Adaptive Content, Responsive Design and Medical Information

Adaptive/Responsive design and
@Cooper_42
Medical Devices
Charles Cooper – VP The Rockley Group
Leaders in digital publishing strategy
Sponsored by
© The Rockley Group, Inc. www.rockley.com

DCL blends years of conversion experience with cutting-edge technology and
the infrastructure to make the process easy and efficient.
• World-Class Services
• Leading-Edge Technology
• Unparalleled Infrastructure
• US-Based Management
• Complex-Content Expertise
• 24/7 Online Project Tracking
• Automated Quality Control
• Global Capabilities
@Cooper_42
Experience the DCL Difference

@Cooper_42
Valuable Content Transformed
• Document Digitization
• XML and HTML Conversion
• eBook Production
• Hosted Solutions
• Big Data Automation
• Conversion Management
• Editorial Services
• Harmonizer

@Cooper_42
We Serve a Very Broad Client Base . . .

@Cooper_42
. . . Spanning All Industries
• Aerospace
• Associations
• Defense
• Distribution
• Education
• Financial
• Government
• Libraries
• Life Sciences
• Manufacturing
• Medical
• Museums
• Periodicals
• Professional
• Publishing
• Reference
• Research
• Societies
• Software
• STM
• Technology
• Telecommunications
• Universities
• Utilities

@Cooper_42
Charles Cooper
• 30+ years in the information
business
• 20+ years in the content business
• Fascinated by how we gather and
spread information
• Have a large and growing
collection of e-toys to test
different methods of e-publishing

• Work with companies in pharmaceutical, medical
devices, high technology, and finance
• These companies translate content in 4-70 languages
• Deliver content on paper, traditional web and various
mobile devices
• Create intelligent content strategies from creation
through translation and delivery.
• Optimizing localization plays a big part in this process
• Component content management plays a key role in
the solution
@Cooper_42
About The Rockley Group

@Cooper_42

• Combined shipments of smartphones and tablets exceeded
that of PCs in 2011
• Mobile web has now overtaken PC in 40 nations, including
India, Nigeria and Bangladesh
• Mobile traffic increased from 17.1% in 2013 to 28.5% in 2014
(67% growth)
• Mobile use is highest in ‘developing economies’
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
@Cooper_42
The Rise of Mobile

@Cooper_42
What is mobile?
• It used to be easy
• If you could carry it, it was a
mobile device.

@Cooper_42
What is mobile?
• Five main types of mobile information delivery:
• Traditional Web
• Mobile Aware Web
• Adaptive
• Responsive
• And blends
• Web Apps
• Ebooks
• Kindle
• EPUB and variants
• Native Apps

https://azoi.com 1:46
@Cooper_42
Everyone uses mobile
• And for health/wellness
• Wello case
• ECG
• Heart Rate
• Blood Oxygen
• Temperature
• Lung Function (with spirometer add-on)
• Blood Pressure

Willing to access medical info on a smartphone
Manhattan Research - Cybercitizen Health® U.S. 2013, *ePharma Consumer® 2012
@Cooper_42

Not just looking for information
http://mobihealthnews.com/28429/video-game-maker-partners-with-pfizer-for-alzheimers-clinical-trial/
@Cooper_42
• Pfizer partners with game
designer Akili Interactive
Labs
• Project Evo
• Hope to detect
indications of
Alzheimer's in healthy
individuals

Manhattan Research - Taking the Pulse® 2013
@Cooper_42
Health care professionals
• Use a broad range of sources

• Are getting more of their information from digital sources
Manhattan Research - Taking the Pulse® 2013
@Cooper_42

http://lifesciencesnow.com/wp-content/uploads/2013/11/10.24.2013-Digitas-Health-Study-Consumer-Mobile-Health-Impact-Assessment.pdf
@Cooper_42
Working together
• 30% of patients said they or their
doctor used a mobile device during
the exam period.
• Patient use of mobile is 30-50%
higher if the doctor uses a mobile
device during the exam.
• Patients were 80% more likely to
switch medications if mobile devices
were used in the exam room.

