Everything You Know About Mobile is Wrong

2011 was a breakout year for mobile Internet use. I’m not just referring to the growing number, size and power of smart phones and tablets or the near-universal availability of affordable Wi-Fi and cellular data networks. Mobile Internet users have also become more numerous, adventurous and sophisticated.

The truth is we’re playing catch-up with our users. If your mobile strategy is a year old, it’s time to throw it out and start fresh.

The “Common Wisdom” Around Mobile
For the early adopters, mobile Internet use isn’t new. We spent years addicted to our BlackBerrys, Moto Q’s and first generation iPhones, which allowed us to check the occasional website. Many of our preconceptions come from these early experiences – screens were small, bandwidth was at a premium, and many websites were marginally functional on our little lifelines to the digital world.

As the number of Internet-enabled mobile devices grew, we saw our opportunity to make the online world more hospitable. The percent of site visitors started growing and we made the case for creating an optimized mobile experience.

Given the struggles of accessing information on those early devices, we created a set of use cases for how users use the mobile Web. These assumed mobile users are typically on the go, and looking for phone numbers and addresses. In other words, we built mobile sites for users who need information while driving and operating their phone one-handed.

The result was small optimized mobile sites containing only a fraction of the content on the full website. Mobile sites included simplified navigation, big buttons for large fingers on small screens and few features for tight bandwidth limitations.

The Tipping Point
In January, Nielson reported 116 million U.S. mobile phone Web users and Apple sold more than 55 million iPads last year alone.

In research performed by Geonetric with 30 hospital and health system websites, the average site saw a 230% growth in mobile traffic from

January 2011 to January 2012. In that time, the percent of all visits coming from mobile devices grew from 4.6% to 11.5% with some individual sites seeing more than 20% of traffic coming from mobile devices!

The reality is that mobile users have changed. They’re no longer the early adopters. They don’t just use their smart phones and tablets when on the go.

Visitors no longer just want maps and directions. And they’re looking for more than just that physician directory. Careers, service information, health resources and even baby photos get lots of use on mobile devices.

A Mobile Future
There’s a new way to approach mobile. It’s no longer sufficient to provide a mobile-optimized window into a small sliver of your site. Consumers want mobile access to your whole site.

All of your Web pages should be mobile-optimized for a range of screen sizes and device capabilities. Mobile isn’t just about phones and tablets anymore. Internet-connected devices are popping up everywhere. There are a variety of ways to surf the Web on your television, cars are coming with Android-based navigation and entertainment systems include a browser … you can even buy an Internet-connected refrigerator.

Of course, that might explain why the banana I ate this morning had a QR code…

Learn more about where mobile is going by joining us for our upcoming webinar Everything You Know About Mobile is Wrong on May 24 at 3:00 p.m. CT.

Approaching Responsive Design Responsibly

One thing is certain about the Web – change is imminent and constant. As Web strategists, writers, designers, and developers, we’re used to this reality. That’s why when the Web throws yet another curveball, we’re prepared to react. The latest curveball has come with a shift in how people interact with online content – their migration to mobile devices.

Back in 2009, Morgan Stanley published a 424-page diatribe titled, The Mobile Internet Report, which declared, “More users may connect to the Internet via mobile devices than desktop PCs within five years.” Smart people, those Morgan Stanley folks. Midway through 2012, we’ve already seen an explosion in the adoption of mobile devices.

Studies indicate that some users are leaving their desktop machines for a mobile device and not turning back. For those users, it appears their mobile device may be the only computer they need. Other users strike a balance between their mobile and desktop devices.

As designers, we have been watching this trend for several years, and it’s clear we’re no longer designing for one on-screen experience. Instead we have to be responsive to the needs of all users, across all devices, ranging from extra-large to small – from vertical to horizontal. And websites need to adapt to these varying screen resolutions, aspect ratios and user inputs.

The uncontrollable nature of mobile computing has challenges that go along with it. Imagine you are a painter. You take many things into consideration as you approach your latest work – design principles and elements. Color. Emphasis. Contrast. Line. And perhaps most important, composition.

Now imagine cutting your new work into pieces and issuing those pieces to your fans allowing them to be reassembled in any way they see fit. One of your fans wants a horizontal piece to hang over a mantle. Another wants a vertical piece to place next to a doorway. You get the idea. Designing a site so it can be “cut apart” and reassembled in a number of ways is how we’re reacting to the shift in mobile usage. It’s called responsive design.

With media queries embedded in CSS, we can alter the placement of images. We can introduce new, alternate layouts tuned to each resolution range. And we can fine tune navigation so it’s more prominent in a widescreen view, or reposition it above a logo on smaller displays.

