developing a mobile content strategy for the national cancer institute: a case study
DESCRIPTION
In January 2012, NCI will launch its mobile web site (m.cancer.gov). This session presents a case study of how we developed a mobile content strategy that focused on top tasks for users, leveraged web analytics to make content decisions, developed mobile content presentation standards, and how we leveraged “intelligent content” principles to accomplish our goal of the mobile version of a trusted, reliable cancer information resource.TRANSCRIPT
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Developing a Mobile
Content Strategy for the
National Cancer Institute
Lakshmi Grama, M.A., M.L.S
Senior Digital Content Strategist
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National Cancer Institute
• Part of the National
Institutes of Health
• Nation’s premier
cancer research
agency
• Legislative mandate
to communicate the
results of research
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Jumping on the Mobile
Bandwagon?
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User Research & Analytics
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Bored now
Repetitive Now
Urgent Now
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What Research Told Us
• Patients and their caregivers were
more likely to access our content on
mobile devices
• Health professionals were interested
but we may not be their primary
source of information in a point of
care context
• Scientific researchers really were not
interested in our content in a mobile
context
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What Content ?
NCI Fact Sheets, 82602, 21%
PDQ Adult Treatment, 72228,
18%
Cancer Types, 54973, 14%
What You Need to Know, 51699, 13%
Coping with Cancer, 16389, 4%
Cancer Topics (Other), 12908, 3%
PDQ Adult Treatment
(Spanish), 12553, 3%
NCI Home, 11914, 3%
Other, 84534, 21%
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The Existential Question for
Mobile
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Cancer Apps in the Marketplace
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Our Implementation Path
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Content Entry and Publication
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Content Reuse and Publishing
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Our Structured Content
Worked Beautifully
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As Did Images in Structured
Content
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Adding Structure to Unstructured
Content
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Leveraging Metadata
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Autosuggest Works on Mobile
Too!
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Sharing Our Content is Easy
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As Is Connecting With Us
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Content Strategy Decisions
• Put content on a “diet”
– Selected the most valuable content for
the mobile context
• Links to non-mobile optimized
content
• Make content sharable
• Developing a governance plan for
ongoing content sharing to mobile
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Thanks to Our Great Team for
Making Mobile Happen at NCI
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