HANDI Health Apps Presentation: NEC November 2013

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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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  • Sources:Gartner / Research2Guidance/ mobile health news / 148apps.biz and appbrain.comUnique health apps = figure does not take into account cross listed apps.
  • Image: http://maeveconwayfried.wordpress.com/texts/the-great-bear-by-simon-patterson/
  • OK, so how many people have downloaded it?- Err, not sureFine – what are the users doing with the app- Err, not sureWhen are you presenting your findings and ROI forecast to the board/management?Run away!Image: http://www.telegraph.co.uk/sport/golf/rydercup/9578338/Is-Europes-stunning-Ryder-Cup-victory-the-greatest-sporting-comeback-in-history.html
  • Image source: http://soulatwork.com/positive-thinking/
  • •State of the Industry survey – App developer conference, Los Angeles
  • •State of the Industry survey – App developer conference, Los Angeles
  • •State of the Industry survey – App developer conference, Los Angeles
  • Image: http://investingcaffeine.com/2010/01/14/google-vs-china-running-away-from-660-million-eyeballs/
  • Sometimes, you have to get out of the engine room and onto the bridge – “From Acorns; Caspian Woods”Image: 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
  • HANDI Health Apps Presentation: NEC November 2013

    1. 1. From testing to distribution – getting your app ‘out there’ and noticed. @scotthague google.com/+IntegratedchangeNet facebook.com/IntegratedChange www.integratedchange.net http://www.slideshare.net/scotthague
    2. 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
    3. 3. Where does your app feature in all of this?
    4. 4. Mobile strategy can become OVERWHELMED with the technology
    5. 5. 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
    6. 6. The app store is no different
    7. 7. 40% made no money from their last app
    8. 8. 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
    9. 9. 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
    10. 10. What about the 60%?
    11. 11. 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
    12. 12. Start Early www.businessmodelgeneration.com/canvas
    13. 13. Existing Insights • Google analytics – patterns of keyword data? • First 7 months of 2013, www.nhs.uk received 195,524,674 visits • 99 million came from a smartphone/tablet • 734,000 from social media Source: www.tecmark.co.uk/nhswebsite-analytics/ https://www.whatdotheyknow.com/
    14. 14. 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
    15. 15. 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 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? But…
    16. 16. Getting your app noticed can seem like…
    17. 17. iAd InMobi AdMob Flurry App Circle Fiksu Millennial Media TapJoy Localytics Chartboost Appency Playhaven Facebook Mobile App Install Ads
    18. 18. A leap of faith
    19. 19. 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
    20. 20. 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
    21. 21. 4. App Store Optimisation (ASO) • App store rankings are algorithmic  Conduct keyword research  Brainstorming and competitors  Keyword tools like Übersuggest/identify/Google keyword planner (https://adwords.google.com/ko/KeywordPlanner/) • Google Play takes page authority into account • Link build to the listing from external sources, just as with SEO
    22. 22. 4. App Store Optimisation (ASO) Build your page to be visually appealing (icons, images, videos) No need to repeat the category name – 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
    23. 23. …but wait. 90%
    24. 24. 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
    25. 25. 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
    26. 26. 5. SEO (organic) • Capture the 16% of users discovering apps via the web • Create a page/website • Acquire natural links to the page, build authority • Onpage optimisation – ensure technical aspects/search terms are optimised • Android 4.4 (app indexing) – app is not left out of search results. https://developers.google.com/app-indexing/
    27. 27. 5. Free tools! https://developer.apple.com/appstore/resources/marketing/index.html Smart app banners - FREE App Store Short Links - FREE
    28. 28. 5. Google AdWords • PPC enhanced campaigns • Instant • Click to download • App indexing/deep links • Keywords trigger your ads • Geographic targeting http://searchenginewatch.com/article/2242614/AdWords-Enhanced-Mobile-Campaigns-5-Things-PPC-Marketers-Need-to-Know
    29. 29. 5. Facebook 145 Million app installs • Promote within Facebook feeds • Instant, easy setup • Target specific demographics • Age • Interests • Locations https://www.facebook.com/business/mobile-app-ads
    30. 30. 6. Measure & Track • • • • • • 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
    31. 31. Flurry Flightpath • Distimo Analytics to your Google Play account Link Google comScore • Google Play Referral Flow • App Annie Similar to attribution modelling for GA. InMobi • Track effectiveness of marketing campaigns analytics Google Mobile App (blogs/articles/ad campaigns/traffic sources etc…) Nielsen
    32. 32. SDK’s are available iOS Web applications Android http://www.google.com/analytics/mobile/
    33. 33. 7. Don’t stop
    34. 34. Make sure you have a framework to support these 7 activities
    35. 35. The 7 key points 1. Develop an app that’s 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
    36. 36. Thank you for listening http://www.slideshare.net/scotthague @scotthague google.com/+IntegratedchangeNet facebook.com/IntegratedChange www.integratedchange.net

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