 24 hours a day. Getting visitors to your website is one thing; convincing them to make buying decisions is another. It’s important that your website communicates your most persuasive buying propositions and calls-to-action to motivate visitors to make decisions.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

4.25

4.0

4.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Capsugel, Lonza, PatheonAll these companies offer a laundry list of services and products, but need to improve their value propositions to motivate visitors to take action.

Highest Ranking CatalentOn Catalent’s home page, sliding panels direct visitors to the “NEW OptiForm Solution Suite,” which allows visitors to provide information about their molecule to receive options across Catalent’s eight oral technologies. Utilizing this interactive approach, Catalent is simultaneously educating, engaging the visitor and generating leads.

39

Address Needs of Visitors/BuyersBusiness-to-business buyers typically do extensive research before making any purchase decision. Therefore, a website needs to have sufficient information to answer questions the buyer may have come to your site to get answered. Not having enough information about your company, services or products will deter buyers from contacting your company directly or filling out a form to request a proposal or demo.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

4.00

4.0

4.0

4.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Highest Rankings / Lowest Rankings Capsugel, Catalent, Lonza, PatheonAll four CMOs do a creditable job addressing the needs of buyers, though each could be improved by better targeting visitors and directing them to the appropriate information. Lonza is the only site that features a shopping cart tool.

CMO COMMERCIAL ANALYSIS - Strategy

Consistent Voice of ContentAll content on the website should be written in the same tone. Whether it is serious, scientific or casual, all writing should be from a single point-of-view. Consistent use of tone helps establish professionalism, knowledge and credibility.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 3.0

4.00

4.0

4.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Capsugel Capsugel often refers to itself by its name in the third person, and then switches to a first person point-of view within the same paragraph.

Highest Ranking CatalentThere is a consistent, active voice in first person collective point-of-view. The tone is serious and professional, with more focus on selling than education.

40

Information RelevanceAll information on the website should be relevant to the target audience and be timely and up to date. This includes blog posts, event pages and news stories.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 3.0

4.00

4.0

4.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Capsugel The information on the Capsugel site is dedicated to dosage forms and solutions, but its current news sections does not appear to be regularly updated.

Highest Ranking CatalentCatalent’s website is centered on its services, and its home page is regularly updated with news, events and Twitter posts.


Unique Identifiers/DifferentiatorsA company’s website should feature the corporate branding, and the Web content should reflect the company’s core messaging including its unique identifiers and differentiators.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

4.0

2.0

5.0

3.75AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Lonza Lonza’s tagline is featured on each of the eight rotating home page panels; however, there is no further information elaborating on its significance. Lonza’s unmemorable logo gets lost on each page and fails to draw the eye.

Highest Ranking CatalentCatalent’s “Why Catalent” approach asks a question and provides the answer, while also promoting its new OptiForm Solution Suite.

41


Visible Web StrategyEvery website should have a clear strategy, meaning that the company’s positioning and target audience should be obvious. A Web strategy should feature an overarching core message that is reinforced in the demonstration of expertise, differentiation of services and benefits, and unique brand identifiers.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

4.00

5.0

3.0

4.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking LonzaLonza’s website is divided between its seven services and products categories, but there isn’t an overarching message or theme tying them together.

Highest Ranking PatheonThe main focal point of Patheon’s website is the tagline “A Healthier World. Delivered.” This is apparent immediately upon visiting the home page, and throughout the site in the copy, images and videos.


