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Connected Healthcare Experiences
The Importance of Platform Selection in Mobile App Design
and Development for Pharma
Digital Pharma West, San Francisco, CA
June 30, 2011
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
Presented by
Seth Perlman
President, The Lathe
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By 2015,
500 million peoplewill use a
healthcare appWill it be one of yours?
Source: Global Mobile Health Market Report 2010-2012 .
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It might be, if you select the right platform.
The landscape is complex.
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There are several players in the mobile platform game
1.4 2.07
2.1 2.2 2.33.2 4.0 4.1
4.2 4.3
3.1
2.1
3.0
3.1 3.2
7.5
4.05.0
3.0
6.0 7.0
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And you thought it was a pain to support IE6.
(It is.)
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Apple and Google are the leaders in smartphone OS market
share, totaling nearly 70%
RIM is headed down — IDC shows 8 consecutive quarters of
decline to below 20%
Nokia has abandoned Symbian and Meego but embraced
Windows Phone
Microsoft and HP are the dark horses — will Windows Phone 7.5
or webOS 3.0 make a difference?
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Source: Distimo Publication, April 2011.
Nu
mb
er
of
Ap
ps
Apple and Google dominate the app market
>800K apps
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Devices are even more diverse than platforms — let’s just look
at screen sizes and aspect ratios as examples
HPVeer
HTCEVO 4G
MotorolaDroid 2
PalmPre 2
SamsungGalaxy Tab
AppleiPad 2
MotorolaXoom
BlackBerry
Torch
AppleiPhone 4
SamsungCaptivate
SamsungInfuse 4G
2.6” 4.5” 10.1”
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Devices are even more diverse than platforms — let’s just look
at screen sizes and aspect ratios as examples
HPVeer
SamsungInfuse 4G
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There are also a few other ways in which devices differ:
CPU speed
Memory
Availability of front-facing camera
NFC
Fingerprint reader
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So how do we select the right platform for a pharma app?
Like every decision we make, this one starts with
understanding the audience.
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Does the audience use smartphones?
What platforms have users embraced?
How does usage deviate from the general population?
How about tablets?
Is there cognitive, visual, or motor impairment?
Are they homebound?
Are they wheelchair-bound?
Are their phones on the nightstand while they sleep and on the
couch while they watch TV?
If they’re patients, do they rely on caregivers?Prop
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Sometimes, however, answering those questions isn’t so easy.
Too few users in population
Multiple platforms preferred
Data unavailable
Immovable deadline precludes research
Research was inconclusive
Research was leading
Research budget allocated to vis aids and belly bands
VP’s kid likes Android, let’s just go with Android
Don’t really care, stop waving your hands and build me an app
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If research or data doesn’t lead you to a specific platform, it
might be appropriate to consider a mobile web app.
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Native apps
are downloaded
and installed on
the user’s device
Mobile web apps
are accessed from
a remote web
server
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How does a mobile web app address the platform question?
Similar to a website that works with IE, Firefox, and Chrome on
Windows and OS X on the desktop, a mobile web app works
with multiple mobile browsers across platforms
This is made possible by a technology called WebKit and the
use of open standardsPropert
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WebKit is a layout engine on which all* of the modern mobile
browsers are built: iOS, Android, BlackBerry OS, and webOS
The standards supported by this underlying technology are
HTML5 and CSS3, plus WebKit-specific extensions
With some careful planning, a mobile web app written using
these standards can support a huge cross-section of the market
* As usual, Microsoft is doing its best to be last to the partyProp
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Broad platform coverage isn’t the only consideration.
Data security and patient privacy
Deployment
Internationalization and localization
Maintenance and updates
Metrics and measurement
Usability and user experience
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Patient privacy is not inherently platform-dependent
vs.
