@scotthaguegoogle.com/+IntegratedchangeNetfacebook.com/IntegratedChangewww.integratedchange.net

From testing to distribution – getting your app ‘out there’ and

noticed. March 18th 2014

60,000,000,000

60+ app stores

1.2m iPhone and 1.1m Android apps

800 iOS apps downloaded p/second

40,000+ ‘health’ apps

Image source: Apple

Where does your app feature in all of this?

We’ve developed an app!

Oh yeah!

The cheques in the post!Image source: Apple

Mobile strategy can become

OVERWHELMED with

the technology

A change of mind set?

Your app is a product. Market it like one.

Patients are consumersHCP’s are consumers

What we demand from retail and banking, we should demand from mobile healthcare

app stores are no different

It’s not easy being noticed

Discoverability is a major problem

High expectations from free apps

Too many app stores

Device fragmentation

Poor quality apps

Overcrowded app stores

Overpopulated app stores

You need a

business model

www.businessmodelgeneration.com/canvas

http://thehappystartup.co/canvas/

Try some

of these

All good companies respond to their communities.

When launching an app, you are trying to build a community.

Establishing a relationship

Earning two-way communication

Persona Development

The Price Point

1. Free

2. Paid

3. Paymium

4. Freemium?

Image source: Apple

Image source: Apple

App Store Price Points

• One app for all devices

• No need to download multiple app versions

• Universal apps is the growth area

Consider universal apps

App store catalogue by type

Image source: Apple

Getting your app noticed can seem like…

…or a leap of faith

7 key points in ‘getting your

app noticed’

We are not doing it for the money, in fact we are doing it to save money.

It’s costing the foundation trust £15,000 to do this

If your not doing it for the money, what are you doing it for?

What are you investing to do that?

1. What Are You Measuring?

Client

Integrated Change

Appency

iAd

InMobi

AdMob

Fiksu

Facebook Mobile App Install Ads

Millennial Media

TapJoy

Flurry App Circle

Localytics

Playhaven

Chartboost

1. What Are You Measuring?

• Patient engagement• Condition management/awareness• Patient satisfaction• Diagnosis• Consultant acquisition• Reducing paperwork• Readmission rates• Research data• Communication• Brand growth/ROI

Be very clear on what your want to measure

Think• How will you measure your success?• How will you know how effective the app is?• What KPI’s will be in place?• What reports need to be generated and to whom?

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

2. Develop a great app

All the analysis, trends and stats on mobile. Subscribe to our free monthly Market Watch Reports

Source: MobileSmith 2014

50%Less than

mHealth apps downloaded 500+ times

26% are used only once

2/3Abandoned after 10th use

2. Develop a great UX

Organisations have a poor understanding of mobile

Source: IBM/eConsulancy

33%user experience

2. Develop a great app

A great app starts with great User Experience design

KISS

Don’t lose sight of the MVP

What problem are you solving? Is there one?

3. Strong Value Propositions

WhatWhat

WHY

Check this out:

Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Forget ‘What’, focus on

4. Offline Marketing: PR

• Use your 100 promo codes

• Get the app into the hands of people that count

• Let them try out the app before its available

• Make sure to support your claims

• pressreleases@apple.com

4. Offline Marketing: Print

• Make sure to use the device images

• Use the real screenshots. Let the app speak for itself

• Use App store badges

• Include the new format for app URL’s– AppStore.com/AppName– AppStore.com/DeveloperName

5. The App Store

http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know

60%

5. The App Store

http://www.integratedchange.net/app-store-optimisation-what-you-need-to-know

60% of the apps in the app store have never been

downloaded

Source: Appia.com

5. App Store Optimisation (ASO)

• App store rankings are algorithmic

Conduct keyword research Competitor analysis matrix Keyword tools like Übersuggest/identify/Google keyword

planner

• Google Play takes page authority into account• Link build to the listing from external sources

https://adwords.google.com/ko/KeywordPlanner/

5. The App Store: app Page

• Keep your description (app & listing) clear and concise

• Build your page to be visually appealing (icons, screenshots)

• Use singular form words. Avoid long-tail keywords

• No need to repeat the category name – its already included

5. The App Store: Reviews

• Let them happen organically

• Ask nicely, in-app

• Listen and respond – always engage

• Keep them in the app

• Subscribe to RSS feed for app reviews (iTunes Connect)

6. Online Marketing: Content

• Blogger outreach – use your promo codes!

• Syndicate your content about the app

• Don’t force content if the vertical is not conducive to it

• Online PR – geared towards building the brand

• Utilise app discovery publisher programs - YouAppi and Appi

6. Online Marketing: SEO

• Capture the 16% of users discovering apps via the web

• Create a page/website – mobile optimised!

• Optimise page content for the keywords

• Acquire natural links to that page, build authority

• App indexing – app’s are no longer left out of search results* *https://developers.google.com/app-indexing/

Scroll through www.integratedchange.net/blog for more information on this topic

6. Free Tools

Smart app banners

App store short links

• Pay-Per-Click enhanced campaigns

• AdWords now integrates with Mobile analytics

• Click to download

• App indexing/deep linking

• Keywords trigger your ads

• Geographic targeting

6. Online Marketing: AdWords

• Static ads and recently video ads

• Changed to a Cost Per Action model

• Requires an App Store URL

• Target age/Interests/locations

• Use share sheets within apps

6. Online Marketing: Social

https://www.facebook.com/business/mobile-app-ads

145Million app installs

6. Online Marketing: Video

• Short video to demo the apps key features

• Downloads are pre-qualified

• Make sure to have clear calls to actions

• Promote the video

• Make sure its professional!

6. Online Marketing: Email

• Entice with a good title, concise content

• Support social media

• 41% of emails are opened on mobile

• Make emails mobile optimised!

• Add app store link to your signature

Image – iconhot.com

6. iAd Workbench

• Promotional tool to drive downloads

• Create your own campaigns

1. Select the app to promote2. Select the audience from 8 different criteria3. Set your budget4. Choose from 4 template banners to use5. Wait for 24 hours6. View statistics, tap through rates…

http://advertising.apple.com/uk/tools/iad-workbench/

6. iAd Workbench

• You need to know more about your users• How they found your app• The types of devices• How they use the app• Return rates to the app• Error reporting

Paralysis Form Analysis

7. Measure & Track

Google Mobile App analytics

FlurryDistimo

Flightpath

App Annie

Nielsen

InMobicomScore

7. Measure & Track

7. Measure & Track

• Link Google Analytics to your Google Play account

• Google Play Referral Flow

• Similar to attribution modelling for GA.

• Track effectiveness of marketing campaigns • Blogs• Articles• Ad campaigns• Traffic sources

7. Mobile App Analytics: Google

• iOS

• Web applications

• Android

• Provides a whole host of reporting

http://www.google.com/analytics/mobile/https://developers.google.com/analytics/devguides/collection/?hl=en

7. Don't forget existing users

• They will drive your campaigns and give insights

• Build app roadmaps and updates

• Consider push messaging

• Make them relevant, timely and user controlled

…and don’t stop

Image: thenarrowlens.com

Make sure you have a framework to support your activities

The 7 key points

1. Be clear on measurement2. Develop a great app3. Build the value proposition4. Be offline5. Utilise the app stores6. Be online7. Track, monitor, implement

Thank you for listening

@scotthaguegoogle.com/+IntegratedchangeNetfacebook.com/IntegratedChangewww.integratedchange.net

http://www.slideshare.net/scotthague

http://www.integratedchange.net/blog