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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 (UK)
140 Aldersgate Street
London
EC1A 4HY
United Kingdom
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