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

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. 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. Where does your app feature in all of this?

6. Mobile strategy can become
OVERWHELMED with
the technology

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

8. The app store is no different

9. 40%
made no money from their last app

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.
•State of the Industry survey – App developer conference, Los Angeles, November 2013

12. What about the 60%?

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

14. Start
Early
www.businessmodelgeneration.com/canvas

15. 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/

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
•
•
•
•
•
•
•
•
•
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…

19. Getting your app noticed
can seem like…

20. iAd
InMobi
AdMob
Flurry App Circle
Fiksu
Millennial Media
TapJoy
Localytics
Chartboost
Appency
Playhaven
Facebook Mobile App Install Ads

21. A leap of faith

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

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)
• 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

27. 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

28. …but wait.
90%

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
• 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

31. 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/

32. 5. Free tools!
https://developer.apple.com/appstore/resources/marketing/index.html
Smart app banners - FREE
App Store Short Links - FREE

33. 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

34. 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

35. 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

36. 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

37. SDK’s are available
iOS
Web applications
Android
http://www.google.com/analytics/mobile/

38. 7. Don’t stop

39. Make sure you have a framework
to support these 7 activities

40. 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

41. Thank you for listening
http://www.slideshare.net/scotthague
@scotthague
google.com/+IntegratedchangeNet
facebook.com/IntegratedChange
www.integratedchange.net