The protection of patient data is accomplished through softwarearchitecture and implementation decisions
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Mobile web apps
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
Native apps
Let’s look at a few patient privacy considerations
Data typically stored on the
user’s device
Personally identifiable
information inaccessible except
to device owner
A lost or stolen device can
compromise privacy without
adequate safeguards
Data typically stored on a
remote server
Encryption required during
transmission and storage
A lost or stolen device has no
effect on privacy
Additional safeguards required if
data is accessed by a HIPAA covered entity
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Mobile web apps
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
Native apps
Mobile web apps have a distinct advantage in ease of deployment
Distribution channel controlled
by platform manufacturer
Distribution channel is well
known and understood by users
App store features — such as
user comments — are
immutable
App store review processes can
be time-consuming
Distribution channel controlled
by app manufacturer
App is accessed directly to users
with no app store required
Native wrappers can provide app
store presence if desired
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Global rollouts can be a headache
The typical structure of pharma companies’ legal entities poses problems for the distribution of native apps
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Global rollouts can be a headache
Mobile web apps may offer a remedy
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Mobile web apps
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
Native apps
Let’s look at some global rollout considerations
Requires separate app store
account for each local operating
entity
Each market is a distinct app
Issues with users who move from
one market to another
Without a sophisticated build
process, updates across markets
are time-consuming
Single app instance can treat
i18n and l10n like traditional
web approach
Users can seamlessly move from
one market to another
Unified reporting and analytics
with direct market comparisonsPropert
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Maintenance and updates can have legal and regulatory implications
Update Submit Wait Approval
Optional download
Listing
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Maintenance and updates can have legal and regulatory implications
Update Deploy
User accesses latest
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Mobile web apps
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Native apps
Maintenance and updates
Even minor updates require a
new build, app store submission,
and review
Emergency updates mandated
by regulatory are beholden to
the app store process
No guarantee that user will
download the updated version
Becomes even more difficult
with apps in multiple markets
Updates immediately available
when user accesses app
User is guaranteed to access
latest version
Updates do not require
significant advance planning
Updates applicable to multiple
locales are automatically
available
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Mobile web apps
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
Native apps
Metrics and measurement
Requires the use of custom tools
to collect usage data from apps
Events and anonymous data to
be collected must be planned in
advance
Tagged using similar methods to
websites
Aggregate reports based on user
data can be defined any time
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Mobile web apps
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
Native apps
Can a mobile web app approximate the native app experience?
Native apps — particularly iOS
apps — are known for their
smooth, consistent use of
interface elements
In other words, iOSapps always
look like iOS apps
Android apps often look like
Android apps (and getting
better)
BlackBerry apps... let’s not talk
about BlackBerry apps
No specific interface standards
Mobile web apps can look and
feel just like native apps
Public libraries such as Sencha
Touch and jQuery Mobile
Agency libraries
Custom development
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Mobile web apps
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Native apps
How does availability of connectivity impact the decision?
Can be developed to be
completely disconnected (with a
few exceptions)
Connectivity still required for
measurement
Connectivity may be desired to
always load most recent ISI and
PI
Require connectivity at least for
initial access
Generally work better when
connectivity is available
Can use features of HTML5 to
handle disconnection
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There are circumstances that point strongly toward either a
native app or a mobile web app
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Choose a native app when...
Select with certainty
You need access to the device hardware, such as the camera(s) or the
accelerometer
You need to interface with external hardware, such as a blood pressure cuff
or a blood glucose monitor or an autoinjector
Your features must work without connectivity at all times, such as an app
that provides information in an emergency scenario
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Select with certainty
Choose a mobile web app when...
You need the broadest platform support possible
You need to control the distribution channel
Your users must have the latest content and features available for
regulatory and/or legal reasons
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Platform selection is just one element of a mobile app design
and development approach
Consider it carefully
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Thank you!
For more about our mobile solutions, please visit us at
thelathe.com
Hope to see you at DP East in October
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Connected Healthcare Experiences
The Lathe
Connected Healthcare Experiences
The Lathe helps companies utilize web and
mobile technologies to connect patients,
caregivers, and professionals to support improved
outcomes.
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
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Connected Healthcare Experiences
Bio
Seth Perlman, Presidentsperlman@thelathe.com
646-291-6490 / 646-528-5755 m
http://www.linkedin.com/in/sperlman
Seth has more than 17 years of web development experience
for hundreds of clients, from design and implementation to
technical leadership to executive management. He has spent
the past 8 years focused on healthcare and pharmaceuticals
since founding The Lathe in 2003.
Most recently, Seth has focused on mHealth and the
application of mobile technology (apps, web apps) to the
needs of patients, caregivers, and healthcare professionals.
©2011 The Lathe, Inc. Use by permission only. {www.thelathe.com}
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