handi health apps presentation: nec november 2013

@scotthaguegoogle.com/+IntegratedchangeNetfacebook.com/IntegratedChangewww.integratedchange.net

From testing to distribution – getting your app ‘out there’ and

noticed.

http://www.slideshare.net/scotthague

Gartner estimates 100bn apps to be downloaded in 2013

60 app stores

930,000 iPhone and 870,000 Android apps

33,000 unique health apps

Where does your app feature in all of this?

We’ve developed an app!

Mobile strategy can become

OVERWHELMED with

the technology

A change of mind set

Patients are our customers

Your app is a product. MarketIt like one.

What we demand from retail and banking, we should demand from mobile healthcare

The app store is no different

40%made no money from their last app

WHY?

Discoverability is a major problem

High expectations from free apps

Too many app stores

Device fragmentation

Poor quality apps

Overcrowded app stores

Overpopulated app stores

Promotion is high on the agenda - It should be the same for you.

•State of the Industry survey – App developer conference, Los Angeles, November 2013

What about the 60%?

All good companies respond to their communities.

When launching an app, we are trying to build a community.

Establish a relationship

Earn a two-way communication

StartEarly

www.businessmodelgeneration.com/canvas

Existing Insights

• Google analytics – patterns of keyword data?

• First 7 months of 2013, www.nhs.uk received 195,524,674 visits

• 99 million came from a smartphone/tablet• 734,000 from social media

Source: www.tecmark.co.uk/nhs-website-analytics/

https://www.whatdotheyknow.com/

1. Develop a great app

User Experience.

MVP

Create a target profile/Prospect Profile/Persona

Problem solving.Poor understanding of mobile

Source: IBM/eConsulancy

33%user experience

2. Be clear on the metrics

• Brand growth• Condition education, awareness• Early diagnosis and treatment• Revenue• Analyse readmission rates• Seasonal trends• Research data• In-app purchases• ROI

But…

We are not doing it for the money.

So what are you doing it for?

To save money.

What are you investing to do that?

£10,000

So, how will you measure that?

Getting your app noticed can seem like…

Appency

iAd

InMobi

AdMob

Fiksu

Facebook Mobile App Install Ads

Millennial Media

TapJoy

Flurry App Circle

Localytics

Playhaven

Chartboost

A leap of faith

3. The value proposition

WhatWhat

WHY

Check these out:

Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

http://www.inflexion-point.com

4. The App Store

http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know

60% of the apps in the app store have never been

downloaded

4. App Store Optimisation (ASO)

• App store rankings are algorithmic

Conduct keyword research Brainstorming and competitors Keyword tools like Übersuggest/identify/Google keyword

planner (https://adwords.google.com/ko/KeywordPlanner/)

• Google Play takes page authority into account• Link build to the listing from external sources, just as with SEO

4. App Store Optimisation (ASO)

Use singular form words

Try to avoid long-tail keywords

No need to repeat the category name – its already included

http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know

Build your page to be visually appealing (icons, images, videos)

Keep your description clear and concise and above the fold

…but wait.

90%

79%retry an app only once if it failed first time

31%the app should load in 2 seconds or less

Source: Compuware: What Consumers Really Need and Want

5. Digital Marketing

• Blogger outreach

• Online PR – geared towards building the brand

• Remember to use the telephone – make manual contact

• Source and contact relevant journalists manually

• Utilise app discovery publisher programs - YouAppi and Appi

5. SEO (organic)

• Capture the 16% of users discovering apps via the web

• Create a page/website

• Acquire natural links to the page, build authority

• Onpage optimisation – ensure technical aspects/search terms are optimised

• Android 4.4 (app indexing) – app is not left out of search results. https://developers.google.com/app-indexing/

5. Free tools!

Smart app banners - FREE

App Store Short Links - FREE

https://developer.apple.com/appstore/resources/marketing/index.html

• PPC enhanced campaigns

• Instant

• Click to download

• App indexing/deep links

• Keywords trigger your ads

• Geographic targeting

5. Google AdWords

http://searchenginewatch.com/article/2242614/AdWords-Enhanced-Mobile-Campaigns-5-Things-PPC-Marketers-Need-to-Know

• Promote within Facebook feeds

• Instant, easy setup

• Target specific demographics

• Age

• Interests

• Locations

5. Facebook

https://www.facebook.com/business/mobile-app-ads

145Million app installs

• You need to know more about your users• How they found your app• The types of devices• How they use the app• Return rates to the app• Error reporting

DataThere is a lot of noise

6. Measure & Track

Google Mobile App analytics

Flurry

DistimoFlightpath

App Annie

Nielsen

InMobi

comScore• Link Google Analytics to your Google Play account

• Google Play Referral Flow

• Similar to attribution modelling for GA.

• Track effectiveness of marketing campaigns (blogs/articles/ad campaigns/traffic sources etc…)

SDK’s are available

iOSWeb applications Android

http://www.google.com/analytics/mobile/

7. Don’t stop

Make sure you have a framework to support these 7 activities

The 7 key points

1. Develop an app that’s worth downloading2. Agree on the metrics3. Build the value proposition4. Utilise the app store5. Encompass online strategies6. Keep measuring7. Keep the momentum

Thank you for listening

@scotthaguegoogle.com/+IntegratedchangeNetfacebook.com/IntegratedChangewww.integratedchange.net

http://www.slideshare.net/scotthague