Negoiating Pfizers Lyrica site is a pain

Internet marketing 101: put yourself in your customers shoes and layout the website navigation as customers go through their thought process. This is called intuitive navigation and it is laid out as the result of the thought process customers go through as they determine if your product is right for them. If you have different segments in your audience then you need segment them on the home page or secondary page with different web navigation structures. The Lyrica site ignores all these simple principles and as thus becomes a billboard for everything the brand wants you to know. Here's a news alert for the people who designed this horrible website: you don't control your message on the Web people do with the click of a mouse and if you try and do too much you will loose them.

"Where do I start?"

What does all this tell me? Well it tells me that Pfizer spent millions of dollars on their new DTC campaign and use the leftover scraps to create a website without the same testing and thought that went into their TV commercials. This is so old-school thinking while ignoring new-school media concepts including search-engine optimization, data mining and personalization. Once again pharma spends millions of dollars to get people to a website that does not do the the job of completing the questions customers have. Nice try but this website is a major letdown.