Pharma & Mobile
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Pharma & Mobile

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  • First, a bit of history of the mobile phone.Does anyone know who this is?
  • Things have changed over the years
  • And this picture says it all. The top picture shows St. Peter’s Square the last time a pope was elected in 2005. How many screens do you see? The bottom screen shows the same scene, earlier this year. That’s a huge change, which supports the fact that by 2015, there will be over 2 billion smartphones in use worldwide.
  • When considering how to build a site, “mobile first” is rapidly becoming the recommended approach. “Responsive Design” is a coding technique that displays the same page content in different designs, each optimized for the device on which the site is being viewed. Most responsive techniques specifically target three views: computers, vertical tablets, and phone screens. Every aspect of the site, including navigation, interactions and the priority of elements of each screen, can be adjusted individually for each of these “views” CONs:Because the design and UX of each “view” is highly customized, this technique requires significantly more effort than a traditional site, or even a traditional site with a single “mobile” version. Each version may have to be reviewed separately by client and legalPROs: Compatibility with future devices (the view is determined by the width of the browser window, not by testing for specific mobile browsers) Consistency of content across all views (a single set of URLs is used) Ease of updates (only one set of HTML pages requires updating)
  • PROS: Compatibility with future devices (the view is determined by the width of the browser window, not by testing for specific mobile browsers) Consistency of content across all views (a single set of URLs is used) Ease of updates (only one set of HTML pages requires updating) CONS:Because the design and UX of each “view” is highly customized, this technique requires significantly more effort than a traditional site, or even a traditional site with a single “mobile” version. Each version may have to be reviewed separately by client and legal

Pharma & Mobile Pharma & Mobile Presentation Transcript

  • 1Pharma&Mobile
  • 21876
  • 31973
  • 41973“People want to talk to otherpeople…Given a choice, peoplewill demand the freedom tocommunicate wherever theyare, unfettered by theinfamous copper wire.”—Martin CooperMartin Cooper inventsthe first mobile phone.
  • 51987
  • 61999
  • 72001
  • 8
  • 9
  • 10
  • 11
  • 12This what the websites for the three top-sellingdrugs in the world look like on an iPhone
  • 13
  • 14
  • 15
  • 16Responsive Design
  • 17Responsive DesignPROS:• Compatibilitywith futuredevices• Consistency ofcontent across allviews• Ease of updatesCONS:• High degree ofcustomizationrequires moreeffort• Each view mayneed to bereviewedseparately byclient and LMR
  • 18Sanofi: Prost8Care• SMS-based program to helpprostate cancer patients and theirfamilies understand treatmentprocesses• Provides free support with textmessages timed to coincide witheach patient’s chemotherapy cycle• Developed in partnership with theProstate Cancer FoundationText messages have a wildlyhigh "open and read" rate—97% vs 5% to 20% for email
  • 19Novartis: My Net Manager & Clinical Trial SeekSource: FercePharma.com