2013 qa summit for digital healthcare marketing presentation guide
DESCRIPTION
The first ever QA Summit for Digital Healthcare Marketing took place in October 2013 and more than 20 agencies and organizations attended. This guide includes presentations from all the speakers at the event. Speakers: Jim Spillson, Joe Shields, Ben Currie, Elizabeth Estes, Michael Morowitz, Shachar SchiffTRANSCRIPT
Agenda
8:30 AM Breakfast - Pearson Room
9:00 AM Welcome & IntroductionJim Spillson (AbelsonTaylor)
9:10 AM Setting Context for Quality in Healthcare MarketingJoe Shields (AstraZeneca)
9:40 AM Shift LeftJim Spillson (AbelsonTaylor)
10:00 AM Mind the GapBen Currie and Elizabeth Estes (GA Communication Group)
10:30 AM Break
10:40 AM “Roundtable” Discussion
12:00 PM Lunch - Buckingham Room
1:00 PM Keynote PresentationTesting is not Assurance: QA in Digital MarketingMichael Morowitz (R/GA)
1:30 PM Client Panel Discussion
2:40 PM Shift to MobileShachar Schiff (Bad Testing)
3:00 PM Break / Afternoon Snack
3:20 PM Best Practices Document Working Session
4:50 PM Closing - Jim Spillson
Introductions
Jim Spillson – HostManager of Quality Assurance, AbelsonTaylor
Dale Taylor – Co-HostPresident, CEO, AbelsonTaylor
Mark Goble – Co-HostPresident, COO, GA Communication Group
Ben Currie – Co-HostGroup Director Digital Solutions, GA Communication Group
Joe Shields – ModeratorDigital Marketing Leader, AstraZeneca
2
We All Face the Same Questions
iOS management How much testing is enough?
4
QA team responsibility
Jailbreaking (iOS)Simulators
Automation
3rd party vendors
PC operating systems
MDM deployments
Are some bugs not worth fixing?
What about mobile testing?
Bug tracking systems
Test devices
What about Android?
Xcode
Crowd source testing
Constant release of browsers
client ITBrowsers too old?
Agenda
Morning Session
9:00 – Welcome & introductions [Jim Spillson]
9:10 – Setting Context for Quality in Healthcare Marketing [Joe Shields]
9:40 – Shift Left [Jim Spillson]10:00 – Mind the Gap [Ben Currie &
Elizabeth Estes]10:30 – Break10:40 – “Roundtable” Discussion
6
Afternoon Session
12:00 – Lunch1:00 – Testing is not Assurance:
QA in Digital Marketing [Michael Morowitz]
1:30 – Client Panel Discussion2:40 – Shift in Mobile
[Shachar Schiff]3:00 – Break3:20 – Best Practices Working
Session4:50 – Closing
Our Goal
Best Practices Document• Gather all information today• Review, refine, participant approval/
endorsement• Publish and distribute
7
Discussion Format and Miscellaneous
• Participation– Ask questions: working session with real outcomes– Q&A for panel discussion, keynote and presentations will be at the end– Best Practices template in front of you
• Considerations– Place phones on vibrate– Respectful of others– Microphones for everyone
• Miscellaneous– Breaks and lunch in Buckingham Room– Charging station– Special requests (hosts/hotel)
9
Future Events
10
Information
• Publish Best Practices
• YouTube channel• White paper• Publications• LinkedIn group• StateofQA.com
2014 QA SummitSXSW 2014• QA Best Practices
in Today’s Digital Agencies
Disclaimers
• The views expressed are my own & not necessarily those of my employer
• Please note that all images in this presentation are borrowed from the Internet, and cited where possible
• There may be a Google Glass reference today. Sorry
2
Managing creativity is hard
“When the job is to conjure the next brilliant idea out of thin air, against
deadline, via a combination of inspiration, hard work, experience,
intuition, and confidence, getting the best work out of creative people on a consistent and efficient basis can be
tricky business.”
5
Source: Rae Ann Fera, “10 Tips for Managing Creative People,” Fast Company, September 17, 2013.
