What you need to know to improve mobile strategies in 2014 and beyond | August 20, 2013

MOBILE HEALTH LANDSCAPE

Essential Elements

Bob Palmer Alec PollakMark Bard

Today’s Agenda

METHOD

I

MOTIVATION

II

THE 4 ESSENTIAL ELEMENTS

III

Method: How We Analyzed Mobile

Websites selected from MM&M’s April 2013 Pharma Report

Websites tested with Google’s GOMO analysis tool

Websites that topped the list were analyzed by digital innovation, strategy, and user-experience experts

2005

2013

Motivation: Why Study Mobile?

REUTERS/Kimimasa Mayama

Michael Sohn/AP

56%of all US adults are now smartphone adopters

Source: Pew Internet Report: Mobile, Smartphone Ownership, June 5, 2013.

52%of US adult smartphone owners used their smartphone to look up health/medical information last year

Source: Pew Internet, Mobile Health November 8, 2012.

83%of US doctors own a smartphone

Source: Manhattan Research, Taking the Pulse® U.S. 2013.

62%of US doctors are likely to abandon a mobile website if it’s not optimized for a smartphone

Source: Google & Manhattan Research, Screen to Script: The Doctor’s Digital Path to Treatment, June 2012.

and yet, only 1/3 of the websites for the top 75 pharma brands have been mobile-optimized

1/3

1/3 1/3

1/3

FIRE

AIR

WATER

EARTH

The 4 Essential Elements of Mobile Web

DESIGN

SPEED

CONTENT

TOUCH

DESIGN

clean intuitive readable (even outdoors)

DESIGN

clean Design is uncluttered and fits comfortably on the small screen

DESIGNintuitive Navigation leads users to the information they’re looking for without a learning curve

DESIGN

READABLE Copy can be read without zooming in

DESIGN

(even outdoors) Copy can be read easily, even outdoors

TOUCH

nimble straightforward efficient

TOUCH

nimble Identifiable buttons and hyperlinks can be accessed with one hand

straightforward Phone numbers are tap-to-call and maps are integrated

TOUCH

efficient Desired destination can be reached with the fewest possible taps

TOUCH

appropriate familiar consistent searchable

CONTENT

CONTENT

appropriate Featured content is most appropriate to mobile experience

familiar Content is the same as full websiteCONTENT

CONTENT

consistent Navigation, hierarchy, language, and design are familiar

CONTENT

searchable Quick results are available from easily accessed search function

SPEED

quick complete

quick Text and graphics are

developed to minimize loading time

complete Missing content

and broken images are avoided

SPEED

time spent on smartphone per session Approximately how many minutes do you use your smartphone in a typical session?

Among those using a smartphone during or between patient consultations.

Source: Manhattan Research, Taking the Pulse® U.S. 2013.

All physicians n = 1335

16%

Less than 2 2 to <5

40%

5 to <10

28%

10 to <20

9%

20 or more

7%

Mean time for all physicians

7 minutes

The 4 Essential Elements of Mobile Web

DESIGN

SPEED

Context

Efficiency

Interactivity

User Interface

CONTENT

TOUCH

1. Design (User Interface) Content presentation for the small screen and smartphone device capabilities

Clean, uncluttered design (for smartphone screen sizes)

Clear navigation

Readable font size (without zooming in)

Easy to read outdoors (color contrast between background and text)

Consistent design, look and feel, navigation, hierarchy, and language

Keep forms short (the fewest number of fields possible) and make data entry easy (boxes, lists, scroll menus)

2. Touch (Interactivity)Finger-friendly, touch-conscious design

Finger-friendly tasks (identifiable tappable buttons and hyperlinks)

Single tap for contact (to either make a call or send an email)

Quick access to content and features that mobile users need most

Minimal taps to complete desired task

3. Content (Context) Content organization to meet the needs and interests of the user

Same content for mobile & desktop (familiar yet appropriate experience for each platform)

Promoted content is most appropriate for a mobile experience

Optimize text (use bullet points for easy reading where possible)

Be location-aware (use maps for geographically relevant content and localization of content)

4. Speed (Efficiency)Design site to load fast

Compress images, keeping each image file size as small as possible

Search function for quick access to large amounts of content

No links directing to non-mobile-optimized pages

Mobile-specific QA

Mobile-specific performance test

smartphone best practices worksheet

Resources and Links

RESOURCES

DHC digitalhealthcoalition.org

JUICE juicepharma.com

Google howtogomo.com

Pew Research pewinternet.org/Reports/2013/Smartphone-Ownership-2013.aspxpewinternet.org/Reports/2012/Mobile-Health.aspx

Manhattan Research manhattanresearch.com

EXAMPLE SITES

Abilify abilify.com

Aubagio aubagio.com

Dexilant dexilant.com

Gilenya gilenya.com

Lantus m.lantus.com

Myrbetriq myrbetriq.com

Perjeta m.perjeta.com

ProairHFA m.proairhfa.com

Remicade remicade.com

Viagra m.viagra.com

Thank you!