The presentation was conducted at an event organised by the NHS Innovations South East and was hosted at the Maidstone & Tunbridge Wells NHS Trust and will provide you with 7 key points to implement, consider and remember when trying to get your healthcare app noticed. How to get your app noticed. Often, too much time, energy and money is spent during the design and development phase of a mobile app with little consideration on a launch and marketing strategy. Many healthcare organisations wonder 'what next.

1. @scotthague
google.com/+IntegratedchangeNet
facebook.com/IntegratedChange
www.integratedchange.net
From testing to distribution – getting
your app ‘out there’ and noticed.
March 18th 2014

2. 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

3. Image source: Apple

4. Where does your app feature in all of this?

6. Image source: Apple

8. Mobile strategy can become
OVERWHELMED with
the technology

9. A change of mind set?
Your app is a product. Market it like one.
Patients are consumers
HCP’s are consumers
What we demand from retail and banking,
we should demand from mobile healthcare

10. app stores are no different

11. 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

12. You need a
business model

13. www.businessmodelgeneration.com/canvas
http://thehappystartup.co/canvas/
Try some
of these

14. 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

15. Persona Development

16. The Price Point
1. Free
2. Paid
3. Paymium
4. Freemium?
Image source: Apple

17. Image source: Apple
App Store Price Points

18. • One app for all devices
• No need to download multiple app versions
• Universal apps is the growth area
Consider universal apps

19. App store catalogue by type
Image source: Apple

20. Getting your app noticed
can seem like…

21. …or a leap of faith

22. 7
key points in ‘getting your
app noticed’

23. 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

24. Appency
iAd
InMobi
AdMob
Fiksu
Facebook Mobile App Install Ads
Millennial Media
TapJoy
Flurry App Circle
Localytics
Playhaven
Chartboost

25. 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?

26. 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

27. Source: MobileSmith 2014
50%
Less than
mHealth apps downloaded
500+ times
26% are used only once
2/3
Abandoned after 10th use

28. 2. Develop a great UX
Organisations have a poor understanding
of mobile
Source: IBM/eConsulancy
33%
user experience

29. 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?

30. 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

32. 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
• pressreleases@apple.com

33. 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

35. 5. The App Store
http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know
60%

36. 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

37. 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/

38. 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

39. 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)

40. 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

41. 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

42. 6. Free Tools
Smart app banners
App store short links

43. • 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

44. • 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

45. 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!

46. 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

47. 6. iAd Workbench
• Promotional tool to drive downloads
• Create your own campaigns
1. Select the app to promote
2. Select the audience from 8 different criteria
3. Set your budget
4. Choose from 4 template banners to use
5. Wait for 24 hours
6. View statistics, tap through rates…
http://advertising.apple.com/uk/tools/iad-workbench/

48. 6. iAd Workbench

49. • 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

50. Google Mobile App analytics
Flurry
Distimo
Flightpath
App Annie
Nielsen
InMobicomScore
7. Measure & Track

51. 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

53. 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

54. 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

55. …and don’t stop
Image: thenarrowlens.com

56. Make sure you have a framework
to support your activities

57. The 7 key points
1. Be clear on measurement
2. Develop a great app
3. Build the value proposition
4. Be offline
5. Utilise the app stores
6. Be online
7. Track, monitor, implement

58. Thank you for listening
@scotthague
google.com/+IntegratedchangeNet
facebook.com/IntegratedChange
www.integratedchange.net
http://www.slideshare.net/scotthague
http://www.integratedchange.net/blog