CMO TECHNICAL ANALYSIS

CRITERIA CAPSUGEL CATALENT LONZA PATHEON AVERAGE

Ease of Use

Ability to review on mobile devices 3.0 4.0 3.0 5.0 3.75

Ease of navigation 4.5 4.0 4.5 3.5 4.13

Links 3.5 4.0 3.5 3.0 3.50

Location of contact information 4.5 5.0 4.5 2.0 4.00

Searchability 5.0 5.0 5.0 5.0 5.00

Site maps 4.0 5.0 4.0 1.0 3.50

Design/Layout

Appealing visuals/graphics 4.0 4.5 4.0 4.5 4.25

Consistency 5.0 5.0 5.0 5.0 5.00

Readability 4.5 3.0 4.5 4.0 4.00

Use of Technology

Interactivity 4.0 4.5 4.0 2.5 3.75

Multimedia/videos/animation 2.0 5.0 2.0 3.0 3.00

SEO in HTML development(page title, meta description & image alt text)

4.0 4.5 4.0 3.0 3.88

Social media/blog 1.0 4.0 2.5 3.0 2.63

Technical Point Totalblue–highest/red–lowest

49.0 57.5 50.5 44.5 50.38

43

Ability to Review on Mobile DevicesSales of desktops and even laptops continue to fall as the market strengthens for new smartphones and tablets. These days, every website needs to be mobile adaptive or at least provide a mobile-specific version for users. Giving users access to your website on a variety of platforms greatly extends its reach and enhances usability. The best mobile-adapted sites create an experience for the user closely matched to that found on a desktop.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 3.0

3.75

5.0

3.0

4.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Capsugel, Lonza Neither Capsugel nor Lonza have mobile-specific sites.

Highest Ranking PatheonThe Patheon mobile site is easy to use and read and most closely matched the desktop website experience.

CMO TECHNICAL ANALYSIS - Ease of Use

Ease of NavigationNavigation can make or break a site when it comes to retaining visitors, keeping them engaged on the site and driving sales conversions. Strong site navigation is easy to interact with and intuitive, so visitors can quickly find the information that interests them. Breadcrumbs, a type of navigation aid, are an increasingly popular technique to help visitors keep track of where they are in the site by providing text links to each of the previous pages in the path.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.5

4.13

3.5

4.5

4.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Patheon Patheon’s navigation is a drop-down menu located at the top right of the page. It’s not as easy to access as normal navigation bars, forcing users to work harder to find the information they want.

Highest Rankings Capsugel, LonzaOn these sites, navigation is easily accessible in the main header and sidebar on internal pages. Most subpages can be accessed from the main navigation menu. Links are all straightforward and traditional.

44

LinksLinks are useful, because they allow users to easily navigate your site, establish information hierarchy and can expand your ranking power for search engine optimization. The links on your website need to be easily identifiable, meaning they should be underlined, colored and/or weighted differently than normal text. Buttons, rollovers and other clickable areas must be intuitive and obvious to be effective.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 3.5

3.50

3.0

3.5

4.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Patheon There is a lack of visual indicators with inline text and button links outside of a cursor change, although footer and side navigation menus feature a mouse-over change, which provides users with feedback.

Highest Ranking CatalentButtons and clickable areas incorporate hover or rollover states, which tell the user which items are clickable. Text links are identified by using an alternate weight and color.


Location of Contact InformationContact information is one of the most common, and important, elements of a website because in most instances, contact with a prospect represents the ultimate success of a Web interaction. Contact information must be easy to find and should be placed where users most often look for it: at the top right of the page and/or in the footer.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.5

4.00

2.0

4.5

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Patheon The contact links are only found in the footer. The “Connect” links for clients, investors, suppliers and media members all go to the same page.

Highest Ranking CatalentThe contact link is immediately obvious and easily accessible in the main navigation and footer.

45

Searchability

A site-search function is vital for the content-heavy websites that are standard in the drug development services industry. Website visitors use search tools as a last resort when needed information isn’t easily accessible. Best practices dictate that search boxes be clearly visible, quickly recognizable and easy to use. A simple search tool —an input field and search button — works best. Result pages should include hyperlinked titles, URLs and page content previews.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 5.0

5.00

5.0

5.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Highest Rankings Capsugel, Catalent, Lonza, PatheonThe search tool is easily accessible in the header or main navigation. Each result displayed includes a content excerpt, providing extra context to help users make selections.


