AbbVie

Connecting Patients with Life-Changing Treatments — Without Barriers

  • Compliance

    WCAG 2.1 AA

    Compliance Achieved

  • Branded Site

    Pharma Marketing Website

  • Real Users

    Tested with Disabled Testers

The Challenge

AbbVie is a global research-driven biopharmaceutical company dedicated to developing therapies that address serious health conditions.

AbbVie is a global research-driven biopharmaceutical company dedicated to developing therapies that address serious health conditions. Their branded pharmaceutical marketing websites serve as a critical resource for patients and caregivers navigating treatment decisions — providing medication information, patient support program details, and resources for connecting with healthcare providers.



When AbbVie's digital team reviewed one of their branded websites against WCAG 2.1 AA standards, it became clear that patients and caregivers relying on assistive technologies were encountering barriers at critical moments — unable to fully access treatment information, support program enrollment details, or safety resources. For a company that invests billions in developing treatments for serious conditions, having an inaccessible website for those same treatments was an unacceptable gap.



AbbVie needed a partner who could deliver more than an audit report — they needed verified remediation and real-world validation that their branded digital experience was genuinely accessible to every patient who needed it.

The Inclusive Web Solution

Inclusive Web performed a thorough human-led WCAG 2.1 AA audit of AbbVie's branded pharmaceutical marketing website, evaluating all patient- and caregiver-facing content and functionality — from treatment information and safety data to patient support program enrollment and provider resources.

Our remediation approach was hands-on and verification-driven. We worked directly with AbbVie's web and regulatory teams to ensure that every fix was implemented correctly within the constraints of pharmaceutical content guidelines, and confirmed each resolution was working before sign-off. The engagement concluded with real-user testing by testers who identify as disabled.

  • Human-led WCAG 2.1 AA audit of the full branded pharmaceutical marketing website

  • Treatment information, safety disclosures, patient support program, and HCP resource flows all evaluated

  • Accessibility review of pharmaceutical-specific content components — important safety information (ISI), modals, and regulatory disclosure elements

  • Remediation approach designed to work within pharmaceutical regulatory content requirements

  • Prioritized roadmap by patient impact and ADA legal risk

  • Fix verification — every resolved issue confirmed working before sign-off

  • Real-user testing with testers who identify as disabled, confirming the patient and caregiver experience across screen readers, keyboard navigation, and voice control

  • Ongoing monitoring to maintain compliance through content updates and regulatory revisions

Real-User Accessibility Testing — When Health Information Must Be Accessible to All

Inclusive Web validated AbbVie's branded pharmaceutical website with testers who identify as disabled and rely on assistive technologies daily — including screen readers (JAWS, NVDA, VoiceOver), keyboard-only navigation, and voice control. In healthcare, this means ensuring that patients, caregivers, and healthcare professionals who need information about a treatment can access it fully and independently — regardless of ability.

The Result

WCAG 2.1 AA compliance achieved across the AbbVie branded pharmaceutical marketing website

All patient and caregiver-facing content and flows — including treatment information, ISI disclosures, and patient support enrollment — made fully accessible

Pharmaceutical-specific content components including safety disclosure modules and regulatory elements made accessible without compromising compliance requirements

ADA Title III legal exposure substantially reduced

Real-user testing confirmed that patients and caregivers with disabilities can access treatment and support information with full independence

Ongoing monitoring in place to protect compliance through regulatory content updates and campaign changes

"We develop treatments for patients with serious conditions — patients who deserve to be able to access information about those treatments without barriers. Inclusive Web delivered exactly that, and they verified every step of the way."

Senior Director of Digital, AbbVie

Services Delivered

WCAG 2.1 AA Audit (Branded Pharma Website)

Remediation Verification

Patient & Caregiver Content Audit

Real-User Usability Testing

Pharmaceutical ISI & Regulatory Content Review

Ongoing Accessibility Monitoring

Compliance & Regulatory Drivers

Federal obligations and public expectations that made this work essential.

ADA Title III Legal Risk Mitigation

WCAG 2.1 AA Compliance

Patient Equity & Access Mission

Pharmaceutical Regulatory Content Compliance

Is your branded treatment website accessible to every patient who needs it?

Inclusive Web helps pharmaceutical and healthcare companies ensure their branded digital properties are accessible to every patient, caregiver, and healthcare professional who depends on them.

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