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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
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Bob Palmer Phil SchererMark Bard
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METHOD
I
MOTIVATION
II
ELEMENTS OF MOBILE WEB
III
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Method: How We Analyzed Mobile
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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
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2005
2013
Motivation: Why Study Mobile?
REUTERS/Kimimasa Mayama
Michael Sohn/AP
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83%of US doctors own a smartphone
Source: Manhattan Research, Taking the Pulse® U.S. 2013.
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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.
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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
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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
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FIRE
AIR
WATER
EARTH
The Four Classical Elements
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The Four Elements of Mobile Web
DESIGN
SPEED
CONTENT
TOUCH
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DESIGN
clean intuitive readable (even outdoors)
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DESIGNclean Design is uncluttered and fits comfortably on the small screen
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DESIGNintuitive Navigation leads users to the information they’re looking for without a learning curve
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DESIGN
READABLE Copy can be read without zooming in
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DESIGN
(even outdoors) Copy can be read easily, even outdoors
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TOUCH
nimble straightforward efficient
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nimble Identifiable buttons and hyperlinks can be accessed with one hand TOUCH
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straightforward Phone numbers are tap-to-call and maps are integrated
TOUCH
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efficient Desired destination can be reached with the fewest possible taps
TOUCH
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appropriate familiar consistent searchable
CONTENT
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CONTENT
appropriate Featured content is most appropriate to mobile experience
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familiar Content is the same as full websiteCONTENT
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CONTENT
consistent Navigation, hierarchy, language, and design are familiar
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CONTENT
searchable Quick results are available from easily accessed search function
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SPEED
quick complete
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quick Text and graphics are
developed to minimize loading time
complete Missing content
and broken images are avoided
SPEED
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DESIGN
SPEED
Context
Efficiency
Interactivity
User Interface
CONTENT
TOUCH
The Elements of Mobile Web
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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
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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
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Thank you!