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.
9. A change of mind set?
Your app is a product. Market it like one.
Patients are consumers
HCPâs are consumers
What we demand from retail and banking,
we should demand from mobile healthcare
11. Itâs 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
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
23. We are not doing it for the money, in fact
we are doing it to save money.
Itâs costing the foundation trust ÂŁ15,000 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
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 KPIâs 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
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
Donât 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 âWhatâ, focus on
31.
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 URLâs
â AppStore.com/AppName
â AppStore.com/DeveloperName
34.
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
ďź Conduct keyword research
ďź Competitor analysis matrix
ďź Keyword tools like Ăbersuggest/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 â its already included
39. 5. The App Store: Reviews
⢠Let them happen organically
⢠Ask nicely, in-app
⢠Listen and respond â always engage
⢠Keep them in the app
⢠Subscribe to RSS feed for app reviews
(iTunes Connect)
40. 6. Online Marketing: Content
⢠Blogger outreach â use your promo codes!
⢠Syndicate your content about the app
⢠Donât force content if the vertical is not conducive to it
⢠Online PR â 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 â mobile optimised!
⢠Optimise page content for the keywords
⢠Acquire natural links to that page, build authority
⢠App indexing â appâs 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
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 â 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 ratesâŚ
http://advertising.apple.com/uk/tools/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
52.
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
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
Hinweis der Redaktion
And to do that you would have totally understood the expectations of your target audience. Talk to your customers and expect most of your assumptions to be wrong.
Its not all about free and 69p! Engagement comes before monitization.Think about your business modelMarket is not dead for paid apps. Represents a large part of the app store for a premium app.Payment app is paid. Additional features for content or features, a path to paid upgrades.Top grossing apps, games will use this model, cloud storage will use it too.
Image source: Apple
So youâve done all that
Image source: Apple
This also comes back to the metrics â how will you know this
Sometimes, you have to get out of the engine room and onto the bridge â âFrom Acorns; Caspian WoodsâImage: http://commons.wikimedia.org/wiki/File:US_Navy_110313-N-4743B-005_Sailors_on_the_bridge_of_the_forward-deployed_amphibious_assault_ship_USS_Essex_(LHD_2)_navigate_the_ship_to_the_coast_o.jpg
Source: Appia.com
Source: Appia.com
Email â wow, it just kinda sounds really old but it isn't. 41% of email is now opened on mobileDo you have a list of email addresses you can send to â maybe you want people to become testers of the app, thatâs a great way to get them interested and follow through.
Now available in 14 countries.iAd producer and iAd blueprint â needs developer input