Customers live in a multiscreen world
• Screens are more than just objects we look at to consume content. We can also:– Use voice+gestures to instruct them– Shoot pictures+video– Play+write music– Get+give directions– Pay for lattes+shoes– Message friends+foes– Control apps+devices
9
Connectivity is now a basic human need
10
SELF-ACTUALIZATION
SELF-ESTEEMBELONGING-LOVESAFETYPHYSIOLOGICAL
WIFI
Technology is fundamentally changing human behavior
• “One in six Americans with recent dating experience have broken up with someone—or had someone break up with them—by text message, email, or sending a message online”
• “People high in FOMO … feel less competent, less autonomous & less connected with others than people who don't worry about being left out”
11
Sources: Pew Internet & American Life Project: Online Dating & Relationships, October 21, 2013, and “No More FOMO: Fear of Missing Out Linked to Dissatisfaction,” Stephanie Pappas, LiveScience.com, May 14, 2013.Image credit: Hubspot.
These human behaviors are also healthcare behaviors
•Consume•Create•Connect•Collaborate•Contextualize•Care
12
Image credit: Boyle-Associates.com.
HCPs are close to the digital tipping point
• In 2014, the majority of EU HCPs will be digitally native
13
Source: Manhattan Research, TTP, ePharma HCP 2012.Image credit: LBi Digitas.
Clinicians are now ‘digital omnivores’
• Digital omnivores routinely use tablet, smartphone & laptop/desktop for professional purposes
• Omnivores are becoming the dominant type– 2012: 28% of clinicians– 2014: 82% of clinicians
• Mobile devices extend the digital day– Computer use drops at 5 PM, but mobile use
for professional reasons remains high until 9 PM
14
Source: “Mobile Trends Report,” ePocrates, 2013.
Changing healthcare context has made ‘Healthcare Anywhere’ a reality for many
Ubiquitous Connectivity
HEALTHCARE ANYWHERE
Empowered Patients
Technology-enabled
Outcomes -driven
Cost Containment
Investments in healthcare must yield better quality outcomes
• “Quality measures are tools that help us measure or quantify healthcare processes, outcomes, patient perceptions, and organizational structure and/or systems that are associated with the ability to provide high-quality health care and/or that relate to one or more quality goals for health care
• These goals include: effective, safe, efficient, patient-centered, equitable & timely care”
16
Source: Centers for Medicare & Medicaid Services, cms.gov.
We need more content for more devices, and faster
19
RESPONSIVE ADAPTIVE
C D E F
A B
C
D E F
A B ABCD
C D E F
A B
C D
A G
E
G
HB C
< optimal viewing experience
optimal user experience >
Although the possibilities seem endless
21
Operating System (OS)
Screen Size
Platform or Channel+ MILLIONS OF CUSTOMER JOURNEYS+ SEVERAL BRANDS
+ MANY FILE FORMATS+ PUSH VS. PULL+
BU
SIN
ES
S R
ULE
S
We must be better at technology
22
visualizationconnectivity
memoryprocessingbattery lifeintegration
Image credit: Samsung.
Fitness or medical device
We can’t do it ourselves
23
“The Marketing department in my company spends
more on IT services than the IT department.”-- Overhead at a recent
pharma industry conference
Yet we’re confused about the current & future role of medical communications agencies
24
Source: “Omnipotent, or omnishambles?” The Economist, August 3, 2013.
And stuff like this isn’t helping
"Go back 70 years, go ahead 50 years, a human is a human. There are primal things that will always drive us: Will this product be better, will it help me succeed, will it make me more attractive? So the technology and the way we to speak to people will change, but those fundamentals will never change.“
David Lubars, North American chairman & chief creative officer, BBDO
25
Source: “The Future of Advertising: Three Agencies' Visions,” Fast Company, November 19, 2010.
We are all in the patient care & healthy behaviors business
28
Image credit: Regrounding.Wordpress.com.
Quality matters in everything we do, not just in software
• Except when it doesn’t
30
Source: Twitter post from Forrester Ideas conference, October 3, 2013.
The lifecycle management of these products & systems happens over years, not months
31
Image credits: PSDgraphics.com, Apple Corporation.
forever.
