mobile healthcare apps: 7 things to remember to get your app noticed
TRANSCRIPT
@scotthaguegoogle.com/+IntegratedchangeNetfacebook.com/IntegratedChangewww.integratedchange.net
From testing to distribution – getting your app ‘out there’ and
noticed. March 18th 2014
60,000,000,000
60+ app stores
1.2m iPhone and 1.1m Android apps
800 iOS apps downloaded p/second
40,000+ ‘health’ apps
A change of mind set?
Your app is a product. Market it like one.
Patients are consumersHCP’s are consumers
What we demand from retail and banking, we should demand from mobile healthcare
It’s not easy being noticed
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
All good companies respond to their communities.
When launching an app, you are trying to build a community.
Establishing a relationship
Earning two-way communication
• One app for all devices
• No need to download multiple app versions
• Universal apps is the growth area
Consider universal apps
We are not doing it for the money, in fact we are doing it to save money.
It’s costing the foundation trust £15,000 to do this
If your not doing it for the money, what are you doing it for?
What are you investing to do that?
1. What Are You Measuring?
Client
Integrated Change
Appency
iAd
InMobi
AdMob
Fiksu
Facebook Mobile App Install Ads
Millennial Media
TapJoy
Flurry App Circle
Localytics
Playhaven
Chartboost
1. What Are You Measuring?
• Patient engagement• Condition management/awareness• Patient satisfaction• Diagnosis• Consultant acquisition• Reducing paperwork• Readmission rates• Research data• Communication• Brand growth/ROI
Be very clear on what your want to measure
Think• How will you measure your success?• How will you know how effective the app is?• What KPI’s will be in place?• What reports need to be generated and to whom?
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
2. Develop a great app
All the analysis, trends and stats on mobile. Subscribe to our free monthly Market Watch Reports
Source: MobileSmith 2014
50%Less than
mHealth apps downloaded 500+ times
26% are used only once
2/3Abandoned after 10th use
2. Develop a great UX
Organisations have a poor understanding of mobile
Source: IBM/eConsulancy
33%user experience
2. Develop a great app
A great app starts with great User Experience design
KISS
Don’t lose sight of the MVP
What problem are you solving? Is there one?
3. Strong Value Propositions
WhatWhat
WHY
Check this out:
Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Forget ‘What’, focus on
4. Offline Marketing: PR
• Use your 100 promo codes
• Get the app into the hands of people that count
• Let them try out the app before its available
• Make sure to support your claims
4. Offline Marketing: Print
• Make sure to use the device images
• Use the real screenshots. Let the app speak for itself
• Use App store badges
• Include the new format for app URL’s– AppStore.com/AppName– AppStore.com/DeveloperName
5. 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
Source: Appia.com
5. App Store Optimisation (ASO)
• App store rankings are algorithmic
Conduct keyword research Competitor analysis matrix Keyword tools like Übersuggest/identify/Google keyword
planner
• Google Play takes page authority into account• Link build to the listing from external sources
https://adwords.google.com/ko/KeywordPlanner/
5. The App Store: app Page
• Keep your description (app & listing) clear and concise
• Build your page to be visually appealing (icons, screenshots)
• Use singular form words. Avoid long-tail keywords
• No need to repeat the category name – its already included
5. The App Store: Reviews
• Let them happen organically
• Ask nicely, in-app
• Listen and respond – always engage
• Keep them in the app
• Subscribe to RSS feed for app reviews (iTunes Connect)
6. Online Marketing: Content
• Blogger outreach – use your promo codes!
• Syndicate your content about the app
• Don’t force content if the vertical is not conducive to it
• Online PR – geared towards building the brand
• Utilise app discovery publisher programs - YouAppi and Appi
6. Online Marketing: SEO
• Capture the 16% of users discovering apps via the web
• Create a page/website – mobile optimised!
• Optimise page content for the keywords
• Acquire natural links to that page, build authority
• App indexing – app’s are no longer left out of search results* *https://developers.google.com/app-indexing/
Scroll through www.integratedchange.net/blog for more information on this topic
• Pay-Per-Click enhanced campaigns
• AdWords now integrates with Mobile analytics
• Click to download
• App indexing/deep linking
• Keywords trigger your ads
• Geographic targeting
6. Online Marketing: AdWords
• Static ads and recently video ads
• Changed to a Cost Per Action model
• Requires an App Store URL
• Target age/Interests/locations
• Use share sheets within apps
6. Online Marketing: Social
https://www.facebook.com/business/mobile-app-ads
145Million app installs
6. Online Marketing: Video
• Short video to demo the apps key features
• Downloads are pre-qualified
• Make sure to have clear calls to actions
• Promote the video
• Make sure its professional!
6. Online Marketing: Email
• Entice with a good title, concise content
• Support social media
• 41% of emails are opened on mobile
• Make emails mobile optimised!
• Add app store link to your signature
Image – iconhot.com
6. iAd Workbench
• Promotional tool to drive downloads
• Create your own campaigns
1. Select the app to promote2. Select the audience from 8 different criteria3. Set your budget4. Choose from 4 template banners to use5. Wait for 24 hours6. View statistics, tap through rates…
http://advertising.apple.com/uk/tools/iad-workbench/
• 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
Paralysis Form Analysis
7. Measure & Track
Google Mobile App analytics
FlurryDistimo
Flightpath
App Annie
Nielsen
InMobicomScore
7. Measure & Track
7. Measure & Track
• 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
7. Mobile App Analytics: Google
• iOS
• Web applications
• Android
• Provides a whole host of reporting
http://www.google.com/analytics/mobile/https://developers.google.com/analytics/devguides/collection/?hl=en
7. Don't forget existing users
• They will drive your campaigns and give insights
• Build app roadmaps and updates
• Consider push messaging
• Make them relevant, timely and user controlled
The 7 key points
1. Be clear on measurement2. Develop a great app3. Build the value proposition4. Be offline5. Utilise the app stores6. Be online7. Track, monitor, implement