The document provides an agenda and overview for an educational health app. It includes sections on company overview, personas for target audiences, key opinion leaders on social media and blogs, competition, marketing tactics, a PR kit, video testimonials, social media strategy, gamification ideas, app metrics, and strategies for increasing app discovery and downloads. The goal is to teach basic healthy practices and support for disease prevention and recovery through modern science. Tactics discussed include paid social media, partnerships, events, referral programs, and optimizing the app listing for discovery.

1. MIM Team 3 Charlestown Cohort
Hult International Business

2. Agenda
- Company’s Overview
- SWOT
- Healthy Lifestyle Persona | KOL’s Social Media | KOL’s Bloggers | Competition
- Medical Field Persona | KOL’s Social Media | KOL’s Bloggers | KOL’s Insurance
- Competition Cancer Field
- Advertising for Cancer Patients
- Traditional Marketing on Cancer Patients
- Top 10 Tactics for Hospitals
- PR Kit
- Landing Page
- Video Testimonials | User Profiles | Script
- Top 10 Tactics for Social Media
- Gamification
- App KPI’s
- Increase App Search
- Discovering the App
- Timeline
- Survey

3. Company’s Overview
Provides educational health information that are fact-based, easy to
understand, and simple to navigate. We serve regular people who are
currently with disease or had diseases and their families and friends. Also,
busy people who don’t have time to figure out all the available information
that’s out there and want to maintain good health.
The goal is to teach how basic practices with food and good daily habits can
help support a strong and healthy body when combined with modern science.
These practices can be integral for disease prevention and critical during
disease recovery.

4. - Has little knowledge about the subject.
- Needs a simple guide to start.
- Is not yet open to radical changes.
- Probable reasons for it:
Lose weight | Prevention | Minor disease | Health
conscious
Wants to incur in a healthy
lifestyle:
Currently living a healthy
lifestyle:
- Wants to gain more knowledge about the lifestyle.
- Probably already follows a regime (vegetarian,
fitness, vegan, high protein intake, etc.)
- Simple guides won’t do the cut.
Personas – Healthy Lifestyle

5. 71.4K 251K 12.2K
11.9K 45K 4.8K
114K 278K
135.8K 230K
KOL’s Social Media - Bloggers

6. Healthy
Recipes
Spark Recipes
Calorie Counter
& Diet Tracker
MyFitnessPal
Substitutions
Gormaya
Superfoods
Thomas Hansen
Eating Well
Amphetamobile
free
free
$2.99
free
free
Competition – Apps in the market

7. - Not necessary follows a healthy lifestyle but has
a relative or friend going through cancer.
- Believes in holistic approaches to cure diseases.
- Person in the medical field wanting to help a
patient.
- Patient going through cancer.
- Wants to diminish side effects of chemotherapy
or radiotherapy.
- Is willing to try new things.
Cancer patient:
Relative of a cancer patient:
Personas – Medical Field

8. Dr. Isaac Eliaz
89.5K
Is an integrative doctor dedicated to the treatment of cancer and
chronic illnesses. As a researcher, product formulator, and
clinical practitioner, he is dedicated to empowering people in
overcoming diseases and finding true health.
KOL’s Social Media – Cancer Influencers

9. KOL’s Social Media – Cancer Influencers
- Glen Gilmore | Forbes top media influencer.
- Jen Arnold | Neonatologist | Cancer Survivor.
- Elaine Schattner | Journalist | Retired Oncologist.
- Atul Gawande | Surgeon | Public Health
Researcher.

10. 82.1K 18.5K
17.7K 509K 18.7K
1.2M 273K
KOL’s Social Media – Cancer Bloggers

11. KOL’s Insurance Companies
174.8K
24.6K
2.6K
80K
30.6K
4.8K
50.6K
28.6K
26.2K

12. KOL’s Insurance Companies
- Partnership with insurance companies to acquiere a
great fan base.
- Establish company in the mind of employees and
patients.
- Use their YouTube channel as a platform.

13. - More serious looking.
- Content is more based on the disease, alerts
and analysis.
- In a disease with no control, apps are giving it
with manage, tracking and other resources.
- Communities.
- Celebration of progress.
- Fight Boredom!
- Log of pain and symptoms.
Competition – Apps in the market

14. Wake Forest
Baptist Health
Clinical
Trial Seek
The Cleveland
Clinic
REX Cancer
Center
Henry Ford
Health System
Competition – Apps in the market

15. Ask the
Nutritionist
Dana Farber
Competition – Apps in the market for prevention
Treat – Your
Nutrition Coach

16. - Trials and giveaways.
- Viver community within the hospitals.
- Cooking Competition.
- Cookout between patients and KOL’s.
- Referral Base Program by doctors.
- Get involved in the hospital programs for free PR.
Advertising for Cancer Patients

17. Traditional Marketing on Cancer Patients
- Connect with leaders of Cancer Support Group.
- Viver ambassadors.
- PR kit for ambassadors.
- Care packages for families and patients.
- Community.
- Company’s enu on caffeteria.
- Connect Viver through hospital’s OneLogin.

