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

© 2014 IBM Corporation1

When ‘Go Mobile’ Goes Wrong: Top 9 Mistakes in Mobile PharmaYonni Harif, Enterprise Mobility Executive, IBM


There are 7.1 billion people on the planet6 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


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


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

Hybrid

Pure 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-packag

ed HTML5

resources

Pre-packag

ed HTML5

resources

HTML5 +

native UI

HTML5 +

native UI

Mostly native, some

HTML5 screens

Mostly native, some

HTML5 screens

Pure nativePure

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

Dataprotection

Push upgrades

Appsecurity

Userauthentication

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 Applicationsand Cloud Services

Identity, Fraud,and Data Protection

Content Security

Application Security

Transaction Security

Device Security

DATA

Personal and Consumer

Personal and Consumer Enterprise

Enterprise

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 ResistanceIBM Business Partner (Arxan)

•Run-time Risk DetectionMalware, 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

[email protected]

646-696-8213



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