We can also fine-tune elements to create a more optimized user experience regardless of the device type. We can increase the target area on links for smaller screens. We can selectively show or hide elements that might enhance page navigation. We can even practice responsive typesetting – stripping down gorgeous fonts in favor of system defaults to minimize the amount of data needed to display the site properly – saving users valuable kilobytes in a world where wireless data plans are ever-increasing in price.

Geonetric is fully immersed in responsive design solutions. And we’ll be discussing this in further detail during our upcoming webinar.

The Symposium High

The anticipation for Geonetric’s annual eHealth Symposium felt a little like waiting for Christmas as a kid. As an account manager I get to interact with our clients daily, and usually that interaction takes place over the phone. I was excited to meet our amazing clients in person and most importantly introduce them to the large support team we have at Geonetric! I get to experience the great work of our designers, content writers, strategists and brains behind our software and portal products every day and couldn’t wait for our clients to experience the same!

My client conversations typically focus on project goals and status updates, and therefore leave little time to catch up on weekend plans and kid updates. Symposium allowed for Web strategy conversations, idea sharing amongst clients and the opportunity to catch up on their lives outside of work.

In the end, Symposium was everything I had anticipated it would be. The fun continues as we sort through the idea list with our clients and work through planning and budgeting to put many new ideas into full motion. There is nothing better than an idea that turns into results!

Organ Donation Goes Social

The biggest hurdle with organ donation today is the lack of organs. While transplants are no small feat from a clinical perspective, the healthcare system has the capacity to do many more transplants than are done today and thousands of patients die each year while waiting to receive organs.

Surveys have shown strong support for organ donation, but this rarely translates into even the most minor of actions. Many states have made organ donation as simple as checking the box on the back of a driver’s license and still few people take that step. The only approach that seems to work is presumed consent in which all citizens are organ donors by default unless they take steps to opt out. Unfortunately, this approach has gained little traction in the U.S.

The missing element just might be peer pressure. We’re willing to do all sorts of things that we’d rather not think about given a little nudge by our friends and family members.

We may therefore see some real progress this week as organ donation goes social. No, I’m not referring to Justin Beiber using Twitter to help a young woman in need of a lung transplant.

Facebook is putting its weight behind organ donation.

Facebook, in partnership with Johns Hopkins, added a new feature allowing its millions of users to declare their organ donation status. The declaration is a Facebook “Life Event” and therefore appears in the user’s timeline and is visible to their Facebook social graph.

In addition, Facebook has added an interactive feature directing consumers to the appropriate donation registry for their state.

To declare yourself a donor, select Life Event from the upper right corner of your Facebook timeline view, then select Health & Wellness followed by Organ Donor. Then follow the prompts from there.

It’s the hope of Facebook and Johns Hopkins that this move can help build momentum in donor registry to alleviate the organ shortage forever. So go out and personally sign up, and share this on your hospital’s Facebook page!

New Genesis Healthcare System Intranet Empowers Employees

So you’re considering turning your intranet into a lean, mean communication machine? Well, we have good news! It can be done. Genesis Healthcare System recently worked with Geonetric to overhaul their intranet, aptly called iGenesis. (This is in addition to the website we recently launched for the organization.)

With consistency being a big focus, it was important for the intranet design and information architecture to coordinate with Genesis’ new public facing site. So, many of the same design elements on their website are shared throughout iGenesis as well.

We included our Policies & Procedure Manager software as part of the build. Like many healthcare intranets, over the years iGenesis had become a central repository of information, housing numerous outdated documents and broken links. The goal was to create a centralized location where human resources could not only house current and up-to-date policies, but also quickly communicate changes via the intranet to employees.

The new content structure and organization enables users to efficiently find searchable content. Users can search by using an internal search or find what they are looking for in just one to two clicks. For example, a nurse looking for the most recent policy on Insulin: Continuous IV Administration can navigate directly to this policy in a few clicks or search directly by typing out a few keywords in the main navigation.

Congratulations to Genesis Healthcare System on yet another launch that empowers employees!

Now, what’s on the menu for lunch today?

Comments in Response to the Meaningful Use Stage 2 Notice of Proposed Rulemaking (NPRM)

Geonetric submitted comments this morning on the proposed Stage 2 requirements for Meaningful Use. We share those comments here:

As we look forward to the next stage of Meaningful Use (MU), we are excited. While the MU Stage 2 NPRM focused attention on a number of areas that most providers avoided in Stage 1, there were some pleasant surprises, particularly in the area of patient and family engagement.

Engagement

Most important is newly proposed requirements for patients to actually USE the software. The ultimate goals of healthcare reform require patients to be partners in their care. New models of care don’t work without robust patient engagement.

