Digital Health Coalition and JUICE Pharma HCP Mobile Media Landscape Study 2014

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Digital Health Coalition and JUICE Pharma HCP Mobile Media Landscape Study 2014

  1. 1. What you need to know to improve mobile strategies in 2014 and beyond | May 15, 2014 Best of the Best—Mobile HCP Websites Essential Elements
  2. 2. Bob Palmer Phil SchererMark Bard
  3. 3. METHOD I MOTIVATION II ELEMENTS OF MOBILE WEB III
  4. 4. Method: How We Analyzed Mobile
  5. 5. Websites selected from Medscape, FDA, Forbes, Pharmacist’s Letter, and FiercePharma Websites tested with Google’s PageSpeed Insight 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. 83%of US doctors own a smartphone Source: Manhattan Research, Taking the Pulse® U.S. 2013.
  8. 8. 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.
  9. 9. 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
  10. 10. and yet, only 1/3 of the websites for the top 150 pharma brands have been mobile-optimized 1/3 1/3 1/3 1/3
  11. 11. FIRE AIR WATER EARTH The Four Classical Elements
  12. 12. The Four Elements of Mobile Web DESIGN SPEED CONTENT TOUCH
  13. 13. DESIGN clean intuitive readable (even outdoors)
  14. 14. DESIGN clean Design is uncluttered and fits comfortably on the small screen
  15. 15. DESIGN intuitive Navigation leads users to the information they’re looking for without a learning curve
  16. 16. DESIGN READABLE Copy can be read without zooming in
  17. 17. DESIGN (even outdoors) Copy can be read easily, even outdoors
  18. 18. TOUCH nimble straightforward efficient
  19. 19. nimble Identifiable buttons and hyperlinks can be accessed with one hand TOUCH
  20. 20. straightforward Phone numbers are tap-to-call and maps are integrated TOUCH
  21. 21. efficient Desired destination can be reached with the fewest possible taps TOUCH
  22. 22. appropriate familiar consistent searchable CONTENT
  23. 23. CONTENT appropriate Featured content is most appropriate to mobile experience
  24. 24. familiar Content is the same as full website CONTENT
  25. 25. CONTENT consistent Navigation, hierarchy, language, and design are familiar
  26. 26. CONTENT searchable Quick results are available from easily accessed search function
  27. 27. SPEED quick complete
  28. 28. quick Text and graphics are developed to minimize loading time complete Missing content and broken images are avoided SPEED
  29. 29. DESIGN SPEED Context Efficiency Interactivity User Interface CONTENT TOUCH The Elements of Mobile Web
  30. 30. 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
  31. 31. Resources and Links RESOURCES DHC digitalhealthcoalition.org JUICE juicepharma.com Google howtogomo.com and developers.google.com/ speed/pagespeed/insights MedScape medscape.com FDA fda.gov Forbes forbes.com Pharmacist’s Letter pharmacistsletter.therapeuticresearch.com FiercePharma fiercepharma.com Manhattan Research manhattanresearch.com EXAMPLE SITES Brintellix brintellixhcp.com Gazyva gazyva.com/hcp Herceptin herceptin.com/hcp Lantus lantus.com/hcp Neulasta neulastahcp.com Orencia orencia.com/hcp/index.aspx Perjeta perjeta.com/hcp/index ProairHFA proairhfa.com/healthcare- professionals/default.aspx Sovaldi sovaldi.com/HCP Xolair xolair.com/hcp
  32. 32. Thank you!

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