5. Websites selected from MM&Mâs
April 2013 Pharma Report
Websites tested with Googleâs
GOMO analysis tool
Websites that topped the list were
analyzed by digital innovation,
strategy, and user-experience experts
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 PulseÂź U.S. 2013.
10. 62%
of US doctors are likely
to abandon a mobile website if
itâs not optimized for a smartphone
Source: Google & Manhattan Research, Screen to Script: The Doctorâs Digital Path to Treatment, June 2012.
11. 1
/
3
1
/
3
1/ 1/
and yet, only 1/3 of the websites for the top
3 3
75 pharma brands have been mobile-optimized
30. time spent on smartphone per session
Approximately how many minutes do you use your smartphone
in a typical session?
40%
Mean time for
all physicians
28%
7 minutes
16%
9%
Less than 2
2 to 5
All physicians n = 1335
Among those using a smartphone during or between patient consultations.
Source: Manhattan Research, Taking the PulseÂź U.S. 2013.
5 to 10
10 to 20
7%
20 or more
31. What about HCP sites?
overall
The same rules apply
note
Only 5 of the 10 sites
even had an HCP
mobile site
33. smartphone best practices worksheet
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)
E
asy to read outdoors (color contrast between background
and text)
C
onsistent design, look and feel, navigation, hierarchy,
and language
K
eep 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
F
inger-friendly tasks (identifiable tappable buttons
and hyperlinks)
ingle tap for contact (to either make a call or send an email)
S
Q
uick access to content and features that mobile users need most
inimal taps to complete desired task
M
3. Content (Context)
Content organization to meet the needs and
interests of the user
S
ame content for mobile desktop (familiar yet appropriate
experience for each platform)
P
romoted content is most appropriate for a mobile experience
O
ptimize text (use bullet points for easy reading where possible)
B
e location-aware (use maps for geographically relevant
content and localization of content)
4. Speed (Efficiency)
Design site to load fast
C
ompress images, keeping each image file size as small
as possible
S
earch function for quick access to large amounts of content
N
o links directing to non-mobile-optimized pages
M
obile-specific QA
M
obile-specific performance test
34. Resources and Links
Resources
example sites
DHC
digitalhealthcoalition.org
Abilify abilify.com
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
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