Presentation conducted at EHI Live 2015 at the HANDI Health Apps Village. Scott Hague talks through 8 learning points from developing medical apps. From user experience to app indexing, regulation to marketing, the presentation provides real use cases and signposting to free resources.
1. Six Lessons Learned
From Developing Medical Apps
By Scott Hague
Digital Development Director
4th November 2015
www.integratedchange.net @integratedchg
2. What We Do
“We move healthcare providers from
traditional, paper intensive led processes
to one that encompasses a digital
approach.”
@integratedchgwww.integratedchange.net Stand C14, Hall 1
3. This includes…
The design, development and deployment of:
Mobile apps
Medical websites
Healthcare marketing
4. About Us
• 18 years in digital
• 9 years in apps, 5 of those in healthcare
• Over 70 mobile apps designed and developed
Member of the British Standards
Institute (BSI). Member 47561908
5. 100% focus on healthcare
Stand C14, Hall 1www.integratedchange.net @integratedchg
6.
7.
8. Are you solving a problem?
You should be
Cost | Engagement | Productivity | Communication
www.integratedchange.net @integratedchgStand C14, Hall 1
9. Forget about the tech
www.integratedchange.net @integratedchgStand C14, Hall 1
12. The value proposition
WhatWhat
WHY
Check this out:
Simon Sinek
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
14. What you want to do is
build up a persona
Still want more data?
Try these -
https://www.pollfish.com
https://www.quicksurveys.com
http://www.onepoll.com
http://www.google.com/insights/co
nsumersurveys/home
https://www.whatdotheyknow.com
Try this – persona sheet
15. Location!
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
Journal of mHealth: design tips:
www.thejournalofmhealth.com/#!Designing-mHealth-Apps-Five-Areas-Not-to-
Miss/cuhk/55f6a33c0cf24e84f7696d99
16. Free data
• Google analytics can provide you a wealth of
information, demographic and behaviour
• Existing apps
Don’t know?
• Then ask!
• Simple survey, 15 questions
• Paper, iPad
• Try this – www.polldaddy.com
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
22. Fail
Fast
Use these great tools:
www.relativeware.com | www.principleformac.com | www.invisionapp.com
Prototype it
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
23. Never develop on both platforms at the same time
Start with one
Perfect it
Move on
83.2% @integratedchgwww.integratedchange.net
25. Read all about it!
Dynamic or static
content?
New content
required?
Will you link off to
a website?
Images?
Video?
Check and triple
check for spelling
mistakes!
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
general practioner general practitioner
26. Think about video
Videos shot in the vertical position are
viewed in completion 9x more than videos
shot horizontally
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
27. The future of app marketing and
discovery?
App indexing
Getting the content of your app
to appear in search
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
32. Changes are afoot
Endorsed and NHS recommended
apps will go through an endorsement
process
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
33. Work Stream 1.2 12
APPENDIX A: HIGH LEVEL OUTLINE OF THE PROPOSED ASSESSMENT FRAMEWORK
Stand C14, Hall 1 @integratedchgwww.integratedchange.net
34. Medical Device Directive 93/42/EEC(MDD)8
When is software a Medical Device?
May 2015
PAS 277: 2015 launched
June 2015
NIB Kitemarking proposals published
End of 2015
Kitemarking to begin
https://www.gov.uk/government/publications/medical-devices-software-applications-apps
Member 47561908
@integratedchgwww.integratedchange.net Stand C14, Hall 1
35. 6.It’s not OK to know nothing
about how your app is used
37. Free to use – actionable data
Google Mobile App Analytics
@integratedchgwww.integratedchange.net Stand C14, Hall 1
38. Apple app analytics = answers
• How are users finding the app?
• Are they installing it?
• Are they returning?
• Any missed opportunities (app store page views are really
high but not localised to the country)?
• Are they engaging with it?
Watch the video:
https://developer.apple.com/videos/play/wwdc2015-303/
Stand C14, Hall 1
@integratedchg
www.integratedchange.net
39. 7. It’s OK to be like others
Just be different
40. Make sure you do your research
App store rating tool:
http://rater.localytics.com/#/ios/
Keyword tool:
http://keywordtool.io/app-store
www.appmind.co
Ideas
635 Brain writing (108 ideas in 30 minutes)
Stand C14, Hall 1
@integratedchg
42. How do you get it to the end user?
Please don’t print a brochure for it!
