Digital Health Coalition and JUICE Pharma Consumer Mobile Media Landscape Study 2014
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Transcript of Digital Health Coalition and JUICE Pharma Consumer Mobile Media Landscape Study 2014
What you need to know to improve mobile strategies in 2014 and beyond | May 15, 2014
Best of the Best—Mobile Consumer Websites
Essential Elements
Bob Palmer Phil SchererMark Bard
METHOD
I
MOTIVATION
II
ELEMENTS OF MOBILE WEB
III
Method: How We Analyzed Mobile
Websites selected from MM&M’s April 2013 Pharma Report
Websites tested with Google’s PageSpeed Insight tool
Websites that topped the list were analyzed by digital innovation, strategy, and user-experience experts
2005
2013
Motivation: Why Study Mobile?
REUTERS/Kimimasa Mayama
Michael Sohn/AP
56%of all US adults are now smartphone adopters
Source: Pew Internet Report: Mobile, Smartphone Ownership, June 5, 2013.
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.
Source: Google & Manhattan Research, Screen to Script: The Doctor’s Digital Path to Treatment, June 2012.
Research shows that a user’s flow is interrupted if a page takes more
than 1 second to load
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
FIRE
AIR
WATER
EARTH
The Four Classical Elements
The Four Elements of Mobile Web
DESIGN
SPEED
CONTENT
TOUCH
DESIGN
clean intuitive readable (even outdoors)
DESIGN
clean Design is uncluttered and fits comfortably on the small screen
DESIGNintuitive Navigation leads users to the information they’re looking for without a learning curve
DESIGN
READABLE Copy can be read without zooming in
DESIGN
(even outdoors) Copy can be read easily, even outdoors
TOUCH
nimble straightforward efficient
TOUCH
nimble Identifiable buttons and hyperlinks can be accessed with one hand
straightforward Phone numbers are tap-to-call and maps are integrated
TOUCH
straightforward Make it easy to take action TOUCH
efficient Desired destination can be reached with the fewest possible taps
TOUCH
appropriate familiar consistent searchable
CONTENT
CONTENT
appropriate Featured content is most appropriate to mobile experience
familiar Content is the same as full websiteCONTENT
CONTENT
consistent Navigation, hierarchy, language, and design are familiar
CONTENT
searchable Quick results are available from easily accessed search function
SPEED
quick complete
quick Text and graphics are
developed to minimize loading time
complete Missing content
and broken images are avoided
SPEED
DESIGN
SPEED
Context
Efficiency
Interactivity
User Interface
CONTENT
TOUCH
The Elements of Mobile Web
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
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
Dexilant dexilant.com
Gilenya gilenya.com
Lantus m.lantus.com
Myrbetriq myrbetriq.com
Norditropin norditropin.com
Perjeta m.perjeta.com
ProairHFA m.proairhfa.com
Remicade remicade.com
Sovaldi sovaldi.com
Viagra m.viagra.com
Thank you!