1:14 https://orcahealth.com/
@Cooper_42
Working together
• Using dedicated
apps to explain
problems and
treatments to
patients as part of
the examination

https://orcahealth.com/
@Cooper_42
Working together
• Using dedicated
apps to explain
problems and
treatments to
patients as part of
the examination
• Show animations

@Cooper_42
Working together
• Using dedicated
apps to explain
problems and
treatments to
patients as part of
the examination
• Show explanations

@Cooper_42
Working together
• Using dedicated
apps to explain
problems and
treatments to
patients as part of
the examination
• Share information

https://www.youtube.com/watch?v=Pb8h-Mauc-E
@Cooper_42
New technologies abound
• Technical Illusions
• The ability to view projected, 3D
images (of just about any data) in
free space.
• Can interact with images via a
’magic wand’.
0:35

• Are beginning to see tests of integrated mobile device systems
@Cooper_42
3:24
https://www.youtube.com/watch?v=jnEdaslPtEg

John D. Halamka, MD, MS,
Chief Information Officer of
Beth Israel Deaconess
Medical Center, Chairman of
the New England Healthcare
Exchange Network (NEHEN),
Co-Chair of the HIT
Standards Committee, a full
Professor at Harvard Medical
School, and a practicing
Emergency Physician
@Cooper_42
IRL - now
“When a clinician walks into an emergency
department room, he or she looks at bar code (a
QR or Quick Response code) placed on the wall.
Wearable Intelligence’s software running on
Google Glass immediately recognizes the room
and then the ED Dashboard sends information
about the patient in that room to the glasses,
appearing in the clinician’s field of vision. The
clinician can speak with the patient, examine
the patient, and perform procedures while
seeing problems, vital signs, lab results and
other data.”
http://geekdoctor.blogspot.com/2014/04/google-glass-details.html

@Cooper_42
So many devices…

Big Bird
© Sesame Workshop
@Cooper_42
What do you notice?
• One of these things is not like
the other…

Big Bird
© Sesame Workshop
@Cooper_42
What do you notice?
the other…
• In fact, nothing is like the other

Big Bird
© Sesame Workshop
@Cooper_42
What do you notice?
the other…
• In fact, nothing is like the other
• So many
• Devices
• Audiences
• Modalities
• Countries and regulations

Handcrafting is unsustainable
@Cooper_42
• New products must be
documented
• Documents are translated into
even more languages
• More countries are identified as
targets
• Device wars means that new
devices are released every….
constantly
• Functionality varies across device
• Can’t keep up

You can’t make it up as you go along
@Cooper_42

You need a Intelligent Content
@Cooper_42
Strategy

You need an Intelligent Content
Strategy
@Cooper_42
Not a Mobile Content* Strategy
* …or a user first, paper first, content first, marketing
first, sales first, etc. strategy!

Where does an Intelligent Content Strategy
Start?
@Cooper_42
• Right at the beginning

Start?
@Cooper_42
• Not restricted to:
• Content creation
• Publishing
• Translation
• Mobile

Start?
@Cooper_42
• Publishing
• Translation
• Mobile
• Or restricted by department:
• Sales
• Marketing
• Customer Support
• Med Pubs

Start?
All are important facets of an
overall strategy
@Cooper_42
• Publishing
• Translation
• Mobile
• Or restricted by department:
• Sales
• Marketing
• Customer Support
• Med Pubs

Without a content strategy none of this works.
@Cooper_42

How do we stay out of the crash?
Demotivation.us
@Cooper_42

@Cooper_42
Enter Responsive Design

http://en.wikipedia.org/wiki/Responsive_Web_Design http://alistapart.com/article/responsive-web-design
@Cooper_42
Responsive (web) Design
• Responsive web design (RWD)
is a web design approach
aimed at crafting sites to
provide an optimal viewing
experience—easy reading and
navigation with a minimum of
resizing, panning, and
scrolling—across a wide range
of devices (from mobile
phones to desktop computer
monitors).