Site MapsSite maps are important for search engine optimization (SEO) because they make it easier for Google and other search engines to find all the Web pages they might otherwise miss when indexing. The XML site map allows you to specify additional information about each URL such as when it was last updated; how often the site changes; and how important the page is in relation to other pages on the site. Google ranks Web pages, not websites, so it is vitally important that you also include a site map page that outlines all of the links to pages within your site.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

3.50

1.0

4.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Patheon Patheon doesn’t include a specific site map or site overview page and doesn’t appear to have an accessible sitemap.xml file.

Highest Ranking CatalentThe Catalent website includes a site map page that lists and links all internal pages, and it also has an XML site map.

46

Appealing Visuals/Graphics More than anything, appealing visuals attract attention and engage visitors. Appealing visuals can improve first impressions of your website and your brand. Great design and graphics get users to trust your company and stay on your website longer. Companies should spend the time to develop a look and feel that effectively communicates their branding in a way that is consistent with current website design techniques.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

4.25

4.5

4.0

4.5

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Capsugel, Lonza Both sites feature heavy use of stock photography.

Highest Rankings Catalent, PatheonCatalent’s unique graphics help illustrate the information on the subpages. Patheon’s custom photography adds to the visual appeal of the website, especially the home page, and the “gloved hand” imagery effectively incorporates the company’s brand messaging.

CMO TECHNICAL ANALYSIS - Design/Layout

ConsistencyWebsites need to be internally and externally consistent. Internal consistency means that standards and conventions for graphics, design elements and templates/layouts are applied throughout all content. For example, the search tool or navigation should remain in the same location on every page. External consistency means that the website follows general practices that are found on other sites. Well-established conventions include navigation at the top or left of the page, content in the center and related materials or promotions on right.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 5.0

5.00

5.0

5.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Highest Rankings Capsugel, Catalent, Lonza, PatheonAll four demonstrated a consistent and cohesive use of color, typography, photography, layout and navigation throughout. For example, Patheon consistently used a full width image on the top of its pages with a sidebar on the right.

47

ReadabilityThe content on your website is of little or no value unless it’s easily readable. Highly readable content makes it easier for visitors to quickly identify, read and internalize the information you’re sharing. Readability is improved through concise copy, compartmentalization of text using headings and subheadings, the use of bulleted lists and text formatting, along with photos, charts and graphs. Appropriate typefaces, font sizes, white space and colors are essential, as well.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.5

4.00

4.0

4.5

3.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Catalent The typography hierarchy could use work to improve overall readability.

Highest Rankings Capsugel, LonzaBoth the Capsugel and Lonza websites use visuals and headers well, which help break up the text blocks and make the copy easier to read and understand.

CMO TECHNICAL ANALYSIS - Design/Layout

48

InteractivityA dynamic and interactive website will attract more visitors than a static, boring one. Showcase your services in a video or slideshow or present content based on user preference or selection.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

3.75

2.5

4.0

4.5

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Patheon Patheon’s website is primarily static with brochure-type content. Video content is limited to the video page, and the “Ask the Experts” feature is a missed opportunity for user interaction.

Highest Ranking CatalentCatalent’s website is very interactive, with many videos and slideshows.

CMO TECHNICAL ANALYSIS - Use of Technology

Multimedia/Videos/AnimationTo keep visitors engaged and on your website, incorporate video or animation into your content. To be effective, multimedia needs to be professionally produced with clear communication objectives.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 2.0

3.00

3.0

2.0

5.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Capsugel, Lonza These websites lack multimedia elements and rely too heavily on text.

Highest Ranking CatalentCatalent features a high amount of video that helps increase engagement.

