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Jennifer Wilson's (The Project Factory) presentation at Mumbrella's Health & Wellness Marketing Summit.
THE PROJECT FACTORY ARE INTERACTIVE STORYTELLERS.
WE CREATE COMPELLING, INNOVATIVE DIGITAL
EXPERIENCES USING MULTIPLE PLATFORMS, WORLD CLASS
CONTENT AND CUTTING EDGE TECHNOLOGY.
MARKETING HEALTH APPS
The best health apps market themselves (but awareness definitely helps!)
We know that if you build it – they won’t necessarily come….
But if you build it beautifully, effectively and get the balance just right – once they come, they will bring others with them.
Factors which help:
Ø Beautiful design: playful, friendly and aimed just right for the market you want
Ø Effective ‘nudges’ at the right time to remind and assist them
Ø Deep personalisation: tailor it totally about them
Ø Community spaces inside the app: get people talking to (and helping) each other
Ø Fun ‘factoids’ that provide pop science, easy learning and useful information
Ø Responsiveness to comments: listen to and respond to what they want
Ø And above all – if it works for them (and you don’t always get that right…) keep at it
CHECK UP GP
Mobile Responsive Questionnaire
A quiz is a gamified survey.
By using interactive elements, playful responses and ‘surprise and delight’ – we got young adults to tell us about their life
and lifestyle – including risky behaviour, bullying, self harm, body image, drug use etc.
The results were incredible for both parties – patients provided more (honest) information and expected of better outcomes
iOS, Android & Windows
The Project Factory were commissioned to build an app for the Australian National Preventative Health Agency (ANPHA –
now part of the Department of Health) to help people stop smoking. The only brief was ‘make it effective’.
We apply principles of personalisation, tailoring, game dynamics and mechanics – creating an app since assessed as the
single most effect tool to assist in the journey to being smoke-free.
High degrees of personalisation (body image); Movement (spinning counters); Relevant interventions (alerts and
notifications – links to science, facts etc), Goal setting (including images of family etc)
By apply principles of personalisation, tailoring, game dynamics and mechanics – we created an app which has been
assessed as the single most effect tool to assist in the journey to being smoke-free. With over 800k downloads, the app
has touched around 25% of Australia’s smokers.
Each new release built on the last, usually with the addition of community requested features, almost always around higher
degrees of personalisation (the exact time you quit; the actual cost of cigarettes) as well as ‘personal best’ to bring in a
sense of competition (against yourself and your previous best ‘smoke-free’ record).
The project included a sophisticated reporting system giving details on the demographics of app users (allowing the success
of marketing campaigns to be determined) as well as success in the goal of help people become smoke-free.
The community forum within the app (now self moderated) has thousands of people share tips and respond to each other.
IMPROMY – MEAL TRACKING, RECIPES AND TRACKING
iOS, Android and client management tools
After being involved with clinical trial with CSIRO & Probiotec that proved how successful the Impromy meal replacement
could be for sustained weight loss, TPF then expanded this to create a commercial release.
The app includes reminders and alerts to add weight entries, recipes from CSIRO which can be favourited and rated by the
user and light touch gamification (medals and awards) to add interest. Back end tools to allow the easy tacking of app users
against their pharmacy registrations to build a full profile of each user and allow local support.
MARKETING HEALTH APPS
Some key learnings
Ø Public awareness helps. MQB: bus shelters, bus sides etc
Ø Playful executions can get attention (Summernats Burnouts? Perfect for My QuitBuddy!)
Ø Tapping into key events (for example: New Year’s Resolutions, get slim for summer etc) work!
Ø Targeted advertising for specific communities, notably where there are specific features or benefits for them
Ø People forgive you quickly – if the fundamentals are right
Ø Don’t pester people – it might be for their good, but be respectful of their time
Ø Look at your numbers, regularly: Your audience will tell you if you get it right – listen to them
Ø Marketing might generate downloads, but quality and getting it right generates use and retention