September 1, 2005 (Vol. 25, No. 15)


Strong Points: Pathways
Weak Points: Nothing significant

Say you’re a biotech company and you want scientists to come visit your site so they can see your products. What’s the best way to get them there? To no one’s surprise, save a surprisingly large number of biotech executives, you’ve got to put something on the site besides product information. The number of requests I get to review commercial sites that are nothing more than ads for products is depressing. Where did these people learn about marketing? The advertising model of television says people will tolerate commercials if there is a good show that goes with it. The designer of Cell Signaling Technology’s page has learned the importance of using content to get site visitors. The bait here is an extensive set of signaling pathways that users can view and then click to download products, as available. The pathways are attractively designed and the commercial aims are not in anyone’s face. Very well done.

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