Finally, we must still manage the tension among quality, speed & cost
• “The ‘cost of quality’ isn't the price of creating a quality product or service. It's the cost of NOT creating a quality product or service. Every time work is redone, the cost of quality increases.”
32
Source: American Society for Quality, ASQ.org. Image credit: Jokeroo.com.
Why Shift QA to the Left?
2
QA starts too late in the process – like at the end.
Build things that aren’t broken in the first place.
The longer a bug hangs around, the more it costs to fix.
Typical Agency Process
3
Job start Requirements Documentation Concept/design Routing
Client review Revisions Development Routing Revisions
Testing Programming revisions Testing Regulatory
review Repeat (2x)
Release
Where Defects Come From
56%
27%
10%
7%
Where Defects Originate
Requirements
Code
Other
Design
4
The Journal of Defense Software Engineering
Shift Left
5
Requirements ReleaseTestDevelopmentDesign
Phase View of Quality
Project Life Cycle
Num
ber o
f Def
ects
Job
Ope
ns
‘Shift Left’Early Detection of Defects
Project Life CycleShift Left Life Cycle
Financial Impact of Shifting Left
6
Cost to fix a defectTime detected
Requirements Doc/Creative Development Testing Post-release
Time introduced
Requirements 1x 3x 5-10x 10x 10-100x
Doc/Creative – 1x 10x 15x 25-100x
Development – – 1x 10x 10-25x
Quality Assurance Really Isn’t A Luxury
7
“It can be tempting to see quality assurance as an overhead. When schedules start to slip then it can be tempting to cut down on quality assurance, but this is a
false economy. A project that is beset by quality assurance difficulties is a grueling experience. It’s also an expensive one as you end up pouring resources into fixing bugs that could and should have been caught earlier in the development process. It blows a hole in profitability,
damages the reputation of your business, undermines user confidence and demoralizes development teams.
Quality assurance really isn’t a luxury.”
10 Myths About Quality Assurance in Software Development – Ben Morris
It’s an Ongoing Process
8
Shift in mindset
• Support from the top
• Client involvement
• Collaboration at all levels
Enable teams
• Training• Proper Integration
• Empowerment
Continuous improvement
• Keeping up with tech
• Tracking defect origination
Process Changes
• Bug tracking throughout
• Automation tools• Best practices document
Shift Left – What it Means to Your Business
9
Improved overall quality
Reduction in overall Software Development LifeCycle (SDLC) cost
Transparency and awareness of quality in SDLC
Increased client satisfaction
Improved adherence to timing and scopes of work
Who Are We?
2
Name: Ben CurrieTitle: Director of Marketing
Technology for GA Communication Group
Fav QA Quote: “A foolish consistency is the hobgoblin of little minds.” -
Emerson
Name: Elizabeth EstesTitle: EVP/Chief Strategy Officer
for GA Communication Group
Fav QA Quote: “If you don’t have time to do it right, you must have time to do it over.” - Unknown
Goal: Get the Conversation Going
4
• Let’s Look At It From Inside Out
• Part Presentation/Part Discussion
• Debate vs. Answers
• Catalyst for Best Practices Doc
Our General Thinking
5
• Quality Requires More Than a Technical Discipline at the End of a Project
• Determining “Critical to Quality” Factors at the Beginning Is Vital
• There Is a Language Barrier Between the Disparate Groups
Why Is It Hard?
6
“I need an automated email that tells people what the weather will be on the day of their check up”
“I need their email address, location and date of their appointment”
Let’s Understand the Players
7
http://blog.mindjet.com/wp-content/uploads/2012/05/Between-Minds-An-Ongoing-Taxonomy-of-Team-Dynamics1.jpg
Team Dynamics Are Complex(er?)
9
http://esdandassociates.com/2012/06/the-dynamics-of-marketing-success/
So Are Expectations
11
http://www.strangeloopnetworks.com/resources/infographics/mobile-infographics/poster-mobile-infographics/
• Consumer Tolerance Limits
• On-Demand World
• Personalization Expected
• User Experience Vital
Under Pressure (Da-Da-Da-DaDa-Da-Da)
12
• Expected to Know More and Do More in Less Time
• While Coordinating More Specialists
• Without Sacrificing Quality
How Do We…?