49

SEO in HTML Development (Page Title, Meta Description & Image Alt Text)Search engine optimization is the process of maximizing the number of visitors to your site by ensuring it ranks high in search engines results. Among the techniques to achieve this is using unique page titles and meta descriptions that are specific to each page on your site. Because search engines cannot parse images, alternative text (known as alt attribute) to represent the images should be provided.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 4.0

3.88

3.0

4.0

4.5

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Ranking Patheon Most images on the Patheon site are missing alt attributes — the alternative text to represent the images.

Highest Ranking CatalentThe Catalent site has above average SEO utilization — good page titles, semantic markup and a sitemap.xml file. There are opportunities to optimize page title lengths (fewer than 70 characters) and page meta description lengths (approximately 150-160 characters). There also needs to be more consistent use of alternative text for images.

CMO TECHNICAL ANALYSIS - Use of Technology

Social Media/BlogIntegrating your website with social media is a great way to increase awareness of your online brand. The same way social networking is used to incentivize prospects to visit your website, your site can be used to drive people to your social media. Your website should feature buttons, widgets and/or live feeds to make it easy for users to interact with your social media accounts or external blogs.

0 1 2 3 4 5

AverageScore

Patheon

Lonza

Catalent

Capsugel 1.0

2.63

3.0

2.5

4.0

AverageScore

Patheon

Lonza

Catalent

Capsugel

Lowest Rankings Capsugel The Capsugel website doesn’t have any integration of social media anywhere on its website.

Highest Ranking CatalentCatalent’s home page features its Twitter feed and social media icons that link to the company’s Facebook, Twitter, LinkedIn and YouTube profiles.


CMO SUMMARY

Commercial Criteria• The highest average score for commercial content criteria is for media relations/news/events

(4.75 out of 5). Differentiate services and scientific expertise also received high average scores (4.50).

• While only one of the four websites has an explicit area targeted to media, all four have easy-to-find areas for users to locate news, events and investor relations.

• Two of the lower average scores for commercial content are for differentiate benefits (3.50) and unique identifiers/differentiators (3.75). As a group, the CMOs should improve their messaging to explain their benefits and how they are better than the competition.

Technical Criteria• CMOs received their highest overall technical scores in consistency and searchability, with

all four companies receiving five points. CMOs also received a 4.25 average score for appealing visuals/graphics.

• There are significant opportunities for CMOs to improve social media/blog (2.63) and multimedia/videos/animation (3.00). Three of the four CMOs received three or fewer points on these criteria.

• CMOs also need to improve the basics of search engine optimization — site maps and links both received relatively low average scores (3.50 each).


OVERALL CRO/CMO KEY FINDINGS AND RECOMMENDATIONS


OVERALL KEY FINDINGS

This report is based on detailed evaluations of the websites of some of the leading drug development services companies, including 13 CROs — preclinical, clinical and comprehensive — and four CMOs. Although a range of scores is to be expected, the variation between the best and worst performers in many categories is relatively small, indicating at least a foundation of knowledge in all companies regarding what constitutes good website design. For many, small refinements in their current program, such as the addition of an online site map, would make significant improvements in their overall performance. Although the companies evaluated were of comparable size, in many cases smaller companies did a better job of satisfying evaluation criteria because the website was clearly the centerpiece of their marketing program.

Leading the Pack• The three top-scoring websites belonged to Catalent (105.5 total points out of a possible 120),

MPI (102.5) and PAREXEL (101.0).

• PAREXEL received the highest commercial score (49 points out of a possible 55).

• QPS tied with Catalent and MPI for the top position for the technical criteria (at 57.5 points out of a possible 65); however, it also tied for 11th place for commercial.

Falling Behind• With 75.5 total points, Frontage received the lowest scores for both commercial

and technical criteria.

• Frontage received its only five-out-of-five score for ease of navigation, and received the most one-out-of five ratings with four.

• inVentiv (81.5) and INC (83.5) rounded out the bottom three on both sets of criteria.