43. Marketing
You must have a marketing plan
And you must start this early
@integratedchg
Stand C14, Hall 1www.integratedchange.net
44. 350 million app
installs have
been generated
from Facebook
over the last 12
months like this
one
45. App store optimisation
App indexing (device and cloud)
Microsite
SEO for microsite
PPC for microsite
Landing page, FAQ, optimised
PPC for app downloads
Paid social promotion (Twitter, Facebook,
Instagram, Pintrest)
@integratedchg
Stand C14, Hall 1www.integratedchange.net
46. Don’t become a zombie app
83% of all apps remain undiscovered
Stand C14, Hall 1
@integratedchg
www.integratedchange.net
47. Just Look At
What Is Possible
Self-triage
Pre-auth forms before arrival
Condition specific materials
before appointments
Productive waiting times
Live waiting times
Preferred appointment windows
E-books, i-books
Live bed availability
Loan of an iPad for their stay, pain
Nausea feelings, food requests, quality
surveys, test results, medication orders
Interactive consultant directories,
Contact details, location
Discharge information, who to
contact
EOPS, nurse and doctor, voice
dictation
Push notifications that keep
engagement high
Staff apps, travel information, training
modules, company news, vacancies
@integratedchg
Beacons
Clinical research tools ResearchKit,
digital consenting
Patient Quality Surveys
48. End Of Presentation
Thank you for your time
48
Stand C14
Scott Hague
www.integratedchange.net
www.slideshare.net/scotthague
Editor's Notes
We’re big on the planning phase of projects, helping to pull out the ideas, define them and turn them into reality. Quite ofthen we are asked what can be done and what is possible…
In the NHS, there are lots of ideas, but it’s knowing what to do with those ideas, how to refine and then move them into production.
3 years, 137,000 this year, small, focused and growing. Healthy trading position, with no debt or credit cards or part of any other VC or capital groups.
At dinner time, private versus public, embracing care versus sending an invoice, me…I’m in the middle!
We have a lot of experience, ever since the first iPhone came out, changed my life for sure, and we don’t claim to know everything we do pass on our experience, into projects like this.
If a problem cannot be identified or a process workflow improved, then what is the point.
In this environment, we could see that technology would be a good fit, both advisor wise and patient focused.
Royal College of nursing, smith and nephew, synergy health
So starti9ng with a few simple foundations before I go into the eight points
Define it, clearly. Right it up on the board and make sure everybody knows that this is what we are going to do.
And the lesson that we learnt, and we learnt it very quickly was that it isn't solely about the patient journey.
If you don’t create a value proposition your dead in the water and shouting about how its faster and better doesn't mean anything in the real world anymore, you just end up competing on these claims alone.
Really like the happy start-up canvas, pins down some of your core ideas like values, challenges, core mission and so on. Remember also that story telling is really important so think about that aspect. Success is in your hands here. Engagement
Swallow your pride.
Who is your ideal customer profile.
Market research tools – some are free some are low cost.
The point of all this is that you can start to build your service proposition around them, build your messaging and value around what you have discovered, being best isn't always going to win, been different is. So build your value to this premise.
Guest wifi, no wifi, not allowed
Apple is $99, Google play is $25, windows is either £12 as an individual or £65 as a company.
1. MVP
2. Fail fast with small iterations
3. Timebox it, as in the marketing slide, when do you want to meet your objectives
Small experiments fail fast, Understand the use case with a non device approach, don’t try and win the world
1. MVP
2. Fail fast with small iterations
3. Timebox it, as in the marketing slide, when do you want to meet your objectives
Small experiments fail fast, Understand the use case with a non device approach, don’t try and win the world
How will the content be displayed, dynamically or statically. If dynamically and its pulling from an existing source, be sure that source is sending it correctly – apps will display content pulled from the web differently than a website.
the human mind does not read every letter by itself but the word as a whole. The sentence could be a total mess but you could still read it without issue.
This is from snapchat. People tend to take pictures vertically as it doesn’t chop it off later.
YouTube however still prefers horizontal
Applebot
NIB ambition is to make NHS Choices first point of contact for all apps.
It’s an assessment framework for applications will enable health and care professionals to recommend the use of safe and effective digital applications and give greater confidence to patients and citizens to select and use them.
So, let me give you an overview of what is happening.
1. MDD, Medical Device Directive – governing medical apps in the UK is determined at European level, although medical apps are not specifically mentioned! In the UK, MHRA is responsible for interpretation and enforcing the UK legislation. Such a grey area this one…
2. BSI PAS 277 – this is a set of standards for health and wellness apps, both healthcare professional and general public. This provides a set of quality standards and aims to ensure that the public and HCP’s only have access to ones that are safe which…
3. Is covered by the DoH Personalised Health and Care 2020 framework which refers to the introduction of kitemarking.This is a national approach to the accreditation and kitemarking of apps, devices and digital services. Thisis in order to support innovation, and consumer and professional confidence, including enabling GPs to be able to prescribe them. It will publish proposals by
So, a lot going on and we are a BSI member ourselves and too much to cover here but the link at the bottom will help
Doesn’t matter internal or external,
Open your eyes to the possibilities; status quo is not a strategy