Lipitor ranks highest pharmaceutical brand for digital experience – UserZoom study finds

2022 benchmarking study of US cholesterol medication brands finds highest QXscore for Lipitor at 80   

San Jose, CA – June 09, 2022UserZoom, the pioneer of the Digital User Experience (UX) Insights category, today announced the findings of its 2022 Pharma Digital Experience Study, revealing Lipitor ranks highest for digital user experience amongst buyers of five leading cholesterol medication brands in the United States. 

The 2022 Pharma Digital Experience Study comes as America’s Center for Disease Control and Prevention - the leading science-based, data-driven, service organization - recently found 38% of Americans have high cholesterol. Too much cholesterol puts individuals at risk from heart disease and strokes, two of the leading causes of death in the United States.      

This mixed-methods study is based on responses from 500 prospective buyers of leading cholesterol medication brands Lipitor, Crestor, Repatha, Livalo, and Leqvio. 

The user experience of each cholesterol medication brand’s website is ranked on UserZoom’s proprietary QXscore benchmarking system, which combines observed behavioral task success alongside attitudinal measures across usability (ease of use), trust, appearance and loyalty (NPS) into an easy-to-understand grade from 1-100. This is the only experience grading method (QXscore) that combines both attitudinal and behavioral data, allowing business leaders to easily quantify the impact of experience performance, so they are able to make digital investment decisions that drive customer satisfaction and revenue.

Based on the 100-point QXscore scale, the companies scored as follows:

·       Lipitor: 80

·       Crestor: 78

·       Repatha: 78

·       Livalo: 73

·       Leqvio: 71

The study compares the customer expectations, content and website experience when buying cholesterol medications through the five brands’ websites. All participants have been diagnosed with, or have concerns about, high cholesterol, and are currently taking or considering taking medication to help lower it.    

Lipitor’s digital website UX received the highest QXscore of the five sites evaluated. And three sites – Lipitor, Crestor, and Repatha – were classed as having a good experience. Livalo and Leqvio had the lowest QXscore, but were found to be on the high end of an “average” experience.     

Simplicity Still Key For Seamless Digital User Experience

Just like UserZoom’s previous studies, the Pharma Study found that simplicity is key when it comes to designing self-service websites for purchasing cholesterol medication. Indeed, users expect to see a tab - or button – near the top of the page when looking for how the medication works for side effects. And pharmaceutical brands are encouraged to use clear naming conventions to help users navigate to more important information quickly and easily. 

“Congratulations to Lipitor and their website’s user experience for attaining UserZoom’s highest QXscore, following the release of our latest Pharma Digital Experience Study,” said Kuldeep Kelkar, SVP of Global Research, UserZoom. "Pharmaceutical companies spend a lot of money raising awareness of their products through advertising. However, in the digital era, patients want information immediately and regularly research the details of medications and their side effects before speaking with a doctor. Pharmaceutical companies use their digital properties to ensure patients are well informed, so good UX is critical to both the patient journey, and companies’ bottom lines. UserZoom's QXscore helps companies measure both the attitudinal and behavioral data of their customers.”

A study by CapGemini found that there are significant brand benefits to nurturing a relationship with emotionally invested customers. Emotionally loyal customers spend more. According to the research, 70% of emotionally engaged customers spend up to two times more on brands they are loyal to, compared with less than half (49%) of consumers with low emotional engagement.  

UserZoom’s 2022 Pharma Digital Experience Study, follows the release in April of the company’s 2022 US Life Insurance Digital Experience Study, which found Mutual of Omaha ranked highest for digital user experience amongst US prospective life insurance customers. 


The Pharma Study is based on responses from a nationally representative sample of 500 adults in the US over the age of 26, who have been diagnosed with - or have concerns about - high cholesterol and are currently taking cholesterol medication. The brands that were scored include: Lipitor (n=100), Crestor (n=100), Repatha (n=100), Livalo (n=100), Leqvio (n=100). 

About UserZoom:

UserZoom is the leading Digital User Experience Insights System. Its all-in-one platform, participant recruitment engine and professional services provide the in-depth quantitative and qualitative insights essential to testing, measuring and improving digital product experiences at speed and scale throughout the product development lifecycle. UserZoom helps businesses connect insights to their most important performance metrics, so they can make confident, customer-focused decisions that drive growth and deliver competitive advantage. With operations in North America and Europe, the company helps global brands such as Google, Oracle, Aetna, Santander, Kimberly-Clark, and half of the Fortune 100 raise the bar for an outstanding digital experience. To learn more, visit

UserZoom press contact: 

Douglas Keighley –