Commercial Criteria• In regard to commercial content, all the websites evaluated were good at demonstrating scientific

expertise (4.53 average out of 5), differentiating services (4.29) and having up-to-date information on media relations/news/events (4.12).

• Companies need to do a better job of addressing the needs of visitors (3.41), differentiating benefits (3.53) and utilizing a visible Web strategy (3.59).

Technical Criteria• All companies did well providing consistency through website design and content (4.71), with 15

of the 17 websites receiving a 4.5 or higher.

• Thirteen of the websites received a perfect score for searchability (4.62).

• Websites need to improve the amount of interactive content (3.18), the integration of social media and blogs (3.41) and utilization of site maps (3.50).

Then and Now• Overall, average scores have increased from 86.95 (72% of total possible points) in 2012 to

93.68 (78%) in 2015.

• The biggest increase in scores comes from websites being adapted for mobile platforms, with the average score increasing from 1.83 to 3.56.

OVERALL RECOMMENDATIONS

The standards for websites change as technology and user habits evolve. Mobile responsiveness, search engine optimization and interactivity through multimedia weren’t considerations five or 10 years ago. Today, these are vital. Plain and simple, companies in the drug development services industry that aren’t considering these three aspects today are losing opportunities.

Too often we see companies develop a website and consider their work finished. You concentrate on evolving your services and products to meet your customers’ changing needs, and you must do the same with your website. You must continually adapt your website to reflect current best practices and ensure optimal performance to effectively reach buyers.

Is it challenging to update your website? You bet it is. And, it can be expensive, too. But, you can’t afford not to. As we mentioned earlier, nearly three-quarters of business buyers research their potential purchase online before making their decision to buy. To reach these buyers, we recommend you make incremental updates regularly in addition to complete redesigns every few years.

User experience is key to your website’s effectiveness. As we saw in this report, companies may do a great job of listing their services but unless they are able to clearly explain what their services are and how their services are better than their competitors, then they aren’t effective. If websites provide all the necessary information but the website is hard to navigate or the information is presented in a boring or unorganized way, then what good is it? Excelling in a few of these criteria in this report isn’t enough. To be effective — to truly engage users — companies must work on all these criteria.

Make your website easy to navigate and you increase the chances that visitors will find the information they want and will return to your website again. Absolutely create a mobile-adaptive website; to not have one is foolish. A well-designed mobile site not only improves user experience, it also improves your site’s search engine rankings, increasing your company’s visibility to prospective clients.

Optimize your website for search engines. Do you not want better rankings and more visitors? Ensure your site includes the basics: a unique page title and meta description on every page, internal and external links, an XML site map and an HTML site map page.

Your buyers are savvy. They demand information presented well or they click away to see what your competitor is offering. You may only have seconds to persuade them to stay on your site, so, don’t waste that opportunity. Your site should feature a dynamic design and persuasive information that work together to strengthen your branding and differentiate your company, your products and your services. Expressing your company’s unique value proposition through your content strengthens the brand for all aspects of your marketing, so feature it prominently on your home page and throughout your site.

Finally, create original content — white papers, articles, webinars — and organize it well. By doing so, you will help establish scientific expertise and increase your company’s credibility as a thought leader within the industry. Sharing content will help convert prospects into clients. And, the better your content and the more frequently you produce it, the more likely visitors will come back to your website.

As we said at the very beginning of this report, your website is a key piece of your marketing strategy. Of all the ways you touch your customers and prospective customers, your website is the only vehicle available 24 hours a day every single day of the year. Use this report to assess your website. Consider how your online marketing compares to the best practices in the industry. Then, take action to reach your marketing goals. Make your website work for you.

ABOUT SCORR MARKETINGSCORR Marketing, a full-service marketing and communications firm focused on the drug development services industry, is dedicated to achieving results for its global clients by combining strategy and creativity. SCORR has locations across North America and Europe. For more information, visit www.scorrmarketing.com.

Documents

SCORR 2015 CRO CMO Website EvaluationReport