An interface for confirming, not for persuading.
Generics site design assumes the buyer already decided, so the interface exists purely to let them find, verify and order the reference in as few steps as the catalogue allows.
There is no persuasion journey to design — the interface exists so someone who already knows exactly what they need can find, verify and order it in as few steps as the catalogue structure allows.
This buyer rarely reads a homepage at all; they land on a search results page and expect the exact reference within two clicks. A layout template built for a different subsector was never asked to account for that.
A confirmation-first architecture built for a buyer who already decided, a component system optimised for speed over persuasion, and a review of how many steps the current design adds unnecessarily.
There is no persuasion journey to design for — the interface exists to let someone who already knows exactly what they need find, verify and order it in as few steps as the catalogue allows.
A generics portfolio moves constantly: authorisations granted and withdrawn, presentations added, markets opened, products discontinued. A site where each product is a hand-built page falls behind almost immediately, and an out-of-date generics catalogue causes real commercial damage — a wholesaler who finds a discontinued item listed, or misses one you now supply, simply orders elsewhere. Generating product pages from the same data your regulatory affairs team already maintains means the site is correct because it is derived from the source of truth rather than because someone remembered to update it.
Visitors to a generics site are rarely browsing. They arrive knowing the molecule, the strength and often the pack they need, and they want to establish quickly whether you supply it in their market and whether it is available. Design that leads with corporate positioning puts three clicks between that visitor and their answer. A prominent, forgiving search across molecule, brand and therapeutic class, with results that state market authorisation and presentation immediately, respects why they came — and it converts far better than any amount of homepage messaging about reliability and quality.
What comes up when scoping a site for this category.
Typically a procurement buyer who already has a reference number in hand, arriving with intent close to “generic drug specification search” rather than general browsing. This buyer rarely reads introductory content at all; they land through search expecting the exact molecule, strength, and packaging within two clicks, and anything that delays that lookup reads as friction rather than useful context to this particular visitor.
It should let a buyer filter by molecule, strength, dosage form, and packaging simultaneously, returning an exact match rather than a list to browse through. Search needs to tolerate brand names, INN names, and common misspellings equally, since procurement teams reference generics inconsistently across systems. A fast, forgiving filter matters more here than editorial content, which this buyer typically skips over entirely.
Yes — that includes structured product-data feeds, bulk-order account paths, and catalogue search built for reference-number lookups rather than general browsing. See Generics for the full range of platforms and content we build for this sector, most of it focused on getting a known buyer to a known product as quickly as possible.
Where that is part of your business, yes — a bulk-order or account-based path can sit alongside the standard catalogue browsing experience. Institutional buyers typically need saved order templates, tiered quantities, and a faster reorder route than a first-time retail visitor, so that path is usually built as its own flow rather than adapted from a consumer checkout.
If you can keep it accurate, yes; if you cannot, publish authorisation and supply status instead and be explicit that it is not live stock. An inaccurate availability indicator is worse than none, because a buyer who is misled once stops trusting the whole catalogue. Many manufacturers find the workable middle ground is a clearly dated supply position per market, updated on a defined cycle, which answers the underlying question without promising real-time accuracy the systems cannot support.
A template that was never built for a procurement buyer with a reference number already in hand specifically. Tell us what you have and we will tell you what a structural fix would look like. Tell us your situation and we will tell you what a rebuild for a procurement buyer with a reference number already in hand would actually change.