1. 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

2. Bob Palmer Phil SchererMark Bard

3. METHOD
I
MOTIVATION
II
ELEMENTS OF
MOBILE WEB
III

4. Method: How We Analyzed Mobile

5. 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

6. 2005
2013
Motivation: Why Study Mobile?
REUTERS/Kimimasa Mayama
Michael Sohn/AP

7. 83%of US doctors own a smartphone
Source: Manhattan Research, Taking the Pulse® U.S. 2013.

8. 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.

9. 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

10. 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

11. FIRE
AIR
WATER
EARTH
The Four Classical Elements

12. The Four Elements of Mobile Web
DESIGN
SPEED
CONTENT
TOUCH

13. DESIGN
clean intuitive readable (even outdoors)

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

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

16. DESIGN
READABLE Copy can be read without zooming in

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

18. TOUCH
nimble straightforward efficient

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

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

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

22. appropriate familiar consistent searchable
CONTENT

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

24. familiar Content is the same as full website
CONTENT

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

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

27. SPEED
quick complete

28. quick
Text and graphics are
developed to minimize
loading time
complete
Missing content
and broken images
are avoided
SPEED

29. DESIGN
SPEED
Context
Efficiency
Interactivity
User Interface
CONTENT
TOUCH
The Elements of Mobile Web

30. 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

31. 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

32. Thank you!