Scott Hague HANDI Health Apps

8/14/2019 Scott Hague HANDI Health Apps

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@scotthague

google.com/+IntegratedchangeNet

facebook.com/IntegratedChange

www.integratedchange.net

From testing to distributiongetting

your app out there and noticed.

http://www.slideshare.net/scotthague


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Gartner estimates 100bn apps to be

downloaded in 2013

60 app stores

930,000 iPhone and 870,000 Android apps

33,000 unique health apps


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Where does your app feature in all of this?


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Mobile strategy can become

OVERWHELMEDwith

the technology


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A change of mind set

Patients are our customers

Your app is a product. Market

It like one.

What we demand from retail and banking,

we should demand from mobile healthcare


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The app store is no different


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40%made no money from their last app


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WHY?

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


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Promotion is high on the agenda -

It should be the same for you.

State of the Industry survey App developer conference, Los Angeles, November 2013


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What about the 60%?


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All good companies respond to

their communities.

When launching an app, we are trying to build acommunity.

Establish a relationship

Earn a two-way communication


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Start

Early

www.businessmodelgeneration.com/canvas


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Existing Insights

Google analytics patterns of keyword data?

First 7 months of 2013, www.nhs.ukreceived

195,524,674 visits 99 million came from a smartphone/tablet

734,000 from social media

Source: www.tecmark.co.uk/nhs-website-analytics/

https://www.whatdotheyknow.com/
http://www.nhs.uk/http://www.nhs.uk/


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1. Develop a great app

User Experience.

MVP

Create a target profile/Prospect Profile/Persona

Problem solving.

Poor understanding of mobile

Source: IBM/eConsulancy

33%user experience


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2. Be clear on the metrics

Brand growth

Condition education, awareness

Early diagnosis and treatment

Revenue Analyse readmission rates

Seasonal trends

Research data

In-app purchases

ROI

But

We are not doing it for the money.

So what are you doing it for?

To save money.

What are you investing to do that?

10,000

So, how will you measure that?


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Getting your app noticed

can seem like


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Appency

iAd

InMobi

AdMob

Fiksu

Facebook Mobile App Install Ads

Millennial Media

TapJoy

Flurry App Circle

Localytics

Playhaven

Chartboost


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A leap of faith


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3. The value proposition

WhatWhat

WHY

Check these out:

Simon Sinek

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

http://www.inflexion-point.com


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4. 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


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4. App Store Optimisation (ASO)

Use singular form words

Try to avoid long-tail keywords

No need to repeat the category nameits already included

http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know

Build your page to be visually appealing (icons, images, videos)

Keep your description clear and concise and above the fold


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but wait.

90%


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79%retry an app only once if it

failed first time

31%the app should load in 2seconds or less

Source: Compuware: What Consumers Really Need and Want


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5. Digital Marketing

Blogger outreach

Online PR geared towards building the brand

Remember to use the telephone make manual contact

Source and contact relevant journalists manually

Utilise app discovery publisher programs - YouAppi and Appi


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5. Free tools!

Smart app banners - FREE

App Store Short Links - FREE

https://developer.apple.com/appstore/resources/marketing/index.html


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PPC enhanced campaigns

Instant

Click to download

App indexing/deep links

Keywords trigger your ads

Geographic targeting

5. Google AdWords

http://searchenginewatch.com/article/2242614/AdWords-Enhanced-Mobile-Campaigns-5-Things-PPC-Marketers-Need-to-Know


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Promote within Facebook feeds

Instant, easy setup

Target specific demographics

Age

Interests

Locations

5. Facebook

https://www.facebook.com/business/mobile-app-ads

145Millionapp

installs


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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

Data

There is a lot of noise

6. Measure & Track


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Google Mobile App analytics

Flurry

DistimoFlightpath

App Annie

Nielsen

InMobi

comScore 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 etc)


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SDKs are available

iOS

Web applications

Android

http://www.google.com/analytics/mobile/


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7. Dont stop


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Make sure you have a framework

to support these 7 activities


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The 7key points

1.Develop an app thats worth downloading

2. Agree on the metrics

3. Build the value proposition

4.Utilise the app store

5. Encompass online strategies

6.Keep measuring7. Keep the momentum


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Thank you for listening

@scotthague

google.com/+IntegratedchangeNet

facebook.com/IntegratedChange

i t t d h t

http://www.slideshare.net/scotthague

Scott Hague HANDI Health Apps

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