Patient engagement is an area which we, as an industry, are currently weak. The absence of criteria in Stage 1 for the actual use of deployed tools has led many EHR vendors and provider organizations to take a “check the box” mentality. The result: a lack in usability from many patient-facing technologies deployed during Stage 1. The newly proposed metrics will overcome this.

I hope these requirements were not put into the NPRM with the intent of being sacrificed. I anticipate there will be negative comments in this area. In fact, I’ve already heard some in the industry suggest these items were added so they could simply be removed later as a way for CMS to appear responsive to public comments.

Stage 2 patient engagement requirements are a reasonable and necessary step to verify the meaningful use of consumer-facing technology. Not only will vendors be required to improve tools that are unusable today, but provider organizations will also be required to incorporate these technologies into clinical practice.

It is certainly possible to look to different metrics of patient access and use. For example, we need further clarification as to what constitutes a secure message under §170.314(e)(3). Certain platforms use messaging as an unstructured way to communicate what should be managed as structured data, and I’d hate to see a further move in that direction as an unintended consequence of these requirements

One of the key tenets of Meaningful Use has always been that installing the software is not enough. These changes are intended to reflect the way that healthcare organizations work.  Such changes are hard, but it is my sincere hope that you hold onto that vision and keep the requirements in the final rule that are intended to accomplish it.

Process of Certification

The other exciting changes include the certification and attestation process. This is a clear response to frustrations from both vendors and providers.

While I applaud steps to eliminate the need to package, test and deploy tools that are irrelevant to a particular solution, I fear the approach taken is very tactical rather than strategic. They ease the pain but don’t eliminate the underlying problem.

The underlying problem is that the certification process has been designed backwards.  The process was begun by envisioning a single-source comprehensive EHR solution and then trying to piece out its components. MU Stage 1 required vendors to demonstrate requirements that weren’t relevant to their products, and providers to purchase and implement software that wasn’t relevant to their practice.

Taking this model and adding some flexibility is certainly a step forward, but it fails to address the underlying model failure.

Instead, the model should look at each requirement as a stand-alone. What do we expect that component to do? What do we expect it to get from other systems? How do we expect it to relate to its neighbors?

Providers and vendors have been confused with Stage 1’s boundaries. For example, consider Discharge Instructions. Clearly the system that generates those instructions requires certification. However, if there is a patient portal in place that delivers them to the consumer, does that piece also need to be certified for that requirement?

Those boundary issues continue for any situation where providers wish to implement a best-of-breed component alongside a solution certified as a Complete EHR. Because the Complete EHR is certified as a unit, providers must purchase and implement components from that solution they don’t intend to use in order to have the certified package.

Further, integration and data sharing shouldn’t just occur between complete EHRs, but also from module to module. This requires defined interfaces for key information at a more granular level. Without this, complete EHR vendors are locking in their clients with the pain and expense of a complete EHR migration.

To encourage the innovation and competition needed to improve healthcare, we need a better pathway for the implementation of certified modules. We need to serve the needs of specialty groups more effectively and provide an easy way for them to implement only the pieces relevant to their practice.

This NPRM represents a significant step forward in defining the necessary HIS infrastructure to support the health system we want in the future. I hope you’ll take these recommendations to heart. Stand firm on requirements for patient engagement. And take steps to encourage innovation by allowing providers to implement best of breed components to their strategies.

Worlds of Fun – Launching North Kansas City Hospital’s New Web Presence

When I think of Kansas City, my mind always conjures up images of a family trip to Worlds of Fun. I was lucky enough to provide support to North Kansas City Hospital (NKCH) as they worked with Geonetric to build a new Web presence, and let’s just say throughout the project I was as excited as a kid waiting in line for a rollercoaster.

Together NKCH and Geonetric created a consumer site, patient portal and mobile website. The new site offers intuitive navigation and compelling design while providing a multitude of self service options including a comprehensive provider directory, service directory, bill payment, wellness tools, and calendar and events.

And what’s not to love about increasing usability and task completion?!

Plus, Geonetric’s long-term strategic guidance is able to help NKCH’s goal of building a stronger community focus become a reality. You might say we are there at every turn to make sure that rollercoaster stays on its tracks!

Implementing a patient portal was a central goal when creating this new Web presence. NKCH’s patient portal allows users to submit forms that pre-fill with known patient information. This feature allows users to complete health forms for their entire family while managing them in one central, secure place.

NKCH also introduced a mobile site that allows patients easier access to health information while on the go and provides critical way finding navigation to patients and visitors. When a visitor steps into the hospital or the Health Services Pavilion facility they can view maps and directories on their mobile device, allowing them to easily navigate the hospital.

