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MobileSmith A Healthcare Marketer’s Guide to Mobile Apps

Your Quickest Path from Idea to App 2

• Why mobile patient engagement is the Marketer’s business

• Six bullet-proof use cases for patient-facing apps

• How a Marketer can quickly launch a sustainable mobile app portfolio

A Healthcare Marketer’s Guide to Mobile Apps

© MobileSmith 2013



Mobile Apps are Marketing ToolsAs a healthcare marketer, your goal is to maximize your ROI on every stage of your

marketing funnel: Positioning, Awareness, Conversion, Engagement, and Patient Loyalty. On every step, patient-facing mobile apps can help you improve your bottom line.

• Intelligently-designed mobile apps can enable a multitude of compelling and

efficient patient engagement strategies

• Once downloaded, your app becomes valuable real estate on your patient’s mobile

device – use it to drive patient loyalty

• Mobile apps can help emotionally

engage patients – and happy patients make more valuable customers!

POSITIONINGA portfolio of mobile apps creates a competitive advantage

AWARENESSReach out to your growing mobile audience

CONVERSIONMobile apps are efficient sales tools

ENGAGEMENTUnleash your imagination!

LOYALTYYour app is an Anchor

• An attractive portfolio of mobile apps can position your brand as a leader in

modern healthcare

• With easy-to-use apps available for multiple mobile platforms, you can

reach a wider audience

• App download = 1st conversion!

Mobile apps are proven to be efficient

marketing and sales tools



Patients are Going Mobile -

- and so is Patient Care!

Your patients are ready for mobile!

Are you?

• Nearly 200,000,000 Americans, or 80% of U.S. web users, look online for health information

• 56% of American adults own a smartphone, and 34% own a tablet computer

• The highest rates of tablet ownership are seen among people in their late 30s and older

• Patients use their mobile devices to navigate the healthcare system, research symptoms and

treatments, and shop for healthcare products and services

• A staggering 90% of chronic patients in the U.S. would accept a mobile app prescription

• 1 in 5 patients now book their appointments via computer or mobile apps

• Of patients who found hospitals on their mobile devices, 44% scheduled an appointment

• 89% of doctors are likely to recommend a mobile health app to patients

• 3 in 4 providers believe mobility is having a positive impact on healthcare

• Multiple case studies in healthcare prove the ROI of mobile strategy

• Most healthcare providers see mobile engagement as the key to success



I understand the value of mobile apps, BUT…

Is there a shortcut for a marketer?

When it comes to mobile, healthcare

marketers face an uphill battle…

I don’t know where to start! As a marketer, you know better than anyone what your prospective and existing patients need from a mobile app. However, mobile use case development requires a particular set of skills that might not be part of your team – to say nothing of user interface wire-framing, development, testing, etc.

Mobile app projects are time-consuming.The key challenge for a healthcare marketer is to implement a mobile idea and get it to

market quickly. Yet, custom app development can take anywhere from 4 to 12 months, depending on the complexity of your mobile app. And what if you want to launch it to multiple platforms?

Mobile development can be costly.Let’s face it: native mobile development skills are expensive. Moreover, most companies are not prepared to function as internal mobile app development shops. Building, testing, launching, and upgrading even a single app is a full-scale software project that requires both development and software project management skills.

We have no bandwidth!With your IT department immersed in EHR/EMR implementation, your mobile ideas can

get shelved for a long time. Even if you manage to hire an outsourced development team, they still need to use your IT team’s bandwidth to fine-tune the app and securely connect it to your systems.



Case Study: Rex Cancer Care App

With Rex Cancer Care app, patients feel connected, cared for, and entertained throughout their journey.

An innovative center for cancer treatment, education, and rehabilitation, Rex

Cancer Center is part of the renowned Rex UNC healthcare system operating in the Research Triangle area of North Carolina. Rex competes with WakeMed and Duke Hospital, as well as with a number of smaller healthcare providers.

Rex wanted to connect with patients to provide higher quality, compassionate care. The Rex Marketing team used the MobileSmith platform to build and launch a full-featured, native Rex Cancer Care app for both iOS and Android smartphones without writing a line of code.

