Please login to the form below
A Pharma Marketer's Guide to the Mobile Web
Despite an acknowledgement of the importance of mobile by the pharma sector, there has been little evidence to show that businesses are harnessing the mobile web effectively, instead opting for mobile app development. This guide sheds some light on mobile web opportunities for Pharma.
Find out what you could be doing to
develop your mobile presence effectively, by downloading A
Pharma Marketer's Guide to the Mobile Web, which was first published in November 2012.
High-level findings include:
- Patients’ needs for content are poorly served: only two European sites (both
concerned with contraception, from HRA and MSD UK) seem to recognise and
address patient audiences, though they serve these needs to widely differing
standards.
- Responsive design techniques for developing cross-device content are
under-represented: Astellas stands out strongly for its European corporate level
sites.
- Users with feature-phones are largely ignored: only Shire.com (providing
investor information) offers a mobile resource fully accessible and usable through
these devices.
- Mobile is (too often) an island: typically, mobile optimisation is reserved for a
single site in a company’s brand portfolio (the global, corporate.com) and when a
browsing journey leads to other properties (e.g. careers, investor or product – let
alone patient – info) the user is passed to a desktop site. It’s also an island where
the natives only speak English.
- Attention to detail is low across all sites: while homepages tend to look
attractive, our review highlights examples both of failure to implement W3C mobile
best practices (such as making all numbers click to call and providing links back
to a full site) and of flawed user acceptance testing which hasn’t detected broken
or missing links.
High-level findings include:
- Patients’ needs for content are poorly served: only two European sites (both
concerned with contraception, from HRA and MSD UK) seem to recognise and
address patient audiences, though they serve these needs to widely differing
standards.
- Responsive design techniques for developing cross-device content are
under-represented: Astellas stands out strongly for its European corporate level
sites.
- Users with feature-phones are largely ignored: only Shire.com (providing
investor information) offers a mobile resource fully accessible and usable through
these devices.
- Mobile is (too often) an island: typically, mobile optimisation is reserved for a
single site in a company’s brand portfolio (the global, corporate.com) and when a
browsing journey leads to other properties (e.g. careers, investor or product – let
alone patient – info) the user is passed to a desktop site. It’s also an island where
the natives only speak English.
- Attention to detail is low across all sites: while homepages tend to look
attractive, our review highlights examples both of failure to implement W3C mobile
best practices (such as making all numbers click to call and providing links back
to a full site) and of flawed user acceptance testing which hasn’t detected broken
or missing links.
Company Details
Blue Latitude Health
+44 203 328 1840
Address:
Blue Latitude Health
Crusader House
145-157 St John Street
London
EC1V 4QJ
United Kingdom
Latest content on this profile
- Medical information in precision medicine
- Global Medical Information Leader James Oughton reveals the top trends in medical information and precision medicine.
Blue Latitude Health
- Behavioural insights to navigate complex healthcare markets
- Blue Latitude Health Head of Insight Martine Leroy reveals how her team uses behavioural insights to help develop strong pharma brands and services, which successfully navigate complex situations.
Blue Latitude Health
- Biotech: it's a people business
- Nancy Hunter is the Marketing Director at a cutting-edge pharmaceutical company. Here she explains how a sharp focus on patients’ needs is driving a new operating model for marketing first-in-class drugs, and she describes how her mother’s experience as a cancer patient has shaped her own outlook on healthcare.
Blue Latitude Health
- Is the pharma business model ready for precision medicine?
- Precision medicine promises to revolutionise patient outcomes and reduce costs for industry but is pharma ready for it? Blue Latitude Health co-founder Head of Strategy Fred Bassett explores the challenges and opportunities while introducing the latest issue of 'Perspective' magazine on this weighty topic.
Blue Latitude Health
- Personas: a top tool for personalising pharma marketing campaigns
- Healthcare customers are calling for greater personalisation in care from providers. Here, we explain why personas are the top tool for ensuring your brand meets this need efficiently and effectively.
Blue Latitude Health
- Does your medical information service work for your users?
- Customer Experience Consultant Nilu Davies reveals how you can ensure your medical information service is fit for purpose.
Blue Latitude Health
- About us
- Contact us
- How to advertise
- Site map
- All content copyright © PMGroup Worldwide Ltd 2018
