Mobile Pharma: When 'Go Mobile' Goes Wrong - Top 9 Mistakes

© 2014 IBM Corporation1
When ‘Go Mobile’ Goes Wrong:
Top 9 Mistakes in Mobile Pharma
Yonni Harif, Enterprise Mobility Executive, IBM

There are 7.1 billion people on the planet
6 billion of them have access to mobile phones, only 3.5 billion of
them use a toothbrush

Mobile Pharma App Use Cases
 Patients
+ Disease-specific (Diabetes, MS, Hemo, etc)
+ Drug-specific (Flagship products, niche, etc)
+ Self-diagnosis (GRACE for coronary, etc)
+ Research (clinical trials, reports, etc)
+ Wellness (schedules, exercise, nutrition, etc)
+ Educational (tutorials, videos, etc)
 Physicians/Clinics
+ Research (reports, etc)
+ Clinical trials (database, results, etc)
+ Educational (tutorials, videos, etc)
+ Disease-specific (Myeloma Resource, etc)
+ Diagnosis (mobile imaging, etc)
 Employees/Managers
+ Sales force (mobile CRM, etc)
+ Supply chain (floor-level, inventory mgmt, delivery, etc)
+ HR / Financial (vacations, expenses, approvals, etc)
+ Executive (KPIs, etc)

Snapshot of Mobile Pharma

Why Should You Care?
 Number of Apps branded by Pharma / Life Sciences Companies
in app stores’ Health & Wellness or Medical Top 100?
Hint: count them on one hand
 Most apps have No Ratings in the app stores
 Most searches in app stores for company names or branded
products deliver 3rd
party apps
 All three major Pharma target audiences (patients, physicians,
employees) are active mobile users on smartphones and tablets
 Whole industries are shifting because of mobile (.e.g Uber…
Airbnb…etc)
What is your company doing in mobile?

© 2014 IBM Corporation7 7
So, what are we doing wrong?

1 Mobility is an Afterthought Extension of Online

2 Patchwork Mobile Strategy and Disjointed Execution

3 Prioritizing Users Away with OS / Device-specific Focus
 L

Web-native continuumWeb-native continuum
• HTML5, JS, and
CSS3 (full site or
m.site)
• Quicker and
cheaper way to
mobile
• Sub-optimal
experience
• HTML5, JS, and
CSS
• Usually
leverages
Cordova
• Downloadable,
app store
presence, push
capabilities
• Can use native
APIs
• As previous
• + more
responsive,
available offline
• Web + native
code
• Optimized user
experience with
native screens,
controls, and
navigation
• App fully
adjusted to OS
• Some screens
are multi-
platform when
makes sense
• App fully
adjusted to OS
• Best attainable
user experience
• Unique
development
effort per OS,
costly to
maintain
HybridPure web Pure native
Mobile
web
site
(browser
access)
Mobile
web
site
(browser
access)
Native
shell
enclosing
external
m.site
Native
shell
enclosing
external
m.site
Pre-
package
d HTML5
resources
Pre-
package
d HTML5
resources
HTML5
+ native
UI
HTML5
+ native
UI
Mostly
native,
some
HTML5
screens
Mostly
native,
some
HTML5
screens
Pure
native
Pure
native

• Reading content on a mobile device is two times harder than reading on a PC.
• Desktop screen: 39.18% comprehension score
• Mobile screen: 18.93% comprehension score
• Smaller screen decreases comprehension.
• Users must move around the page or between pages more, using scrolling to refer to other parts
of the content instead of simply glancing at the text. Scrolling introduces 3 problems:
• It takes more time, thus degrading memory.
• It diverts attention from the problem at hand to the secondary task of locating the required part of the page.
• It introduces the new problem of reacquiring the previous location on the page.
A Book Apart’s experience.
Coincidentally, they happen to
be the publishers of one of the
most popular books on
responsive design
4 Designing Online Experiences for Mobile Screens

4 Designing Online Experiences for Mobile Screens

5 Looking at Mobile only through a Development Lens
z
OperationsOperations
Back-end
Front-end
30%
of the value
and effort is
visible
(mobile UI)
70%
of the value
and effort
lies under
the surface
Short time to market
Web? Hybrid?
Native?
Teamwork
Industrialize dev
Integrate with SDLC
Ensuring continued
support in a quick-
changing
landscape
Track problems that
affect UX
Manage and
enforce app
versions
SecuritySecurity
Data
protection
Push
upgrades
App
security
User
authentication
User engagementUser engagement
Connect to back-end
Efficient and
flexible
push notifications
Offline availability
B2E app distribution
Track and leverage
location

6 Applying Online Security Tools to a Mobile Space
≠

6 Applying Online Security Tools to a Mobile Space
Security Intelligence
Enterprise Applications
and Cloud Services
Identity, Fraud,
and Data Protection
Content Security
Application Security
Transaction Security
Device Security
DATA
Personal and
Consumer
Personal and
Consumer EnterpriseEnterprise
Device Security Content Security Application Security Transaction Security
• Enroll, provision and configure
devices, settings and mobile
policy
• Fingerprint devices with a unique
and persistent mobile device ID
• Remotely Locate, Lock and
Wipe lost or stolen devices
• Enforce device security
compliance: passcode,
encryption, jailbreak / root
detection
• Restrict copy, paste and share
• Integration with Connections,
SharePoint, Box, Google Drive,
Windows File Share
• Secure access to corporate
mail, calendar and contacts
• Secure access to corporate
intranet sites and network
Software Development Lifecycle
•Integrated Development
Environment
•iOS / Android Static Scanning
Application Protection
•App Wrapping or SDK Container
•Hardening & Tamper Resistance
IBM Business Partner (Arxan)
•Run-time Risk Detection
Malware, Jailbreak / Root, Device ID,
and Location
•Whitelist / Blacklist Applications
Access
•Mobile Access Management
•Identity Federation
•API Connectivity
Transactions
•Mobile Fraud Risk Detection
•Cross-channel Fraud Detection
•Browser Security / URL Filtering
•IP Velocity
•Mobile Malware
Security Intelligence
Advanced threat detection with greater visibility

7 Mobile Governance Extremes - Helicopter vs. Free-range Parent
 Who owns the mobile apps in the organization?
 Is IT mandating mobile development standards?
 Is there an established security standard for mobility?
 Do developers have full control over development cycle?
 Who owns the corporate app store certificates and deployment?
 How is app usage tracked and analyzed?
or

8 Apps Abandoned and Forgotten
 L

9 Sitting on the Sidelines…

Top 9 Mistakes in Mobile Pharma
1. Mobility is an Afterthought Extension of Online
2. Patchwork Mobile Strategy and Disjointed Execution
3. Prioritizing Users Away with OS / Device-specific Focus
4. Designing Online Experiences for Mobile Screens
5. Looking at Mobile only through a Development Lens
6. Applying Online Security Tools to a Mobile Space
7. Mobile Governance Extremes - Helicopter vs. Free-range
Parent
8. Apps Abandoned and Forgotten
9. Sitting on the Sidelines…

© IBM Corporation 2014. All rights reserved.
References in this document to IBM products or services do not imply that IBM intends to make them available in every country.
Trademarks of International Business Machines Corporation in the United States, other countries, or both can be found on
the World Wide Web at http://www.ibm.com/legal/copytrade.shtml.
Let’s talk mobile.
Yonni Harif
Enterprise Mobility Executive
yharif@us.ibm.com
646-696-8213

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Mobile Pharma: When 'Go Mobile' Goes Wrong - Top 9 Mistakes

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