Mobile Mandate: Why You Need to Stop Worrying and Love the Mobile Web

Connected Healthcare Experiences

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Mobile Mandate: Why You Need to Stop Worrying and Love

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the Mobile Web

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Digital Pharma East, Philadelphia, PA
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October 20, 2011
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Presented by
Seth Perlman
President, The Lathe

©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com}

By 2013,
more people will access the web

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from mobile devices

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than from computers.
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Will you be ready?

Source: Morgan Stanley Research.

©2011 The Lathe, Inc. Proprietary and confidential. {www.thelathe.com} October 20, 2011

How many pharma brand websites are mobile-friendly?

A. 10%

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B. 25%
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C. 40% pe of T
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D. 65%
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If you answered A (10%)...

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You’re still wrong. And I cheated.
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Only a tiny percentage of brand websites are mobile-friendly
Mobilized

4%

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Not
Mobilized

96%
Source: The Lathe’s Web Mobilization Index. Last update October 13, 2011.


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Not having a mobile-friendly website is:

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Poor user experience

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Dismissive of an engaged audience
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An issue of compliance
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Desktop websites are designed for large screens

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Desktop websites are not
designed for small screens

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 Logo

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 Branding

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 Claim
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 Indication
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 ISI
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But how about when it’s shown to scale?

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Perspectives from regulatory:
“FDA wants us to be more patient-friendly”

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“Find it very frustrating: difficult to read, difficult to navigate”

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“Fair balance must be pervasive”

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“Even if logo/colors are somewhat visible, it is a violation”

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“OPDP will now have the resources to scrutinize”
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“Most significant challenge is for products with boxed warning”
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“Take advantage of direct communication with FDA”
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“Long term, I can see a mobile mandate”


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Mobile web UX is more complicated than desktop web UX.

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But why? Isn’t it just… smaller?
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The complexity of desktop web design and development is
trivial compared to what it once was

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Consider the list of things we don’t care about any more:

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Mac vs. PC Connection speed
OS version by rty Firefox vs. Chrome vs. IE*
Screen size Browser version
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Screen resolution Flash penetration
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CPU and RAM

* Unless we’re talking about IE6. Then there is crying and screaming and sadness.


However, the complexity of mobile web design and
development rivals the desktop world 12-15 years ago

For mobile web, we have to care about a whole lot more:

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iOS vs. Android vs. BlackBerry vs. Windows

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Platform version

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Screen size

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Screen resolution
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Single-window environment
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CPU and RAM
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Connection speed
Flash
Contextual content and navigation hints


There are several considerations when developing a mobile
website approach

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Mobile platform support — modern, legacy, small tablet

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Full website vs. partial website

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Presentation of ISI

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Adaptation of complex features
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Video
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Charts and graphics
Linked initiatives


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Let’s check out some examples from the 4%.

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Primarily text-
based

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Safety information

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excerpt at top of

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every screen
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Best practice:
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Large, touch-
friendly menus


Best practice:
Enable phone

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numbers to be

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tapped to initiate

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call

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Layout is much
more app-like

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Establishes clear

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iconography for

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navigation
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Residual “click”
instructions could

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be replaced with

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“tap”

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Best practice:
Link to full by rty
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website for users
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who want it


Iconographic,
touch-friendly

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navigation

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Visual emphasis on

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safety information
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Be careful that
high-priority links

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are also mobile-

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friendly

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Best practice: Mobile-friendly without losing brand strength

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Best
practice:

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Use of SVG

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or hi-res

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graphics

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for retina
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Note
jagged

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images

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compared

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to text

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ISI expanded by
default on first

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visit, scrolls within

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its own panel

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ISI collapses to
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tab after first tap
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Charts hidden until
user taps to view

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Charts not

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optimized for hi-

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res mobile screens
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So, how do mobile websites work?

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There are three different models worth considering:

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Direct (self-contained on existing web infrastructure)
Proxy (push through external server e.g., usable.net)
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Hosted transformation (inject mobile design on the fly)
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The direct model:
Mobile website is a different presentation
layer on existing website

Pros


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 Self-contained

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 Single content source

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Cons by rty
 Tightly integrated future-proofing
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 Inefficient for multiple websites
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The proxy model:
Mobile traffic is pushed

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through a third party
infrastructure

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Pros

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 Decoupled future-

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proofing

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Cons
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 Possible content
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duplication
 Dependency on proxy
infrastructure
 Security, patient privacy


The hosted
transformation model:


Mobile transformation
injected on the fly

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Pros

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 Single content source

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 Decoupled future-
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 Degrades gracefully
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 Supports multiple sites
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Cons
 Difficult to achieve for
older mobile platforms

There are important considerations for maintaining a presence

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in the mobile web channel

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Phase-ins — supporting new platforms and versions

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Phase-outs — avoiding the IE 6 trap
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Testing and QA — covering enough of the market
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Multiple asset creation — e.g., SVG vs. raster images
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A closing thought:

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Mobile website best practices will lead you to

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better desktop websites
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Thank you!

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For more about our mobile solutions, please visit us at

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thelathe.com

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Like us on Facebook and follow us on Twitter @thelathe
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The Lathe

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The Lathe helps companies utilize web and

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mobile technologies to connect patients,
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outcomes.
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Bio

Seth Perlman, President
sperlman@thelathe.com

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646-291-6490 / 646-528-5755 m

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http://www.linkedin.com/in/sperlman

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Seth has more than 17 years of web development experience

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for hundreds of clients, from design and implementation to
technical leadership to executive management. He has spent
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the past 8 years focused on healthcare and pharmaceuticals
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since founding The Lathe in 2003.
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Most recently Seth has focused on mHealth and the
,
application of mobile technology (apps, web apps) to the
needs of patients, caregivers, and healthcare professionals.


Mobile Mandate: Why You Need to Stop Worrying and Love the Mobile Web

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