In this ebook we explain how you can get your health care mobile app discovered by users.

2. INTRODUCTION
According to Statista, there are currently over 1.5 million apps in
the App Store, each one competing for users. Some may be in
different categories, yet many are searching for the same user who
fits your app. Ensuring that the target audience not only downloads
but also adopts your mobile App. For a healthcare App -
The challenge is to make Doctors and Patients adopt the Mobile
App. You need to
•Identify the target audience
•Tapping the right marketing campaign for doctors and patients
•Efficient marketing strategies to save it from getting lost in the sea
of other apps out there.
©2016 TechAhead

3. INTRODUCTION
But how do you achieve it?
App discovery doesn't just happen in the store. App has to get
discovered.
Is App Marketing Optional?
Thousands of new apps launch every week.Marketing the App is
essential part of App lifecycle. So, the answer is no .It’s required If your
awesome app is in the store, but no one downloads it - do you make
money? Nope. Marketing is all about getting your app noticed and
downloaded. A lot of work goes in even before the App is launched.To
generate downloads, optimize users, increase revenue and build a mobile
app business takes a lot of time, investment and effort. They're all
competing for attention. To win the race, you need a solid app marketing
strategy.
©2016 TechAhead

4. YOUR COMPETITIONERS IN HEALTHCARE MOBILE APPS
•More than 43,000 healthcare and wellness Apps are available
with half of them getting downloaded less than 500 times.
•80% of the apps today are not even download - lost in the crowd
•The cost per launch for each application launch has more than
doubled for iOS and android.
Now,it's not just about building a smart application but also to
market it. But be smart enough to market it.
©2016 TechAhead

5. CAN YOUR APP PROMOTE ITSELF ?
There are rising costs in not only App development but in App
discovery as well. These rising costs have pushed the marketers to
work towards App marketing. Using effective strategies, an App can
not
•Promote itself
•Attract users
•Retain users.
Without significant investments.The key to acquiring users without
spending a fortune is to make your app highly relevant to your target
audience at the very moment when they most need it.
Yes,its doable, only if marketing thinking is done before starting the
development project.
©2016 TechAhead

6. CAN YOUR APP PROMOTE ITSELF ?
•Define - Business Goal Attract customers to specific center ?
Reduce readmissions ? Lower ER traffic? Facilitate physician
referral?
•Identify - The app’s target audience and their requirements.
•Accessibility - the points in time and space when someone
pulls out a smartphone or a tablet to get what they need in
their immediate context.
•Usability - Design the use cases around your Business Goal
and targeting your audience’s mobile moments
•Benchmark - Define the metrics and benchmarks for your
mobile app.
©2016 TechAhead

7. MARKETING STRATEGY TO MAKE YOUR APP DISCOVERABLE
Your app can become source of all kind of information that
today’s mobile users are looking for. They do not just want an
App today , the app should be quick, relevant and the
information should be credible.
Here are 5 strategies that need to be applied to make the App
discoverable
1. Search Engine Marketing
When searching for a product or service your App should be first
in listing when it's highly relevant for your audience. Possibly,
they are not even looking for a App but this gives them an
opportunity of thinking of using App and making their life easier.
©2016 TechAhead

8. MARKETING STRATEGY TO MAKE YOUR APP DISCOVERABLE
•Requirement - Ensure your app is relevant to their need and
context.
•Availability - Make your app available for both iOS and Android
phones.
•Value Proposition - Ensure the app description in Apple and
Android app stores reflects its value proposition.
•Icon - Icon should say it all , Design a stunning icon
2. Marketing via eMail
©2016 TechAhead

9. MARKETING STRATEGY TO MAKE YOUR APP DISCOVERABLE
2. Marketing via eMail
As per market survey, eMail is still the most popular and
accepted tool for promoting products and services. And Your
App is your product - promote it on available database, or an
email newsletter, eMail is also great for promoting internal apps
to your employees. Segment your lists to better target your
subscriber base. App pitch should be SMART, today – 53
percent of eMails are opened on mobiles.
3. Social Media
©2016 TechAhead

10. MARKETING STRATEGY TO MAKE YOUR APP DISCOVERABLE
3. Social Media
Today not only young generation but all lso senior citizens are
using smartphones and Tablets for connecting on social Media.
Ensure to be present everywhere possible on Social Media. 10%
people engage more on smartphones/ tablets on social media ,
rather than PC. Use your social channels to promote your
mobile app! To engage a specific patient demographic, consider
running a sponsored post or ad targeting local users with
specific interests or likes (e.g. “female followers of
@BabyCenter and @FitPregnancy in Raleigh-Durham, NC”).
©2016 TechAhead

11. HEALTH CASE APPS EXAMPLES /IDEAS
a.ER/Urgent Care Apps – Routes patients to the nearest and
most cost-effective urgent care choice. Provides all relevant
information like directions, travel time, wait times, insurance
options, etc.
b.Pregnancy/Childbirth Apps – Helps in educating patients
and keep them on schedule for appointments and care with a
pregnancy tracker. Provide information for both pre and
postnatal care, as well as newborn infant care.
c.Wayfinding Apps – Helps patients find their way around
your property. Search for departments, staff members,
physicians. Provide location-based push messaging, maps, and
more.
©2016 TechAhead

