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Medical & Pharma
B2B Medical & Pharma UX Research
Explore how business buyers find, evaluate and order medical and pharma products online. Baymard’s research covers supplier catalogs, detailed product information and purchasing interactions, giving teams guidelines and examples for reviewing the experience across desktop and mobile websites.
Research the details that support business purchasing
A medical or pharma catalog needs to support both precise product searches and careful evaluation of unfamiliar items. The research examines navigation, list information, product descriptions and specifications alongside checkout and account tools. Use it to discuss how buyers locate relevant information and progress through the site.
Key UX challenges for B2B medical and pharma
Product information and supporting details
Read the medical and pharma benchmark’s findings on specifications, supporting documents and pricing information, and explore how these affect the evaluation of supplier products.
Search that accommodates small mistakes
Explore broader research on autocomplete for misspelled queries, relevant when buyers search a medical or pharma catalog using product terms that may be unfamiliar.
Descriptions that answer buyer questions
Use broader product-page research to examine the substance of descriptions, helping teams identify where buyers might otherwise have to infer missing details about products.
B2B medical and pharma research, in numbers
These figures describe the current B2B medical and pharma research collection.
330+
B2B medical and pharma UX guidelines
3,400+
B2B medical and pharma UX performance scores
2,600+
B2B medical and pharma best practice examples
B2B Medical & Pharma
Baymard’s UX research provides you with 330+ UX guidelines for B2B Medical & Pharma ecommerce sites, along with 3,400+ UX performance scores and 2,600+ best practice examples from B2B Medical & Pharma sites.
The research includes B2B Medical & Pharma ecommerce websites such as:McKesson, Medline, Henry Schein, Sigma Aldrich, Waters, Abcam,
8 × Themes
How the B2B medical and pharma research was conducted
The medical and pharma study examines ecommerce websites that sell or distribute products to business buyers. Its coverage includes companies such as McKesson, Medline, Henry Schein and Thermo Fisher, with research on finding products, reviewing information and using purchasing and account interfaces.
Researchers manually benchmark 10 industry sites against research-based UX criteria, recording both scores and implementation examples. The 2026 benchmark highlights issues in supporting documentation, consistent specifications, pricing and search, providing concrete context for evaluating the information available to buyers.
The findings also draw on Baymard’s wider ecommerce research, which uses moderated think-aloud testing alongside selected eye-tracking and quantitative studies. Together, the findings and examples help teams connect observed user difficulties with specific interface decisions.
Explore B2B medical and pharma UX benchmarks
Explore supplier case studies including McKesson, Medline, Abcam and Thermo Fisher. The benchmark connects UX assessments with examples of product discovery and evaluation, while a demo can show how to find research relevant to your catalog and purchasing journeys.
How teams use Baymard’s research
Testimonials
“I’m an avid user of your reports and recommendations. I have leveraged your articles and findings throughout my career in B2B, B2C, and hospitality.”
Testimonials
“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.”
Looking for an expert review of your site?
Baymard’s B2B medical and pharma UX audit applies the research to an expert review of your own experience.
See the B2B medical and pharma research in action
Book a demo to explore how the guidelines, examples and benchmarks can support your B2B medical and pharma UX decisions.