This document discusses essential elements for improving mobile strategies for healthcare brands. It analyzed top pharmaceutical company websites using Google's analysis tool and identified best practices. The four key elements of an effective mobile website are: design (clean, intuitive interface), touch (finger-friendly interactivity), content (appropriate, familiar information), and speed (quick loading). The document provides a checklist of best practices under each element and examples of pharmaceutical company mobile sites that demonstrate these principles well. It aims to help healthcare marketers optimize their mobile presence for patients and physicians.

1. Essential
Elements
Mobile Health Landscape
What you need to know to improve mobile strategies in 2014 and beyond | October 18th, 2013

2. Mark Bard
Bob Palmer
Alec Pollak

3. I
Method
II
Motivation
III
elements of
mobile web

4. Method: How We Analyzed Mobile

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. REUTERS/Kimimasa Mayama
2005
Motivation: Why Study Mobile?
2013
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. 83%
of US doctors own a smartphone
Source: Manhattan Research, Taking the Pulse® U.S. 2013.

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. 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. FIRE
AIR
EARTH
WATER
The Four Classical Elements

13. Design
TOUCH
Speed
CONTENT
The Four Elements of Mobile Web

14. Design
clean
intuitive
readable (even outdoors)

15. clean
Design is uncluttered
and fits comfortably on
the small screen
Design

16. intuitive Navigation leads users to the information
they’re looking for without a learning curve
Design

17. READABLE
Design
Copy can be read without zooming in

18. (even outdoors)
Copy can be read easily,
even outdoors
Design

19. TOUCH
nimble
straightforward
efficient

20. nimble
Identifiable buttons and
hyperlinks can be accessed
with one hand
TOUCH

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

22. efficient Desired destination can be reached with
the fewest possible taps
TOUCH

23. CONTENT
appropriate
familiar
consistent
searchable

24. appropriate
Featured content is
most appropriate to
mobile experience
content

25. familiar
Content is the same as full website
content

26. consistent Navigation, hierarchy, language,
and design are familiar
content

27. searchable Quick results are available from easily
accessed search function
content

28. Speed
quick
complete

29. quick
complete
Text and graphics are
developed to minimize
loading time
Missing content
and broken images
are avoided
speed

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. What about HCP sites?
overall
The same rules apply
note
Only 5 of the 10 sites
even had an HCP
mobile site

32. Design
Efficiency
User Interface
TOUCH
Speed
Context
Interactivity
CONTENT
The Elements of Mobile Web

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. 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. Thank you!