Essential
Elements
Mobile Health Landscape

What you need to know to improve mobile strategies in 2014 and beyond | Octobe...
Mark Bard

Bob Palmer

Alec Pollak
I

Method
II

Motivation
III

elements of
mobile web
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 to...
REUTERS/Kimimasa Mayama

2005
Motivation: Why Study Mobile?

2013
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 Inte...
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 & Manhatt...
1
/
3

1
/
3

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

EARTH

WATER
The Four Classical Elements
Design
TOUCH

Speed
CONTENT

The Four Elements of Mobile Web
Design

clean

intuitive

readable (even outdoors)
clean

Design is uncluttered
and fits comfortably on
the small screen

Design
intuitive Navigation leads users to the information


they’re looking for without a learning curve

Design
READABLE

Design

Copy can be read without zooming in
(even outdoors)

Copy can be read easily,
even outdoors

Design
TOUCH
nimble

straightforward

efficient
nimble

Identifiable buttons and
hyperlinks can be accessed
with one hand

TOUCH
straightforward  hone numbers are tap-to-call
P
and maps are integrated

TOUCH
efficient Desired destination can be reached with

the fewest possible taps

TOUCH
CONTENT
appropriate

familiar

consistent

searchable
appropriate

Featured content is
most appropriate to
mobile experience

content
familiar

Content is the same as full website
content
consistent Navigation, hierarchy, language,

and design are familiar

content
searchable Quick results are available from easily

accessed search function

content
Speed
quick

complete
quick

complete

Text and graphics are
developed to minimize
loading time

Missing content
and broken images
are avoided

...
time spent on smartphone per session

Approximately how many minutes do you use your smartphone
in a typical session?
40%
...
What about HCP sites?

overall

The same rules apply

note

Only 5 of the 10 sites
even had an HCP
mobile site
Design
Efficiency

User Interface

TOUCH

Speed
Context

Interactivity

CONTENT
The Elements of Mobile Web
smartphone best practices worksheet
1.	Design (User Interface)
Content presentation for the small screen and
smartphone de...
Resources and Links
Resources

example sites

DHC 	

digitalhealthcoalition.org

Abilify	 abilify.com

JUICE

juicepharma....
Thank you!
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October 18th DHC Summit Review of the Mobile Media Landscape Study

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October 18th DHC Summit Review of the Mobile Media Landscape Study

  1. 1. Essential Elements Mobile Health Landscape What you need to know to improve mobile strategies in 2014 and beyond | October 18th, 2013
  2. 2. Mark Bard Bob Palmer Alec Pollak
  3. 3. I Method II Motivation III elements of mobile web
  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. REUTERS/Kimimasa Mayama 2005 Motivation: Why Study Mobile? 2013 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. 1 / 3 1 / 3 1/ 1/ and yet, only 1/3 of the websites for the top 3 3 75 pharma brands have been mobile-optimized
  12. 12. FIRE AIR EARTH WATER The Four Classical Elements
  13. 13. Design TOUCH Speed CONTENT The Four Elements of Mobile Web
  14. 14. Design clean intuitive readable (even outdoors)
  15. 15. clean Design is uncluttered and fits comfortably on the small screen Design
  16. 16. intuitive Navigation leads users to the information they’re looking for without a learning curve Design
  17. 17. READABLE Design Copy can be read without zooming in
  18. 18. (even outdoors) Copy can be read easily, even outdoors Design
  19. 19. TOUCH nimble straightforward efficient
  20. 20. nimble Identifiable buttons and hyperlinks can be accessed with one hand TOUCH
  21. 21. straightforward hone numbers are tap-to-call P and maps are integrated TOUCH
  22. 22. efficient Desired destination can be reached with the fewest possible taps TOUCH
  23. 23. CONTENT appropriate familiar consistent searchable
  24. 24. appropriate Featured content is most appropriate to mobile experience content
  25. 25. familiar Content is the same as full website content
  26. 26. consistent Navigation, hierarchy, language, and design are familiar content
  27. 27. searchable Quick results are available from easily accessed search function content
  28. 28. Speed quick complete
  29. 29. quick complete Text and graphics are developed to minimize loading time 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? 40% Mean time for all physicians 28% 7 minutes 16% 9% Less than 2 2 to 5 All physicians n = 1335 Among those using a smartphone during or between patient consultations. Source: Manhattan Research, Taking the Pulse® U.S. 2013. 5 to 10 10 to 20 7% 20 or more
  31. 31. What about HCP sites? overall The same rules apply note Only 5 of the 10 sites even had an HCP mobile site
  32. 32. Design Efficiency User Interface TOUCH Speed Context Interactivity CONTENT The Elements of Mobile Web
  33. 33. smartphone best practices worksheet 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) E asy to read outdoors (color contrast between background and text) C onsistent design, look and feel, navigation, hierarchy, and language K eep 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 F inger-friendly tasks (identifiable tappable buttons and hyperlinks) ingle tap for contact (to either make a call or send an email) S Q uick access to content and features that mobile users need most inimal taps to complete desired task M 3. Content (Context) Content organization to meet the needs and interests of the user S ame content for mobile desktop (familiar yet appropriate experience for each platform) P romoted content is most appropriate for a mobile experience O ptimize text (use bullet points for easy reading where possible) B e location-aware (use maps for geographically relevant content and localization of content) 4. Speed (Efficiency) Design site to load fast C ompress images, keeping each image file size as small as possible S earch function for quick access to large amounts of content N o links directing to non-mobile-optimized pages M obile-specific QA M obile-specific performance test
  34. 34. Resources and Links Resources example sites DHC digitalhealthcoalition.org Abilify abilify.com 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 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
  35. 35. Thank you!

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