Kaiser Permanente now operating on the Mobile First strategy that’s put Google in pole position

A brilliant report by Kate McDonald in Pulse IT Magazine outlines why Kaiser Permanente are now adding functionality to their My Health Manager mobile app before their website:

the My Health Manager web service has been hugely popular, with over 63% of its eligible members using online services, the company was now developing functionality for mobile devices before adding them to other digital services… …By 2015 in the US, we have learned through a number of studies that mobile will be the dominant way, people won’t be going to their PC first, they will be going to their mobile… …Today, 15% of our traffic comes from mobile and that keeps going up, and it has surprised us how fast that has taken off. People were using their mobile to get to our services before we even optimised it so they had a pretty bad experience. Now we are really making sure that everything works on a mobile device… …Mobile is now so front and centre about how we are moving forward that we are using the expression ‘mobile first’. The reason we are doing that is that if you develop for mobile, it will be a much better experience for your website too because it forces you to design in a very simple way, and that’s a good thing. With the web, I think we got a little carried away with the amount of content we could put on… …In the US, almost half of the people have a smartphone and Australia is not far behind. Your rate is growing too and that is really something to pay attention to because again, when you are walking around with your smartphone, that’s where you are. Think of it as ‘care where you are’ – you can access services, get reminders and do much of healthcare through a phone… …concerns over privacy and security, and that older people will not readily use digital services, were stereotypes… …our numbers don’t bear that out. People expect it to be secure and private but it does not get in the way of people signing on and using our services. And the other one is that older people won’t use it. In the 60-69 years of age group, over 60% are using our online services, which we have always been very surprised by, but again it is back to relevant, easy to use services that allow people to connect

Anna-Lisa Silvestre, VP Online Services, Kaiser Permanente (presenting to the National Medicines Symposium)

Related links:

o to a million in 1 month: KP’s mHealth initiative is the fastest ever adoption of a digital health service in history
Google announces Mobile First Strategy (Feb 2010)

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