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.

9th April 2013

Share

Tags

Company Details

Blue Latitude Health

+44 203 328 1840

Contact Website

Address:
Blue Latitude Health
Crusader House
145-157 St John Street
London
EC1V 4QJ
United Kingdom

Latest content on this profile

The dark side of direct-to-consumer genetic tests
Direct-to-consumer testing is an affordable way to better understand your DNA, but is this a leap forward in innovation or another layer clouding an already complex market? From anxious patients to unnecessary surgeries, we reveal the barriers for healthcare professionals and patients, and how to solve these industry challenges.
Blue Latitude Health
Genetic counsellors: the new healthcare influencers?
Blue Latitude Health explores the relationship between physicians and genetic counsellors, and the impact this has on turning precision medicine into a reality for oncology patients.
Blue Latitude Health
Mastering the precision medicine opportunity
The rise of precision medicine will transform the pharma business model, challenging the way we commercialise therapies. BLH Senior Consultant and precision medicine expert David Cooney, reveals how you can plan for this change.
Blue Latitude Health
Medopad: the up and coming unicorn transforming remote patient monitoring
Blue Latitude Health speaks to Medopad’s Martha Carruthers to learn how the start-up’s modular apps are helping patients with complex diseases.
Blue Latitude Health
Bringing the NHS into the 21st century
As the NHS celebrates its 70th birthday and a £20bn “birthday gift” from the UK government, we find out how one company is delivering what the National Health Service really needs – a financially sustainable method of healthcare management. Dr Kruti Patel Clinical Operations Manager at virtual healthcare provider Medefer tells us more.
Blue Latitude Health
Successful brands tell stories
Creating a strong brand story is the first step in developing a successful pharma brand. Here, Head of Insight Martine Leroy and Jocelyn Coutinho reveal the tools and techniques they use to create a narrative that makes an impact.
Blue Latitude Health