Vicky- The simple answer is for the same reason any product uses a professional to endorse it. The same reason Kobe Bryant endorses sneakers...on a conscious level we know that he probably doesn't wear the same ones we can buy in the store, but sub-consciously we fall for it, whether it's idolatry, trend-following, or the belief that maybe, just maybe, there's a chance that the product is really that good. The tricky thing about pharma websites is that they are also monitored by the professional themselves, so credibility is an absolute requirement. Not all of the people you see in lab coats are actual doctors or nurses (though many are), but they are all saying things that have a strong clinical basis and adhere to FDA marketing guidelines. You will never, EVER see a "Joe Isuzu" add for a prescription drug, at least not for US consumers. As for using video and sound, the answer should be equally obvious; some people are audtory learners, others visual. You have to appeal to both if you want to stay in business. Dante Murphy Director of Information Architecture Digitas Health
________________________________ > Many pharmaceutical websites have taken to using video to advocate for > their products (that is, a physician or someone representing a physician > talking about the product). > > Is there any research around as to why it's these type of sites that use video and sound? ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
