Phebra is a pharmaceutical company based in Australia. They specialise in medicines which are considered to be innovative for the hospital market. Their market place is tailored to serious and life-threatening conditions. They are specialists in their field…
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Phebra is a pharmaceutical company based in Australia. They specialise in medicines which are considered to be innovative for the hospital market. Their market place is tailored to serious and life-threatening conditions. They are specialists in their field. They have a range of pharmaceuticals to cater for the majority of conditions in the "serious" and "life threatening" categories.This project has arisen out of a need to review and improve the existing Phebra website. The task of the new look website will be to communicate the Phebra message in a simple easily readable format. As much information about the company should be placed on a single page, rather than splitting the information into separate pages. This should also make the site easier to navigate. As Phebra were previously known as PharmaLab, it could also be considered as a "rebranding" promotion. Therefore the look and feel of the new site is important, from the perspective of customer branding and effective marketing.The existing design is based on a blue and white colour scheme. The main focus of the front page is the pull down menu which details the products on offer from the company. The site is fairly simplistic on the front page, in that the main sections include the business, products, ordering information and a contacts page. The main theme of the business is covered with the title "Life-enhancing medicines." This is quite effective. The news section on the left of the web page provides information on recent events. At the right of the home page a typical product is featured.
The target audience is not obvious from the home page, even though the intended audience is hospitals. There are no links or information on current customers, even though they market to several countries. The areas Phebra cover is not easily identifiable from the home page information.
The colour scheme is easy on the eye, and has a friendly outlook. The marketing message is good overall, but leaves room for improvement and could be more targeted.
The information on the products however, is not easy to understand to the lay-person i.e. anyone who is not a pharmaceutical professional, and could be improved.
Evaluation of existing design solution
The existing design of the Phebra website is partly based on history, following the change in branding from "PharmaLab" to "Phebra". The site is well established and is attractive. The main problem with the site is that the information is quite technical and not understood by the everyday user. The site may be fine for pharmaceutical professionals, but in order for managers and the general public to find information a description of terms and products could be provided in a more user-friendly manner. They provide a useful contact us page, and the current format is suitable, as is.
From a marketing perspective the text used does get to the point, but could do with a facelift. Their objective is to sell pharmaceutical products to hospitals in several countries. Therefore a simple statement about the products they sell is fine up to a point. However, in order to compete with numerous other companies in the same field, it would help to include demonstrations of products perhaps in flash movie format.
Another way of gaining competitive advantage would be to include testimonials and a list of established customers. This would enhance Phebras reputation is a market leader in their field.
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