dhc- juice mobile media landscape 2013
DESCRIPTION
A review of how "mobile ready" the top pharmaceutical brands are today -- with a deep dive into 10 top sites using metrics such as design, touch, content, and speed.TRANSCRIPT
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What you need to know to improve mobile strategies in 2014 and beyond | August 20, 2013
MOBILE HEALTH LANDSCAPE
Essential Elements
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Bob Palmer Alec PollakMark Bard
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Today’s Agenda
METHOD
I
MOTIVATION
II
THE 4 ESSENTIAL ELEMENTS
III
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Method: How We Analyzed Mobile
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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
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2005
2013
Motivation: Why Study Mobile?
REUTERS/Kimimasa Mayama
Michael Sohn/AP
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56%of all US adults are now smartphone adopters
Source: Pew Internet Report: Mobile, Smartphone Ownership, June 5, 2013.
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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.
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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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and yet, only 1/3 of the websites for the top 75 pharma brands have been mobile-optimized
1/3
1/3 1/3
1/3
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FIRE
AIR
WATER
EARTH
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The 4 Essential Elements of Mobile Web
DESIGN
SPEED
CONTENT
TOUCH
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DESIGN
clean intuitive readable (even outdoors)
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DESIGN
clean 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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TOUCH
nimble Identifiable buttons and hyperlinks can be accessed with one hand
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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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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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The 4 Essential Elements of Mobile Web
DESIGN
SPEED
Context
Efficiency
Interactivity
User Interface
CONTENT
TOUCH
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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 & 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
Pew Research pewinternet.org/Reports/2013/Smartphone-Ownership-2013.aspxpewinternet.org/Reports/2012/Mobile-Health.aspx
Manhattan Research manhattanresearch.com
EXAMPLE SITES
Abilify abilify.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
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Thank you!