A BETTER WAY TO CHANGE

SO YOU WANNA BUILD A
GAME-CHANGING HEALTHCARE APP?

DO IT!
WE NEED YOU!

BUT HERE’S WHAT YOU NEED
TO KNOW FIRST

THE FAILURE RATE FOR HEALTHY
BEHAVIOUR CHANGE?

99%

BUT YOURS IS AN APP
RIGHT? IT’S DESIGN-LED AND DATA DRIVEN

IT’S GOING TO
BE HYPER-RELEVANT

IT’S GOING TO
ALGORITHMICALLY PREDICT

THE PERFECT TIME TO SEND
AN IPHONE BANNER NOTIFICATION

WHICH SAYS GO FOR A
WALK

WHICH SAYS DRINK A GLASS
OF WATER

WHICH SAYS EAT A SALAD
FOR LUNCH

SO YOU’RE DEFINITELY GOING TO
BE PART OF THE 1%

DO IT!
WE NEED YOU!

BUT
REMEMBER

99%

AND ALSO HEALTH FAILURE ISN’T
NEUTRAL

IT ISN’T LIKE FAILING TO
MASTER PHP

IT ISN’T LIKE FAILING TO
LEARN FLUENT SPANISH

IT ISN’T LIKE FAILING TO
SHARE A CINEMAGRAM TO TUMBLR

IT’S FAILING
AT SOMEONE’S HEALTH

WHICH MEANS NEXT TIME THEY
WANT TO MAKE A CHANGE

THEY’RE GOING TO BE LEFT
WITH A LITTLE SCAR

THAT REMINDS THEM OF THE
LAST TIME THEY FAILED

AND WHEN IT COMES TO
HEALTH MOST PEOPLE HAVE MORE SCARS THAN SKIN

BUT YOU GET THAT AND
YOU’RE THE 1%

SO
NO SCARS

WHICH IS AWESOME BECAUSE WE
NEED YOU

AND WHEN YOUR APP IS
DONE AND IT’S NEW AND NOTABLE IN THE APP STORE

HERE’S
YOUR WINDOW

EIGHT OUT OF TEN HEALTH
APPS ARE DELETED AFTER A SINGLE USE

AND THE TWO THAT SURVIVE
SEE ENGAGEMENT PLUMMET AFTER TEN DAYS

AND EVEN IF YOU CAN
SERIOUSLY BREAK THE MOLD

AND
GET DOWNLOADED

AND
GET SIGNED UP

AND
GET USED

AND NOT GET DELETED TEN
SECONDS LATER

AND KEEP PEOPLE AROUND MORE
THAN TEN DAYS

THEN YOU GET TO TACKLE
THE REAL PROBLEM

SOMETIME
AROUND DAY ELEVEN

YOUR PRECIOUS USER IS GOING
TO HIT A ROADBLOCK

MAYBE THE CAR WILL BREAK
DOWN

MAYBE
THEY’LL FEEL UNWELL

MAYBE THEIR ARTHRITIS WILL FLARE
UP

MAYBE THEIR CHILD GETS SENT
HOME FROM SCHOOL

MAYBE
IT RAINS

AND YOUR PRECIOUS USER IS
GOING TO IGNORE YOU

UNTIL
THE PROBLEM GOES AWAY

AND DON’T THINK THAT THE
MISSING LINK IS A RED APP ICON

OR A
NOTIFICATION BANNER

OR
AN AUTOMATED EMAIL

BECAUSE WHAT’S STOPPING PEOPLE FROM
BEING REALLY HEALTHY

ISN’T THAT THEY DON’T KNOW
HOW TO DO A LUNGE

ISN’T THAT THEY DON’T KNOW
HOW TO ORDER A SALAD

IT’S THAT FUCKING PLUMBER WHO
STILL ISN’T HERE

IT’S THAT HEADACHE THEY WOKE
UP WITH

IT’S THAT BREAKDOWN IN COMMUNICATION
WITH A CHILD

AND UNTIL
WE FIX THAT

WE’RE JUST REARRANGING THE DECKCHAIRS
ON THE TITANIC

BUT
REMEMBER

DO IT!
WE NEED YOU!

A BETTER WAY TO CHANGE
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