The document discusses the growing importance of mobile-friendly websites for pharmaceutical brands. It notes that by 2013, more people will access the web from mobile devices than computers. However, only 4% of brand websites are currently mobile-friendly. It emphasizes that desktop websites are designed for large screens and are not optimized for small mobile screens. The document covers perspectives from regulators that the FDA wants websites to be more patient-friendly and accessible. It concludes that while mobile UX is more complicated than desktop, many historic complexities of web design are no longer issues.

1. Connected Healthcare Experiences
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Mobile Mandate: Why You Need to Stop Worrying and Love
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the Mobile Web
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Digital Pharma East, Philadelphia, PA
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October 20, 2011
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Presented by
Seth Perlman
President, The Lathe
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com}

2. By 2013,
more people will access the web
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from mobile devices
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than from computers.
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Will you be ready?
Source: Morgan Stanley Research.
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

3. How many pharma brand websites are mobile-friendly?
A. 10%
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B. 25%
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C. 40% pe of T
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D. 65%
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

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If you answered A (10%)...
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You’re still wrong. And I cheated.
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

5. Only a tiny percentage of brand websites are mobile-friendly
Mobilized
4%
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Not
Mobilized
96%
Source: The Lathe’s Web Mobilization Index. Last update October 13, 2011.
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

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Not having a mobile-friendly website is:
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Poor user experience
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Dismissive of an engaged audience
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An issue of compliance
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

7. Desktop websites are designed for large screens
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

8. Desktop websites are not
designed for small screens
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 Logo
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 Branding
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 Claim
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 Indication
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 ISI
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

9. But how about when it’s shown to scale?
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

10. But how about when it’s shown to scale?
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

11. But how about when it’s shown to scale?
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

12. But how about when it’s shown to scale?
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

13. But how about when it’s shown to scale?
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

14. But how about when it’s shown to scale?
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

15. Perspectives from regulatory:
“FDA wants us to be more patient-friendly”
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“Find it very frustrating: difficult to read, difficult to navigate”
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“Fair balance must be pervasive”
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“Even if logo/colors are somewhat visible, it is a violation”
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“OPDP will now have the resources to scrutinize”
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“Most significant challenge is for products with boxed warning”
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“Take advantage of direct communication with FDA”
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“Long term, I can see a mobile mandate”
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

16. on e
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Mobile web UX is more complicated than desktop web UX.
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But why? Isn’t it just… smaller?
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

17. The complexity of desktop web design and development is
trivial compared to what it once was
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Consider the list of things we don’t care about any more:
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Mac vs. PC Connection speed
OS version by rty Firefox vs. Chrome vs. IE*
Screen size Browser version
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Screen resolution Flash penetration
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CPU and RAM
* Unless we’re talking about IE6. Then there is crying and screaming and sadness.
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

18. However, the complexity of mobile web design and
development rivals the desktop world 12-15 years ago
For mobile web, we have to care about a whole lot more:
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iOS vs. Android vs. BlackBerry vs. Windows
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Platform version
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Screen size
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Screen resolution
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Single-window environment
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CPU and RAM
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Connection speed
Flash
Contextual content and navigation hints
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

19. There are several considerations when developing a mobile
website approach
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Mobile platform support — modern, legacy, small tablet
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Full website vs. partial website
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Presentation of ISI
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Adaptation of complex features
Forms by rty
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Video
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Charts and graphics
Linked initiatives
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

20. on e
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Let’s check out some examples from the 4%.
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

21. Primarily text-
based
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Safety information
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excerpt at top of
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every screen
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Best practice:
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Large, touch-
friendly menus
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

22. Primarily text-
based
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Safety information
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excerpt at top of
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every screen
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Best practice:
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Large, touch-
friendly menus
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

23. Best practice:
Enable phone
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numbers to be
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tapped to initiate
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call
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

24. Layout is much
more app-like
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Establishes clear
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iconography for
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navigation
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

25. Layout is much
more app-like
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Establishes clear
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iconography for
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navigation
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

26. Residual “click”
instructions could
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be replaced with
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“tap”
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Best practice:
Link to full by rty
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website for users
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who want it
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

27. Iconographic,
touch-friendly
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navigation
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Visual emphasis on
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safety information
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

28. Be careful that
high-priority links
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are also mobile-
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friendly
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

29. Best practice: Mobile-friendly without losing brand strength
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

30. Best
practice:
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Use of SVG
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or hi-res
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graphics
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for retina
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

31. Note
jagged
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images
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compared
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to text
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

32. Note
jagged
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images
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compared
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to text
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

33. ISI expanded by
default on first
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visit, scrolls within
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its own panel
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ISI collapses to
globally accessible by rty
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tab after first tap
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

34. Charts hidden until
user taps to view
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Charts not
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optimized for hi-
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res mobile screens
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

35. So, how do mobile websites work?
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There are three different models worth considering:
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Direct (self-contained on existing web infrastructure)
Proxy (push through external server e.g., usable.net)
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Hosted transformation (inject mobile design on the fly)
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

36. The direct model:
Mobile website is a different presentation
layer on existing website
Pros

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 Self-contained
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 Single content source
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Cons by rty
 Tightly integrated future-proofing
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 Inefficient for multiple websites
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

37. The proxy model:
Mobile traffic is pushed
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through a third party
infrastructure
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Pros
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 Decoupled future-
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proofing
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Cons
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 Possible content
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duplication
 Dependency on proxy
infrastructure
 Security, patient privacy
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

38. The hosted
transformation model:

Mobile transformation
injected on the fly
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Pros
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 Single content source
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 Decoupled future-
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 Degrades gracefully
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 Supports multiple sites
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Cons
 Difficult to achieve for
older mobile platforms
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

39. There are important considerations for maintaining a presence
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in the mobile web channel
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Phase-ins — supporting new platforms and versions
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Phase-outs — avoiding the IE 6 trap
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Testing and QA — covering enough of the market
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Multiple asset creation — e.g., SVG vs. raster images
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

40. on e
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A closing thought:
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Mobile website best practices will lead you to
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better desktop websites
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

41. Thank you!
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For more about our mobile solutions, please visit us at
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thelathe.com
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Like us on Facebook and follow us on Twitter @thelathe
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

42. Connected Healthcare Experiences
The Lathe
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Connected Healthcare Experiences
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The Lathe helps companies utilize web and
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mobile technologies to connect patients,
by rty caregivers, and professionals to support improved
outcomes.
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©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

43. Connected Healthcare Experiences
Bio
Seth Perlman, President
sperlman@thelathe.com
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646-291-6490 / 646-528-5755 m
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http://www.linkedin.com/in/sperlman
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Seth has more than 17 years of web development experience
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for hundreds of clients, from design and implementation to
technical leadership to executive management. He has spent
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the past 8 years focused on healthcare and pharmaceuticals
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since founding The Lathe in 2003.
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Most recently Seth has focused on mHealth and the
,
application of mobile technology (apps, web apps) to the
needs of patients, caregivers, and healthcare professionals.
©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011