To say that partnering with NKCH has been a world of fun is an understatement! The NKCH marketing team consistently demonstrated their commitment to patient quality and satisfaction throughout the project. And we are just as committed to helping them further their mission – while having some fun along the way!   

 

 

Winning the Content Battle with Strategy

Do you know the stages of the ever-evolving Web content lifecycle? How about what makes your online content effective? To be successful in today’s online world, website managers need to approach content strategically. They need to know who their content is targeting and how to stay consistent across both online and offline media channels.

In the March 2012 edition of Healthcare Marketing Report, Geonetric’s Ben Dillon explains not only what content strategy is, but also why it is so important to healthcare marketers. Ready to learn more? Read Ben’s article, “Winning the Content Battle with Strategy.

Nielsen Misses the Mark on Mobile

“Good mobile user experience requires a different design than what’s needed to satisfy desktop users. Two designs, two sites, and cross-linking to make it all work.” – Jakob Nielsen

“Interesting, but no.” – Me

It’s been a time of explosive growth for mobile internet use and healthcare websites are no exception.  We’ve seen average growth of 300% in mobile visits to hospital and health system Web properties! It’s no surprise, therefore, that we’re spending a lot of time exploring solutions for better serving mobile visitors.

Through that exploration, our understanding of mobile Web usage has evolved as devices have progressed and consumers have become increasingly savvy in their use of these tools.

So I was quite surprised to read the opening quote from Nielsen which feels like an outdated approach.

Reading through Nielsen’s writings on mobile, he makes the following observations:

  • Traditional websites are very difficult to use on mobile devices
  • Sites designed to be optimized for mobile devices don’t serve desktop users well
  • Both mobile and desktop users are best served (i.e. best able to complete tasks) by Web interfaces that are optimized to their personal use cases

All of which is very logical. From that, Nielsen concludes that you should have separate sites for mobile and desktop. Further, your mobile site should not only have an optimized user interface, but should cut features and content to support the mobile use case.

This is what Geonetric’s been doing for mobile visitors for the past several years.

Nielsen’s fundamental error is in what he believes the mobile use case to be, stating that if “done right,” paring down the site isn’t a problem because it will be built “in such a way that the mobile site satisfies almost all the mobile users’ needs. If this goal is achieved, the extra interaction cost of following the link to the full site will be incurred fairly rarely.”

By assuming that only a small subset of site content and functionality is needed, he’s still testing with the assumption that we’re surfing on our phones while driving in a car, one handed, with lousy bandwidth.

This is a risk of focusing too heavily on research in the lab. To balance, I’ve taken a look at how actual mobile visitors are using the sites of 30 health systems, grabbing usage data by topic then coding the results for comparison. From this, we get the following top ten areas:
Top Mobile Content
This doesn’t align at all with our expectations for the mobile use case! We’d expect mobile visitors to be looking for nothing but phone numbers, maps and directions. Certainly those things make the list, but there’s an equally strong desire for information on careers and the deep content areas of Services, Health Resources and the About section.

Let us therefore update our mobile use case. Site visitors want your site to be available from their mobile device. That’s it.

At the same time, I agree completely that the user interface should be optimized to the device. Nielsen indicates that we actually have more than two situations here. The ideal case is actually to have several sites designed for large tablets, small tablets, and smartphones. Again, I agree wholeheartedly.

We’re no longer constrained to an either-or scenario for site designs. Using the relatively new tools of responsive design offers a technical solution to this very problem.

A responsive design takes your website user interface and adapts it to the size and capabilities of the browser in which it is being presented. Is the screen large? Here are some big images across the top of the page. Do you have a mouse? Have some mouseovers. Will you support a swipe action? We’ll use that. The site will adapt to flipping the device from portrait to landscape and so forth.

Going forward, the right answer is to have one site that is optimized for any device visitors are using.

If you would like information about implementing a new site that supports responsive design, contact us.

Your Feedback Matters When You’re a Geonetric Client

Ever wish you had more of a voice with your current content management system vendor? When you work with Geonetric, your input shapes future versions of our VitalSite content management system.

We release a new version of our product every quarter and many of the enhancements we make are based on the client feedback we receive. In fact, we’ve decided to take that process to the next level and make it even easier for users to share their ideas with our product team.

In our latest VitalSite release, we added a feedback mechanism right into the administrative interface. An icon appears on all VitalSite pages, taking users to a simple form they can submit to share their comments, thoughts and ideas for the product. Suggestions are sent directly to our product team and help shape future versions of the product as well as our user guides.

So as we showcase VitalSite’s new features and functionality in this newsletter, know that many of them were probably ideas our clients submitted via our new feedback mechanism!