1. Nathanael W. Frank, Jr
www.ricoteck.net

2. WHAT IS A MOBILE WEBSITE?
 A version of a full website optimized specifically for smartphones and other
mobile devices
 Allows easy reading and navigation
 Created using code like HTML/CSS
 Typically located on subdomains of your main site (e.g.
mobile.yourdomain.com)
 Access using a smartphone's web browser

3. MOBILE WEB VS. MOBILE APPS
 A mobile site is an extension of your main website
 Contains repurposing content optimized for mobile viewing
 Mobile Apps are another animal all together
 There are two types of mobile apps:
 Native Apps – Typically downloaded from an 'app store' and run on a specific
smartphone (i.e. iPhone or Blackberry)
 Web Apps – Mimic Native Apps but are built using JavaScript/HTML/CSS but
are accessed via the Internet and run using the smartphone's web browser.

4. ADVANTAGES OF A MOBILE WEBSITE [1]
Easy to find
 search engine
 Using link or URL
 Available on demand – no need for App Stores
Device independent
 Not mobile specific – only needs a mobile device equipped with a web
browser
 Ideal for mobile marketing – Send information about your organization on-the-
go.
 Allows integrated advertising via Radio, TV, Print, Billboards, etc. with your
mobile website allows your consumers to take action

5. ADVANTAGES OF A MOBILE WEBSITE [2]
Easy to integrate with web apps
 Use as a menu for other web apps (e.g. symptom checkers and searchable
directories) you make available to your healthcare consumers--providing a
"one-stop-shop" for mobile users.
Less expensive (Relatively speaking)
 Building and maintaining a mobile version of your website is less expensive
than launching native apps that rely on app stores.
The wave of the future
 With mobile Internet users projected to overtake desktop users in
2013, mobile sites are quickly becoming a "must have" rather than a "nice to
have."

6. RULES OF THUMB
Keep you content simple
 Reduce your content to include only the bare minimum needed to get your point
across. With small screen sizes and limited attention spans, less is truly more
when writing copy for mobile devices.
Focus on calls-to-action
 Provide directions to Urgent Care or Emergency services
 Access to online physician directories
 Get updates on available health programs and other resources
 Call-to-actions should be front and center on your mobile website.
Build in escalation
 Always have a click-to-call option available for mobile users in case they have
questions about your services or need to conduct a transaction that may be too
cumbersome on a mobile device (like registering for a class or event). Providing
phone numbers to specific service lines ensure a seamless transition from web to
call center.

7. RESEARCH [1]
Plan for a mobile website that meets your healthcare customer’s
needs, fulfills your business objectives, and integrate the features you
need now and in the future.
Include features on your mobile site that will encourage users to:
 Share
 Interact
 Locate your business
 Meet user expectations
Mobile device users already know what they want when they get to a mobile
website and are more likely to take action once they get there.

8. RESEARCH [2]
To plan for this type of user behavior, answer the following questions about
potential visitors to your mobile site:
 Why are they most likely coming to your site?
 What information are they most likely seeking?
 What types of actions are they most likely to take?
Ask the Consumer
 Mailing lists
 Online forms
 Social networking connections

9. ESTABLISH GOALS
Mobile visitors do not use mobiles site the way they might on a PC, so have
your immediate goals in mind when planning your mobile website and
consider the resources you have to put toward your mobile site.
 What are my immediate goals: Sell products, drive traffic to my location,
generate leads?
 How much money do I have to invest in the set up and maintenance of a
mobile website?
 How much time can I put toward the set up and maintenance of the site?

10. FEATURES
Mobile device users:
 Access social media sites second only to search sites
 Take action more often than PC users
 Location motivated and oriented
 Like to share information
Features must be considered based on research and established goals:
 Click-to-call functionality
 Links to your social media accounts
 “Check-in” links for location-based services (like Yelp, Google Places, and
Foursquare)
 Google Maps
 Ability to SMS (text message) your business

11. RESPONSIVE DESIGN
Responsive Web Design is the process in which content and/or layout that
automatically adapts to the size of the screen on which it’s viewed.
Three primary elements of Responsive Design are a flexible grid, flexible
images, and Media Queries, the latter introduced as a part of CSS3s.
Flexible grids - Basically themes and templates in which design elements are
set in percentages rather than pixels.
Flexible images - Essentially this means that if an element (an image) is larger
than its container, the rule forces it to match the width of that container (the
screen).
The Media Query - Media Queries look at the device’s capabilities versus Media
Types that are device specific

12. TOOLS
Most of the tools have graphical user  jQTouch
interfaces and copy-and-paste  Mobile Joomla!
code blocks that can be installed
on your site quite easily.  Drupal Mobile Tools
 Mobify  WPTouch
 Wirenode  mobiSiteGalore
 Mippin Mobilizer  Zinadoo
 Onmobile
 Winksite
 Mobile Press
 iWebKit

13. TESTING
Testing sites give a preview of how your website renders across multiple
mobile platforms, but may also offer free performance reports as well as
tips and resources to fix any issues that may come up.
 MobiReady
 Google GoMo
 Gomez Cross-Device Performance Test
 W3C mobileOK Checker

14. KEY POINTS
 Establish your goals and objectives
 Understand your Target Audience
 Do your research
 Pick the right Features
 Use the right tools
 Don't ignore the mobile healthcare consumer.
A website optimized for mobile devices ensures your consumers get the
healthcare information they need, wherever and whenever they need it --
ultimately improving patient engagement.

15. SOURCES
Day, D. (2012). Building a Website with the Mobile Healthcare Consumer in Mind.
Retrieved September 20, 2012, from Sirona Health:
http://www.caretransitions.com/health_call_center_blog/bid/19281/Building-a-
Website-with-the-Mobile-Healthcare-Consumer-in-Mind
Gube, J. (2010, December 16). 8 Tools For Easily Creating a Mobile Version of
Your Website. Retrieved September 23, 2012, from Mashable :
http://mashable.com/2010/12/16/create-mobile-site-tools/
Hay, D. (2012, March 28). 3 steps to a successful mobile website. Retrieved
September 21, 2012, from SocialMedia.biz:
http://socialmedia.biz/2012/03/28/3-steps-to-a-successful-mobile-website/
Nacul, E. (2012, May 10). Responsive Design 101. Retrieved September 24,
2012, from SpeckyBoy - Design Magazine:
http://speckyboy.com/2012/05/10/responsive-design-101/