Healthcare Web Sites Benchmarked in New Internet Study

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According to the Internet Standards Assessment Report (ISAR) released by the Web Marketing Association, healthcare sites are strongest in content, copywriting, and ease of use, but lag in use of technology and innovation.

According to the Internet Standards Assessment Report (ISAR) released by the Web Marketing Association, healthcare sites are strongest in content, copywriting, and ease of use, but lag in use of technology and innovation. The ISAR study provides industry benchmarks for Web site development and is based on data collected from nearly 10,000 Web site evaluations in more than 80 industries over the past decade. A copy of the full report can be downloaded at

Healthcare Web sites generally met or performed just below the overall three-year averages for the individual judging criteria with the exception of content and copywriting in which they slightly outperformed.

“Medical healthcare is one of the most competitive industries within the WebAwards, and the scoring average for organizations in the healthcare industry has mirrored the overall ISAR Index since 2000,” said William Rice, president of the Web Marketing Association. “Healthcare organizations have used the Web as a way to open the door to patients, better informing them about the care they and their loved ones are receiving. By offering their services online, healthcare providers and insurers can provide a greater benefit at a lower cost to its online consumers.”

Since 1997, the Web Marketing Association has been conducting its annual WebAward Competition for Web site development. The Internet Standards Assessment Report is the result of nearly a decade of independent evaluations of Web site development based on seven categories: design, innovation, content, technology, interactivity, copywriting and ease of use. The medical industry is represented in the WebAwards with several categories, including medical, healthcare, and pharmaceuticals.

Only medical Web sites were above average for 2005 compared to the ISAR Index, receiving an overall average score of 53.2 (out of a possible 70 points) verses 52.2 for the Index. Pharmaceutical and healthcare Web sites both received an average score of 51.6 while biotechnology was the lowest in the group with an average score of 48.7.

Previous “Best of Industry” WebAward winners in health care-related categories include:

Best Health Care Web site

2005 DLC Solutions & Siteworx for Cochlear Website

2004 Roche Diagnostics for Diabetes Assistant

2003 Columbus Children’s Hospital for Columbus Children’s Hospital Web site

Best Medical Web site

2005 Mojo Interactive for

2004 Roche Diagnostics for ACCU-CHEK Web Site

2003 ASCO for

Best Pharmaceutical Website

2005 SimStar for

2004 MagiClick Digital Solutions for Abdi Ibrahim Pharma Healthcare Portal Morning After Pill

2003 Insight Interactive Group for Website

A complete list of past winners can be found at

Healthcare organizations wishing to have their Web sites evaluated against the ISAR Index and be considered for a WebAward -- a way to boost a Web site’s credibility and marketing efforts -- can nominate their site at

“Of course, as in every industry, there are healthcare Web sites that stand out and others that don’t make the grade,” concluded Rice. “Our goal has always been to be more than just a popularity or beauty contest that rewards brand names and good design. Instead, this ISAR study is designed to return some value to every entrant with input as to what Internet professionals should strive for in their Web site development efforts in an objective, empirical and constructive way.”

About the WebAwards

The 10th annual international WebAwards competition sets the standard of excellence in 96 industry categories by evaluating Web sites and defining benchmarks based on the seven essential criteria of successful Web site development. The goal of the Web Marketing Association, sponsor of the WebAwards, is to provide a forum to recognize the people and organizations responsible for developing some of the most effective Web sites on the Internet today. Entrants benefit from a Web site assessment by a professional judging panel and the marketing opportunities presented to an award-winning Web site. For more information, visit

Note to Editors: If you would like to receive a chart comparing two or more of the industries within the medical and healthcare-related categories within the 2006 ISAR Study.


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