Mobile strategies are essential for pharmaceutical companies in 2014 as over half of US adults now own smartphones. The document outlines the 4 essential elements for effective mobile websites: design, touch, content, and speed. Design refers to an intuitive interface optimized for mobile screens. Touch involves finger-friendly navigation. Content should be familiar yet appropriate for mobile. Speed means quick loading times to minimize user frustration. The document provides examples and best practices to help companies improve their mobile strategies.

1. What you need to know to improve mobile strategies in 2014 and beyond | August 20, 2013
MOBILE HEALTH LANDSCAPE
Essential
Elements

2. Bob Palmer Alec PollakMark Bard

3. Today’s Agenda
METHOD
I
MOTIVATION
II
THE 4 ESSENTIAL ELEMENTS
III

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. 2005
2013
Motivation: Why Study Mobile?
REUTERS/Kimimasa Mayama
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. 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

12. FIRE
AIR
WATER
EARTH

13. The 4 Essential Elements of Mobile Web
DESIGN
SPEED
CONTENT
TOUCH

14. DESIGN
clean intuitive readable (even outdoors)

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

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

17. DESIGN
READABLE Copy can be read without zooming in

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

19. TOUCH
nimble straightforward efficient

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

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

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

23. appropriate familiar consistent searchable
CONTENT

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

25. familiar Content is the same as full website
CONTENT

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

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

28. SPEED
quick complete

29. quick
Text and graphics are
developed to minimize
loading time
complete
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?
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

31. The 4 Essential Elements of Mobile Web
DESIGN
SPEED
Context
Efficiency
Interactivity
User Interface
CONTENT
TOUCH

32. 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

33. Resources and Links
RESOURCES
DHC digitalhealthcoalition.org
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
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

34. Thank you!