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
- 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
- Training the next generation of biotech leaders
- Blue Latitude Health speaks to Dr Ivan Wall, Reader in Cell & Gene Therapy Bioprocessing at University College London, to find out about the future of cell and gene therapy, the impact of Brexit, and how the next generation is paving the way for innovation.
Blue Latitude Health
- About us
- Contact us
- How to advertise
- Site map
- All content copyright © PMGroup Worldwide Ltd 2018
