DHC- JUICE Mobile Media Landscape 2013

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A review of how "mobile ready" the top pharmaceutical brands are today -- with a deep dive into 10 top sites using metrics such as design, touch, content, and speed.

Published in: Technology, Design

DHC- JUICE Mobile Media Landscape 2013

  1. 1. What you need to know to improve mobile strategies in 2014 and beyond | August 20, 2013 MOBILE HEALTH LANDSCAPE Essential Elements
  2. 2. Bob Palmer Alec PollakMark Bard
  3. 3. Today’s Agenda METHOD I MOTIVATION II THE 4 ESSENTIAL ELEMENTS III
  4. 4. Method: How We Analyzed Mobile
  5. 5. 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
  6. 6. 2005 2013 Motivation: Why Study Mobile? REUTERS/Kimimasa Mayama Michael Sohn/AP
  7. 7. 56%of all US adults are now smartphone adopters Source: Pew Internet Report: Mobile, Smartphone Ownership, June 5, 2013.
  8. 8. 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.
  9. 9. 83%of US doctors own a smartphone Source: Manhattan Research, Taking the Pulse® U.S. 2013.
  10. 10. 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.
  11. 11. 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
  12. 12. FIRE AIR WATER EARTH
  13. 13. The 4 Essential Elements of Mobile Web DESIGN SPEED CONTENT TOUCH
  14. 14. DESIGN clean intuitive readable (even outdoors)
  15. 15. DESIGN clean Design is uncluttered and fits comfortably on the small screen
  16. 16. DESIGN intuitive Navigation leads users to the information they’re looking for without a learning curve
  17. 17. DESIGN READABLE Copy can be read without zooming in
  18. 18. DESIGN (even outdoors) Copy can be read easily, even outdoors
  19. 19. TOUCH nimble straightforward efficient
  20. 20. TOUCH nimble Identifiable buttons and hyperlinks can be accessed with one hand
  21. 21. straightforward Phone numbers are tap-to-call and maps are integrated TOUCH
  22. 22. efficient Desired destination can be reached with the fewest possible taps TOUCH
  23. 23. appropriate familiar consistent searchable CONTENT
  24. 24. CONTENT appropriate Featured content is most appropriate to mobile experience
  25. 25. familiar Content is the same as full website CONTENT
  26. 26. CONTENT consistent Navigation, hierarchy, language, and design are familiar
  27. 27. CONTENT searchable Quick results are available from easily accessed search function
  28. 28. SPEED quick complete
  29. 29. quick Text and graphics are developed to minimize loading time complete Missing content and broken images are avoided SPEED
  30. 30. 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
  31. 31. The 4 Essential Elements of Mobile Web DESIGN SPEED Context Efficiency Interactivity User Interface CONTENT TOUCH
  32. 32. 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
  33. 33. Resources and Links RESOURCES DHC digitalhealthcoalition.org JUICE juicepharma.com Google howtogomo.com Pew Research pewinternet.org/Reports/2013/Smartphone-Ownership-2013.aspx pewinternet.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
  34. 34. Thank you!

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