12. HEALTH CASE APPS EXAMPLES /IDEAS
d.Cancer Care/Outpatient Apps – Engage with outpatients
about their condition and increase adherence to their
treatment plan. Patients can manage their care team and lab
results with their treatment tracker. Also provides
engagement with other patients and even a virtual wig gallery.
e.General Hospital Apps – A main app for your hospital to
spotlight your branding and messaging. This overall app can
provide hospital information, services provided, virtual tour,
ER wait times, etc. A good starting point.
©2016 TechAhead

13. HEALTH CASE APPS EXAMPLES /IDEAS
f.Physician Referral Apps – Referrals, long a thorn in the side of
patients and doctors alike, also get the app treatment. Provide a
quick and easy referral process and strengthen physician
relationships at your facility. Request appointments directly from
the app.
g.Wellness Apps – Encourage patients to track their own health.
Provide a health tracker, exercise class schedules, and health and
wellness tips. Even offer a reward program to encourage regular
use. Great branding.
h.Medication Tracking Apps – Encourage adherence to
prescription regimen by tracking doses, intervals, meals, and
feelings. Help manage response to treatment and make sure
there are no medication conflicts.
©2016 TechAhead

14. HEALTH CASE APPS EXAMPLES /IDEAS
For all the above Apps our Identity Target Audience, are they -
i.They may be your prospective or existing patients. They can be
potential ER clients who are in stress; in pain; with an immediate
need to get non-critical care.
ii.Or they be physicians within your system. These are people you
already know and you know how to reach them. Define how your
app will be changing their behavior, and get in front of them at the
right time!
iii.Patients and their family members. Customers should be able to
download and use App quickly with one hand. People may be
driving while using App and this possibility should not be ignored
©2016 TechAhead

15. RELEVANT DYNAMICS THAT REQUIRE ATTENTION
•Look up physicians in your internal system by name, location, or
specialty.
•See their credentials, publications, contact information.
•Get a list of physicians-on-call for any specialty.
•Refer physicians or request appointments directly from the app.
•Wait times for each center.
•Find the closest UC center with GPS directions.
•Submit a form saying you are on your way, get put into a queue.
©2016 TechAhead

16. RELEVANT DYNAMICS THAT REQUIRE ATTENTION
•Check if your insurance is accepted.
•Receive proximity-based text messages when entering the area,
or inside the facility - directions, info, maps, announcements,
and more.
•Auto-check-in when entering the geofence; get placed in queue.
•Get general info, contacts, GPS directions, insurance, etc.
©2016 TechAhead

17. PROMOTION STRATEGIES FOR THE MENTIONED APPS CAN BE
1.Search Marketing: Optimize your Urgent Care App for the cloud
of keywords related to primary or urgent care in your locality.
Also optimize for searches on possible non-critical conditions
that would warrant a visit to an urgent care, but not to the ER.
Launch an AdWords campaign using these targeting parameters.
2.Signage: Design a promotional flyer and a postcard. Insert them
into your employees’ daily dose of medical research or specialty
news.
3.Email: Your staff will eagerly adopt an app via email if your pitch
is relevant and your call-to-action is optimized for easy
download. We recommend including above-the-fold links directly
to App Store and Google Play from the email body.
©2016 TechAhead

18. PROMOTION STRATEGIES FOR THE MENTIONED APPS CAN BE
4.Social: Your employees may already follow one or several social
accounts of your health system, or have LinkedIn profiles.
5.Outdoor and Indoor Signage: Your app can be a life-saver for
someone circling around the parking area or hospital corridors,
trying to make their appointment on time. Large signs in
relevant locations, with prominent QR codes, are a must!
It’s not difficult to make your social Media . Right !!
©2016 TechAhead

19. GET YOUR HEALTH CARE MOBILE APP DISCOVERED!
And Finally some more Tips - These come directly from our
experience
1. App Engagement
With so many available options the user takes just 10 seconds to
decide whether to download your app, and 30 seconds – whether
to keep it. Your application has to make sure your app marketing
strategy creates loyal, engaged users to minimize the re-
acquisition cost . This requires constant updates and fix reported
bugs and improve the user experience! The App should provide
Easy onboarding, Push Notifications, Mobile Personalization,
Incentivization and Product Iteration
©2016 TechAhead

20. GET YOUR HEALTH CARE MOBILE APP DISCOVERED!
2. Deep Linking
By using deep linking for your app ads, you are removing extra steps
between clicking the ad and getting to content that interested them
(for example the vacation offer) provides a more seamless customer
experience. Without deep links, people will have to search for the
content they are looking for manually and you risk them dropping off.
Some setups required for deep linking the applications
A.iOS & Android Setup
B.Facebook SDK
C.Facebook App Settings
D.Deferred Deeplinking
©2016 TechAhead

21. GET YOUR HEALTH CARE MOBILE APP DISCOVERED!
E.Verify Deep Link Setup
F.Add Deep Link to your Ad
3. Free (No-Brainer) Promotion Options
Many free promotion strategies can be used to promote your
App.These will only cost you time and we are confident that if you
follow them, you will have a significant increase in a number of
followers and downloads then you have now.
I.Create a search-optimized landing page for your app, clearly
explaining its benefits.
II.Spread the word through guest blogs and partner sites; feature
it on your own website homepage.
©2016 TechAhead

22. GET YOUR HEALTH CARE MOBILE APP DISCOVERED!
III.Include an app download link in your email signature; place a
QR code on your business card.
IV.Offer your users iTunes or Google Play perks for to referring
their friends to your app, and more!
©2016 TechAhead
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23. HAVE AN APP
IDEA?
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