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Give your mHealth app a greater chance of success

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Xavier Lorenz's presentation on Apps on Health about strategic communication of the mHealth. Apps on Health was the first conference in Europe that brings together international thought leaders to …

Xavier Lorenz's presentation on Apps on Health about strategic communication of the mHealth. Apps on Health was the first conference in Europe that brings together international thought leaders to explore the business opportunities of mobile apps in the healthcare and wellness industry.


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  • 1. Give your mHealth appa greater chance of success Xavier Lorenz CEO innuo BCN 03.19.2012
  • 2. got it!thinkstock
  • 3. only 20% of one in four mobile apps get mobile apps once more than 1000 downloaded is downloads. never used again.Smithsonian Institution Most apps become marketing failures
  • 4. Set your goals ? ! deliver services be relevant make money be visible brand awareness engage ... ... biz comm
  • 5. Define your CommunicationTargetend-users? prescribers? influencers?thinkstock healthy people, patients, doctors, nurses, hospitals, pharmacists,...
  • 6. Offline marketing for mHealth apps TV , radio Expensive. Print ads Look for Sponsors Press releasesOr... participate in app contests and events like App Circus On Health Because many HCPs and patients are not internet and sm heavy users in many countries, offline promotion still has to be considered
  • 7. Online marketing for mHealth apps Web advertising: promotional microsite, banners, Google ads Social Media: Facebook page, Twitter page, ... PR - bloggers: prelaunch tests, free download codes, press releases,... Knowledge of patients’ and doctors’ insights is needed to develop appropiate contents and to use the right tone of voice
  • 8. Don’t forget mobile marketing Where is my app?thinkstock
  • 9. mobile marketing for mobile apps your app store label much more than a ‘patient information leaflet’ app store SEO (top 25 apps) keywords, descriptions, reviews, ... mobile advertising mobile web banners, in-app ads, SMS, teaser videos, ... Healthcare marketing and online communications expertise is highly recommended for a successful launch plan
  • 10. Healthcare is different.Healthcare app marketing too.thinkstock
  • 11. TYPE 1 mHealth apps. Wellness & prevention ** healthy habits, educational resources, information tools, ... Apply OTC marketing strategies  Focus on consumers  DTC advertising (online: sem, smm)  Promote Word of Mouth, buzz  POS marketing (app stores)
  • 12. TYPE 2 mHealth apps. Support for HCPs * * continuous education, patient monitoring, diagnosis support, guides and docs, ... Apply Rx marketing strategies  Focus on HCPs  PR: Influencers’ endorsementthinkstock (Health & Medical bloggers,HCP associations)  HCPs’ channels and media (on & off)
  • 13. TYPE 3 mHealth apps. Disease management* * patient tools, self-management, patient-doctor communications Apply mixed, Rx and OTC, marketing startegies  Focus on prescribers and patients  Patients’ endorsement (associations and bloggers)  CE mark – medical devicesthinkstock  HCP marketing (on & off)  POS marketing (app store)
  • 14. Health is not a gimmick. Let’s make relevant apps that meet users’ needs and improve their health objectives.Smithsonian Institution
  • 15. Thank you!Xavier Lorenz @innuo