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.

1. Give your mHealth app
a greater chance of success
Xavier Lorenz
CEO
innuo
BCN 03.19.2012

2. got it!
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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 CommunicationTarget
end-users? prescribers? influencers?
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healthy people, patients, doctors, nurses, hospitals, pharmacists,...

6. Offline marketing for mHealth apps
TV , radio
Expensive.
Print ads Look for Sponsors
Press releases
Or... 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?
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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.
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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’ endorsement
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(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 devices
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 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