18. Traditional Marketing on Cancer Patients
Cancer Patients Support Group:
www.canceractive.com/cancerchat
The cancer chat room “run by patients, for patients”
PAID ADS HERE!

19. Traditional Marketing on Cancer Patients
8K
462
1.8M
18.5K
82.5K
2.5K
Celebrities sharing their
survivor or coping
stories.

20. Traditional Marketing on Cancer Patients
Quarterly magazine, designed to inform and empower cancer patients,
their friends and families | They have a community support group
• Engages over 24M with a health conscious
consumers monthly
• Partnership with 3 out of the 5 largest health sites
17.5K
31.5K
58K
Website

21. Top 10 Tactics for Hospitals
- Stand in cafeteria.
- Hospital “street” marketing, to increase the experience | Touch point with a
chef making company’s menu for patients.
- Digital device with free access to all the recipes in the waiting room for
patients to browse and discover the App.
- Hand doctors company’s uniform for them to wear.
- Advertise company’s App through hospital’s App or website.
Add a “Company’s Cancer Care Diet” section.

22. Top 10 Tactics for Hospitals
- Partnership with medical instrument companies to provide them to
hospitals with company’s logo on them.
- Post a “Daily Health Diet” in the hospitals’ lobby and Social Media
channels of the hospitals’ to reach fan base.
- Post recovery stories on hospitals’ websites section and also their other
accounts.
- Have Cancer Prevention Meetings in hospitals, inviting patients and
doctors to attend.

23. PR Kit
- Press Release | Print and digital version.
- Guides.
- Smart flyers for App download.
- Company fact sheet.
- Testimonials along with the press release | Digital.

24. Landing Page MockUp Version

25. Landing Page MockUp Version

26. Video Testimonials
- 3 short user videos minimum.
- Under 1 minute each.
- Promote App and guides.
- The videos will be on the landing page.
- Target the two main personas for the enterprise
version | Cancer Patients & Cancer Survivors.

27. Video Testimonials – Users Profiles
- Young female, under 30 years, very relatable,
energetic and happy.
- Male between 40-50 years, conventional dad, happy
and positive.
- Woman over 60 years, positive attitude and very
active.

28. Video Testimonials – Script
- Name, age, cancer survivor or patient, type of cancer, home town and
job.
- Why did you start using Viver and what motivated you to try it?
- How did you use the guides and how was your experience?
- What was the result of using them, how did it change your every day
life?
- How did you feel after you started using the guides?
- Why would you recommend others in your situation to try Company’s
product?

29. Top 10 Tactics for Social Media
- Landing page creation.
- Paid advertising in Facebook with persona profiling.
- Landing page keyphrases optimization.
- Professional and useful content creation.
- Meta tags optimization (images & titles description).
- Organic Search Optimization.
- Email data base build-up  Newsletter.
- Video Testimonials  YouTube Channel.
- Community build-up  Facebook Group.
- Long tail Google AdWords  Advertising.

30. Drop the ingredients that are
going to be used to understand
the effect on each meal and on
your body, with daily, weekly,
monthly feedback.
+ INTERACTION
+ AWARENESS / UNDERSTAND
+ CONFIDENCE
Gamification

31. The Connected Chef
If the client have any question, he can send them to
the ‘connected chef’ in order to receive support
regarding it.
- Answers provided by the celebrity and experimented
chef.
+ BRAND
+ CELIBRITY CHEF AMBASSADOR
+ CUSTOMER RELATION
Gamification

32. Recipe Finder
What do you have today?
- Carrots
- Potatoes
- Black pepper
+ LOYALTY / TRAFFIC
+ CUSTOMER RELATION
Gamification

33. - Active Users: How many use the app after download?
- Visit Frequency: How many users open and interact with the
content?
- Session Time.
- Depth of Visit: Number of screen pages visited on one session, gives
insights on how engaging and useful is the content.
- Conversions.
- Revenue Per User.
- Social Shares.
App KPI’s

34. - Active Users: Your goal is to have as many active users as
downloads.
- Visit Frequency: The usual Retention Rate for an utility app is 15%
for Android and 11% for iOS.
- Session Time: For utility apps the session time on each visit is
around 200 to 300 seconds.
- Depth of Visit.
- Conversions.
- Revenue Per User.
- Social Shares.
App KPI’s

35. - App Icon, screenshots and
preview video.
- Competitor’s app store
page.
- In-App request for a rating
from users.
- Very low or a perfect 5
stars tend to lower
conversion rates.
- Use negative reviews to
improve the app.
Downloads Ratings & Reviews
Increasing App Search

36. - Keywords research.
- Competitive search.
- Inclusion of keywords in the title.
- Inclusion of keywords in the description.
Discovering the App

37. Discovering the App

38. Discovering the App