@Cooper_42
Responsive Design
• I like responsive design
• I’m so over this >>>>

@Cooper_42
Responsive Design
• Reflects what can easily be
seen on the screen
• Low bandwidth friendly
• Ignore the visual design

Visual design is not content design
@Cooper_42

Don’t think it’s always easy…
@Cooper_42
• The website for LG’s android
powered watch (a mobile
device!) viewed in the ‘wrong’
orientation

Don’t think it’s always easy…
@Cooper_42

@Cooper_42
No better on a ‘big screen’

Properly Done Responsive Design
@Cooper_42

@Cooper_42
Same site, different devices

@Cooper_42
TRG website on a laptop

TRG website on an iPad Mini
@Cooper_42

@Cooper_42
TRG website on iPhone 4s

@Cooper_42
What’s wrong with that?

Nothing – but what if I need more
@Cooper_42
What’s wrong with that?
functionality?

@Cooper_42
Enter Adaptive Content

@Cooper_42
What is adaptive content?
Adaptive Content is content that
adapts to the needs of the user or
reader, responding not only to the
screen size and orientation of their
device, but is aware of, and takes
advantage of the specific device
capabilities (such as GPS,
magnetometers, etc.) to display
content to the best advantage on the
device.

@Cooper_42
Adaptive vs Responsive
• Responsive
• Focused on displaying the
content in the best possible
way on a given device
• Adaptive
• An overall approach for
enhancing the usability or
capability of content on a given
device

@Cooper_42
Adaptive content can
• Adjust to any device
• Be displayed in any desired order
• Respond to specific customer interactions
• Change based on location, orientation, movement
• Integrate content from other sources

• Adaptive content is limited only by your design decisions, the
capabilities of the device being used, and the intelligence of
your content.
@Cooper_42
Adaptive content

@Cooper_42
MyAsthma app
• Developed by GSK in the UK
• Updated information on weather,
temperature, pollen and pollution for your
local area
• Handy personalised reminders and tips
sent directly to your mobile device
• The Asthma Control Test™ and regular
reports to help you monitor your asthma
control
• Tailored information about how to identify
and manage your asthma triggers
• Tips on travelling with asthma
• Customised lifestyle tips and information
on treatments
• How to get the most from working
together with your healthcare professional

@Cooper_42
How do you manage this?

@Cooper_42
What is mobile?
Who’s your audience?
Where are they?
What does your mobile audience want?

Decide what mobile means to you
@Cooper_42
• Remember this?

@Cooper_42
• No more “mobile” than these!

@Cooper_42
Mobile Aware Web
• Responsive Design
• Screen size
• Screen orientation
• Progressive Content Disclosure

@Cooper_42
Mobile Aware Web
• Adaptive Design
• All of the above PLUS
• Location*
• Direction*
• Language*
• Speed*
• Acceleration*
* depends on browser used on device

• Like having a customised mini browser in which to display
your content
@Cooper_42
Web App
• No content lives on the device
• Connectivity is required

@Cooper_42
Native Apps
• All of the above
• Screen size
• Screen orientation
• Progressive Content Disclosure
• Location
• Direction
• Language
• Speed
• Acceleration
• ALL THE DATA, ALL THE TIME!
• But can still reach out to external sources

How much info can an app determine?
@Cooper_42
• More information than you require

So you’re going to do an App, right?
@Cooper_42
• There are downsides
• More expensive

@Cooper_42
• Only works on one device/family

VuzixWrap 1200DXAR
@Cooper_42
• Only works on one device/family
• Of course, that might not be a problem for you…

• Experiences will be very different from system to system
@Cooper_42

• It’s not all bad
• On the positive side, you can load all the data ‘into’ the app
• You have full control over the experience
@Cooper_42
• You have to think it all the way through
• You have to reimagine it on a regular basis

@Cooper_42

@Cooper_42
• Home users
• HCP’s
• What’s their level of training, what’s their focus?
• Nursing
• “General” Doctor
• Emergency Doctor
• Surgeon
• Specialist
• …

@Cooper_42
Where are they located?
• In a hospital?
• In a drugstore pharmacy?
• EMS vehicle?
• At a user’s home (home nursing)?