15
• Address the “Human Side” Systematically• Start at the Top• Involve Every Layer• Identify “Critical to Quality” Moments• Make the Formal Case • Create Ownership • Communicate the Message • Assess the Cultural Landscape• Address Culture Explicitly • Prepare for the Unexpected • Speak to the Individual
Communication Considerations
20
• Internal– Project Kickoffs– Ongoing Team
Reviews – Post Project
• External – Client Involvement– Client Communication
• Lack of Context– Language Barriers– Empathy Chips/Perspective
Process – Issues to Consider
21
• PPDS
• Identifying “Critical to Quality” Moments
• Documentation
• How Locked Down Should It Be?
• Acknowledged Shortcut Areas?
• Managing Change
Strategic Considerations
22
• Feasibility?
• Clear Direction?
• Correct Channel?
• Correct Technology?
• Pulled Through To End?
Time & Budget Considerations
23
• Enough Time?
• Enough Money?
• Is the Project Fully Understood To Determine Time & Budget?
Functionality Considerations
24
• Critical to Business Requirements?
• Critical to User?
• Critical to Success?
• How to Handle Distractions That Do Not Meet Critical Goals But Jeopardize Success?
Maintenance Considerations
25
• Opposite of Software Updates
• Where Are the Checks and Balances?
• Who Is Responsible?
• How Is Value Communicated and Understood?
The Shift to Mobile.
• Shachar Schiff
• Work out of 1871, the technology center at Chicago's Merchandise Mart, designed to help launch and grow early-stage tech start-ups.
• BAD TESTING® offers an advanced and versatile skill set in software quality assurance, testing, and configuration to ensure effective and on time product releases.
Mobile | QA
• Mobile-device testing involves a set of activities from monitoring and trouble shooting mobile application, content and services on real handsets.
• Testing includes verification and validation of hardware devices and software applications.
Mobile | Designs
• You need to know about responsive, adaptive, mobile, and native app design.
• Raises the bottom line on site's final cost.
• Review analytics data.
• Know what device your audience is on.
• Important to look at site traffic and target audience before determining.
Mobile | Estimation
• Project estimations for responsive/adaptive websites need to be treated as separate projects for each Break-point.
• Including development and QA.
Mobile | Responsive & Adaptive
Responsive
• "Fluid" layouts shrink and grow based on the browser size.– Content is sized using percentages, adjusts as the browser size changes.
Adaptive
• Content reconfigured at predetermined "breakpoints".
• Easier to control how content will flow
• 1,2,3 site redesign increases costs, time.
Mobile | Specific & Native App
Mobile-specific
• Mobile-specific site separates your site's desktop experience from the mobile experience.
• Desktop URL on mobile redirects to separate URL (m.yourdomain.com)
Native App
• Device-specific features (GPS, camera, accelerometer, NFC)
• Difficult topic due to development costs
• iOS is different than Android:• Alienates 50% of potential users• 2x costs to develop (iOS, Android)
Mobile | Pew Internet Project Highlights
As of May 2013:
• 91% of American adults have a cell phone
• 56% of American adults have a smartphone
• 28% of cell owners own an Android; 25% own an iPhone; 4% own a Blackberry
As of September 2013:
• 24% of Americans ages 16 and older own an e-reader
• 35% of Americans ages 16 and older own a tablet computer
Mobile | Device Shipment Highlights
• Today feature phones (non smartphones) outsell smartphones; and PCs and portable PCs (notebooks/laptops) both outsell tablets.
• In the future that is expected to change.
• Both analysts predict that marginally more smartphones will be sold in 2013 than feature phones.
Mobile | Mobile Web Statistics
• 61% of people have a better opinion of brands when they offer a good mobile experience.
• 25.85% of all emails are opened on mobile phones, and 10.16% are opened on tablets.
• Almost half a billion tablets will ship in 2013 and 2014 alone.
• Mobile-based searches make up one quarter of all searches.