1. 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

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 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

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

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. 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

10. 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

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

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

21. straightforward Make it easy to take action TOUCH

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

23. appropriate familiar consistent searchable
CONTENT

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

25. familiar Content is the same as full website
CONTENT

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

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

28. SPEED
quick complete

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

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

31. 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

32. Resources and Links
RESOURCES
DHC digitalhealthcoalition.org
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
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

33. Thank you!