Neal LinkonDirector, Digital Engagement

Children’s Hospital of Wisconsin

Ed BennettDirector, Web and Communications Technology

The University of Maryland Medical Center

What we’ll cover A “mobile first” philosophy (be desktop responsive) Mobile sites vs. mobile apps Mobile app technologies and platforms Mobile as part of an internal communication strategy

The new reality Both of our sites get about 55% of our traffic from

mobile devices We need to design for mobile first, and desktop second New paradigm for many key stakeholders

Why mobile - Why now?

Use mobile when: Your audience is on the move And needs quick, reliable information You provide an important service to them Mobile gives you a competitive edge Mobile solves a problem (that the Web can’t)

Responsive design It’s easier to administer, market and optimize just

one website Some images don’t work well in all sizes Tables are trickyWe have to be very careful about where we put

content Pages slow to load Adaptive design is harder, but solves some of those

problems

Examples of our site

iPad version

Phone version

Results? Prior to relaunch, 44% of user sessions were from a

phone or tablet Now that number is 55% Average visit length from a mobile device is up 21% The bounce rate is down 8%

Next steps All microsites are being moved to a responsive design Intranet is being moved to a responsive design

Mobile app or browser?

“The Mobile Browseris Dead, Long Livethe App” Forbes,April 2, 2014

App vs. browser The younger the user, the more likely they are to prefer

an app, but all demographics prefer apps Native apps are harder and more expensive to build Evidence of app fatigue

Reasons to build an app Specific target audience Specific need or use case You don’t already have a mobile-optimized site

Standard app development options

Source: MobileSmith.com

Web-based HTML5 apps

Pros Install once, never need to update Real-time

Cons Requires Web access Can be slow

Native apps100% device basedAll content and functions are on the phonePros Very fast, and works without Internet access Access to device functions (camera, contacts)Cons No real-time information / interaction Content changes require manual app updates

Standard app development options

Source: MobileSmith.com

Custom NativePlatform

Custom native platform Our new MobileSmith Platform Easy to build, easy to maintain Automatic support for a devices and systems

(Apple, Android, phones & tablets) Apps are fully functional without web access Small edits load without user action

Standard hospital apps

Source: MobileSmith.com

Urgent care Dynamic wait timesFind closest Urgent CareContacts & directionsNews & infoPush notifications

Source: MobileSmith.com

WayfindingGeofencing – Send push messages andmaps at the entrance(s), on parking lots, etc.

Beacons – Use Bluetooth beacons toprovide indoor wayfinding tips and alerts.

2D and 3D Maps – Pop up maps showingthe user’ location and directions to keydestinations.

Location-Based Alerts – Message aboutany promotions, vaccinations, or importantinformation.

Source: MobileSmith.com

General hospital appGeneral information – map & directions;accepted insurance; phone numbers withtap-to-call function

Services – directory of services andspecialists with tap-to-email or tap-to-callfunction

Virtual tour – 360° views of rooms. Includeinteractive maps of hospital facilitiesshowing times of operation and accessinstructions

ER wait times – stream dynamic wait timesfor all your ER facilities

Source: MobileSmith.com

The first UMMC app: 2009

1.5 million downloads – 10,000 visits / month

Children’s On Call

Symptom checker

Three ways to search

Defines thecondition

Recommendsappropriate care

Care advice

Share whatyou learn

Med and allergytracker

Custom tab

Seek Help tab

Results to date 3,000 downloads, used daily More than 80% repeat users 5% of visits utilize a custom tab Data helps us understand what’s trending with parents Kudos from board members Positive press: http://www.chw.org/patients-and-

families/mobile-apps/on-call/

Current UMMC apps

The new UMMCDoc2Doc app An app for referring physicians Quick, direct access to our top

specialists Tools, guidance and transfer

instructions Combines three existing

department apps Creates a structure for all UMMC

specialties

CHW Refer

Patient Journey Text messages before, during and after a procedure

Hospital Experience app

November 14, 2013 Police came to the hospital in

response to an outside caller Police shot a father in the hand, in

an isolated hallway, after thefather drew a gun in their presence

No other families or employeeswere physically injured

The situation was quicklycontained; return to normaloperations took hours

Our after-action learning beganimmediately

What we know about our workforce Many of them younger Most of them female Most are far more likely to be checking Facebook than

their work email

Social media to the rescue

Trending on Twitter

We’ve also added an emergency text messaging service

Lessons learned Absolutely right to focus on mobile It’s not “other duties as assigned” It’s not just another platform