A presentation from the second day of the EHI Live exhibition at the NEC 6th November 2013. The presentation is by Scott Hague, Development Director of Integrated Change.
He talks about the tools and techniques you can use to promote your healthcare mobile application.
If you would like to watch a video of the presentation then please head on over to http://www.integratedchange.net/seven-tools-and-techniques-to-help-market-your-mobile-app
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HANDI Health Apps Presentation: NEC November 2013
1. From testing to distribution โ getting
your app โout thereโ and noticed.
@scotthague
google.com/+IntegratedchangeNet
facebook.com/IntegratedChange
www.integratedchange.net
http://www.slideshare.net/scotthague
2. 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
7. 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
10. WHY?
Poor quality apps
Overpopulated app stores
Discoverability is a major problem
Too many app stores
High expectations from free apps
Device fragmentation
Overcrowded app stores
11. Promotion is high on the agenda It should be the same for you.
โขState of the Industry survey โ App developer conference, Los Angeles, November 2013
13. All good companies respond to
their communities.
When launching an app, we are trying to build a
community.
Establish a relationship
Earn a two-way communication
15. Existing Insights
โข Google analytics โ patterns of keyword data?
โข First 7 months of 2013, www.nhs.uk received
195,524,674 visits
โข 99 million came from a smartphone/tablet
โข 734,000 from social media
Source: www.tecmark.co.uk/nhswebsite-analytics/
https://www.whatdotheyknow.com/
16. 1. Develop a great app
User Experience.
MVP
33%
Create a target profile/Prospect Profile/Persona
Poor understanding of mobile
user experience
Problem solving.
Source: IBM/eConsulancy
17. 2. Be clear on the metrics
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Brand growth
Condition education, awareness
Early diagnosis and treatment
Revenue
Analyse readmission rates
Seasonal trends
Research data
In-app purchases
ROI
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?
ยฃ10,000
So, how will you measure that?
Butโฆ
22. 3. The value proposition
What
WHY
Check these out:
Simon Sinek
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
http://www.inflexion-point.com
23.
24.
25. 4. The App Store
60%
of the apps in the app store have never been
downloaded
http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know
26. 4. App Store Optimisation (ASO)
โข App store rankings are algorithmic
๏ผ Conduct keyword research
๏ผ Brainstorming and competitors
๏ผ Keyword tools like รbersuggest/identify/Google keyword
planner (https://adwords.google.com/ko/KeywordPlanner/)
โข Google Play takes page authority into account
โข Link build to the listing from external sources, just as with SEO
27. 4. App Store Optimisation (ASO)
Build your page to be visually appealing (icons, images, videos)
No need to repeat the category name โ its already included
Use singular form words
Try to avoid long-tail keywords
Keep your description clear and concise and above the fold
http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know
29. 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
30. 5. Digital Marketing
โข Blogger outreach
โข Online PR โ geared towards building the brand
โข Remember to use the telephone โ make manual contact
โข Source and contact relevant journalists manually
โข Utilise app discovery publisher programs - YouAppi and Appi
31. 5. SEO (organic)
โข Capture the 16% of users discovering apps via the web
โข Create a page/website
โข Acquire natural links to the page, build authority
โข Onpage optimisation โ ensure technical aspects/search terms
are optimised
โข Android 4.4 (app indexing) โ app is not left out of search
results. https://developers.google.com/app-indexing/
35. 6. Measure & Track
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You need to know more about your users
How they found your app
Data
The types of devices
There is a lot of noise
How they use the app
Return rates to the app
Error reporting
36. Flurry
Flightpath
โข Distimo Analytics to your Google Play account
Link Google
comScore
โข Google Play Referral Flow
โข App Annie
Similar to attribution modelling for GA.
InMobi
โข Track effectiveness of marketing campaigns analytics
Google Mobile App
(blogs/articles/ad campaigns/traffic sources etcโฆ)
Nielsen
39. Make sure you have a framework
to support these 7 activities
40. The 7 key points
1. Develop an app thatโs worth downloading
2. Agree on the metrics
3. Build the value proposition
4. Utilise the app store
5. Encompass online strategies
6. Keep measuring
7. Keep the momentum
41. Thank you for listening
http://www.slideshare.net/scotthague
@scotthague
google.com/+IntegratedchangeNet
facebook.com/IntegratedChange
www.integratedchange.net
Editor's Notes
Sources:Gartner / Research2Guidance/ mobile health news / 148apps.biz and appbrain.comUnique health apps = figure does not take into account cross listed apps.
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