What information do they need?
@Cooper_42
• Diagnostic?
• Dosage?
• Remedial/training?
• Reference?
• Drug interactions?
• …

Have you structured your content?
• Have you structured your content with these needs in mind?
@Cooper_42

Made those decisions and the content
@Cooper_42
is ready?

• Find out what non-phone (neat) capabilities a particular
device has
@Cooper_42
Implementing Adaptive
• Web side
• Apps

http://developer.android.com/guide/topics/sensors/sensors_overview.html
@Cooper_42
• Motion sensors
• These sensors measure
acceleration forces and
rotational forces along three
axes. This category includes
accelerometers, gravity
sensors, gyroscopes, and
rotational vector sensors.

@Cooper_42
• Environmental sensors
• These sensors measure various
environmental parameters, such
as ambient air temperature and
pressure, illumination, and
humidity. This category includes
barometers, photometers, and
thermometers.

@Cooper_42
• Position sensors
• These sensors measure the
physical position of a device.
This category includes
orientation sensors and
magnetometers.

@Cooper_42
How can you achieve it?
• On the technical side, with web sites…
• Grids
• Flexible fonts
• Flexible images
• Media overlays

@Cooper_42
Adaptive Web
• Fully browser based interrogation
available via W3C standard APIs
• Includes:
• Geolocation
• Touch
• Orientation
• Direction
• Motion
• Accessed via Javascript

@Cooper_42
For example, Geolocation
• Microsoft Internet Explorer 9.0 and up
• Mozilla Firefox 3.5 and up
• Apple Safari 5.0 and up
• Google Chrome 5.0 and up
• Opera 10.6 and up
• iPhone 3.0 and up
• Android 2.0 and up

@Cooper_42
Hardware must be available
• Not all devices have all capabilities!
• What happens if you need a
fallback?

Media Queries: What cool things does this
device have?
<meta name="viewport"
content="width=device-width"
content="height=device-height" />
@Cooper_42
• Simple idea – why don’t we
ask the device about itself?
• Part of the available meta
information from a webpage
• How big is the content area
on the screen? - use the
‘viewport’ query
• Protip – sometimes the
devices lie

• Use the provided tools for each app to query the device
@Cooper_42
Adaptive Apps
• Sensor Framework
• What sensors are available
• Thermometer, camera, etc.
• What it’s capabilities/range is
• 0 to 100 degrees or -40 to 0 degrees
• Front facing/rear facing, resolutions
• Determine read rate
• Turn sensors on and off

@Cooper_42
Are people doing this?

Yeah – sometimes all of them
@Cooper_42

@Cooper_42
WebMD traditional site

@Cooper_42
WebMD mobile site

@Cooper_42
WebMD apps

@Cooper_42
WebMD Allergy app
• Personal data tracking
• Multiple profiles
• Location (gathers local information)

Reuters News Service
http://reut.rs/1wTKOBJ
@Cooper_42
Augmented Reality
• Using AR to visualise blood
vessels during surgery
• App has full access to the
capabilities of the device
• Compass
• Gyroscope
• Camera
• Wifi connectivity for
extra data access

• Understand your customer needs
• Know your device constraints (if possible)
• Develop an intelligent content strategy
• Content models
• Reuse strategy
• Metadata: Who, What, Where, Why
• Develop business rules (including fallbacks) to map your
content strategy to your deliverables
@Cooper_42
Summary

Amazon, B&N, PeachPit
moreinfo@rockley.com
cooper@rockley.com
www.rockley.com
@Cooper_42
Questions?

Adaptive Content, Responsive Design and Medical Information

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