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  • 1. What you need to know to improve mobile strategies in 2014 and beyond | May 15, 2014 Best of the Best—Mobile Consumer Websites Essential Elements
  • 2. Bob Palmer Phil SchererMark Bard
  • 4. Method: How We Analyzed Mobile
  • 5. Websites selected from MM&M’s April 2013 Pharma Report Websites tested with Google’s PageSpeed Insight tool Websites that topped the list were analyzed by digital innovation, strategy, and user-experience experts
  • 6. 2005 2013 Motivation: Why Study Mobile? REUTERS/Kimimasa Mayama Michael Sohn/AP
  • 7. 56%of all US adults are now smartphone adopters Source: Pew Internet Report: Mobile, Smartphone Ownership, June 5, 2013.
  • 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. Source: Google & Manhattan Research, Screen to Script: The Doctor’s Digital Path to Treatment, June 2012. Research shows that a user’s flow is interrupted if a page takes more than 1 second to load
  • 10. 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
  • 11. FIRE AIR WATER EARTH The Four Classical Elements
  • 12. The Four Elements of Mobile Web DESIGN SPEED CONTENT TOUCH
  • 13. DESIGN clean intuitive readable (even outdoors)
  • 14. DESIGN clean Design is uncluttered and fits comfortably on the small screen
  • 15. DESIGN intuitive Navigation leads users to the information they’re looking for without a learning curve
  • 16. DESIGN READABLE Copy can be read without zooming in
  • 17. DESIGN (even outdoors) Copy can be read easily, even outdoors
  • 18. TOUCH nimble straightforward efficient
  • 19. TOUCH nimble Identifiable buttons and hyperlinks can be accessed with one hand
  • 20. straightforward Phone numbers are tap-to-call and maps are integrated TOUCH
  • 21. straightforward Make it easy to take action TOUCH
  • 22. efficient Desired destination can be reached with the fewest possible taps TOUCH
  • 23. appropriate familiar consistent searchable CONTENT
  • 24. CONTENT appropriate Featured content is most appropriate to mobile experience
  • 25. familiar Content is the same as full website CONTENT
  • 26. CONTENT consistent Navigation, hierarchy, language, and design are familiar
  • 27. CONTENT searchable Quick results are available from easily accessed search function
  • 28. SPEED quick complete
  • 29. quick Text and graphics are developed to minimize loading time complete Missing content and broken images are avoided SPEED
  • 30. DESIGN SPEED Context Efficiency Interactivity User Interface CONTENT TOUCH The Elements of Mobile Web
  • 31. 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 and 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
  • 32. 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 Dexilant dexilant.com Gilenya gilenya.com Lantus m.lantus.com Myrbetriq myrbetriq.com Norditropin norditropin.com Perjeta m.perjeta.com ProairHFA m.proairhfa.com Remicade remicade.com Sovaldi sovaldi.com Viagra m.viagra.com
  • 33. Thank you!