Key Functions:• “How do I feel today?” interactive tracker• Track your treatment• Create and manage your care team• Network with other cancer patients• Keep track of your appointments and medications• View your lab results• Take a virtual tour of Rex Cancer Center• Upload your photo and try on “virtual wigs”

http://www.rexhealth.com/

http://www.mobilesmith.com/app-showcase/rex-cancer-care/



Case Study: HCHC Wellness App

With HCHC Healthy Living app, patients are taking ownership of their health and wellness.

Henry County Health Center (HCHC) in Iowa serves a diverse population, combining small-town hospitality with the latest in medical technology to give its patients the best health and wellness services. HCHC is committed to contributing to the improvement of its community and promoting a healthy way of life.

HCHC did not have a formal mobile strategy in place, but it wanted to engage its patients and prospects by providing an entertaining mobile guide to healthy living. HCHC’s web administrator – just one person – used the MobileSmith platform and within weeks, they deployed the HCHC Healthy Living App to both iOS and Android, with no programming involved.

Key Functions:• Eat Well - Connect with Dietitian. Track your food mood. Learn about cooking classes. Find healthy recipes.• Feel Well - Track how you are feeling and the effects of treatments or exercise. Record your emergency contacts and health care team. Manage allergies, medications, appointments, blood sugar, etc.• Move Well - Get active with a complete list of recreational activities, facilities, and programs . Track and share your fitness progress.• Live Well - Track wellness goals. Learn about community resources that can contribute to your health, wellness and happiness.

http://www.mobilesmith.com/app-showcase/hchc-healthy-living/



Marketers Can Own Mobile App Development!

There is an easy way to own your Hospital’s mobile app development

process without burdening your IT, or hiring developer teams.

Beat your competition and capture your audience by quickly launching full-featured,

native apps within weeks!

Build from scratch, or use one of our polished, ready-to-go hospital app use

cases pre-built in our platform asfully customizable templates.

The MobileSmith app development

platform was built by people like you,

for you – the subject matter expert.

• Design in WYSIWYG

• Build for iOS and Android

• Launch, manage, upgrade

• No coding required!

Design

Build

Launch



4 Best Practices of Use Case DevelopmentSuccessful mobile apps start with compelling use cases. Here are some tips from MobileSmith app strategy experts on how to get started:

Start with a Long List!Think of your initial wish list of features as a “dump” – put down everything you would ever want in your app! Go nuts; brainstorm with your entire team. Great mobile ideas pop up in discussions among creative, dynamic teams of marketing experts.

Trim it Down.As soon as your creative power hits the wall, it’s time to whittle your list down to a reasonable size. Diluted apps are not user-friendly and may confuse your patient. Go through your wish list and identify the top 3 most important functions. Follow this up with 3-4 secondary functions, and shelve the rest for potential future use.

Think of a Multi-App Strategy.Chances are, you will find that some of your initial ideas are simply too good to be dumped or postponed. That’s how new app use cases are born! You may want to start developing a multi-app strategy even before you build your first app.

Play With Your Wireframe!A wireframe is a drawing of what you want your app to look like – tabs, buttons and all. Draw all of your app pages and transitions; describe all the bells and whistles in as much detail as possible. Then tap through your wireframe and make sure your key user goals can be achieved in less than 4 clicks. Show your wireframes to a person on your team least accustomed to mobile and ask them to tap through it. You can glean a lot of valuable insights!

Next: 6 bullet-proof hospital app use cases



1. General Hospital App

2. Outpatient Care App

Download this app!

Relevant information at your patients’ fingertipsEasy communication and social sharingBrand enhancement and exposure for your hospital

Key Functionality

• General Information – general info and address; map & directions; accepted insurance• Services – directory of services and specialists with tap-to-email or tap-to-call function• Virtual Tour – 360° views of rooms and interactive maps of hospital facilities • ER Wait Times – stream real-time estimates for your ER wait time• Interactive Gallery and Social Networks – engage patients year-round with streaming content

Inform, connect, and entertain your patientsEmpower them to proactively manage their treatmentProvide a caring touch and a better patient experience

Key Functionality

• Track Your Treatment – user-friendly pain and treatment tracker to analyze progress• My Care Team – select and save a custom profile of your care team• Patient Network – connect with other patients and patient support groups; share stories, ask questions and offer support• Lab Results – securely enter your information to receive lab results• Virtual Wigs – upload your photo and try on wigs; move and resize to fit your face



3. Wellness App

4. Physician Referral App

Easy access to wellness information and health tipsImproved wellness experience and overall patient satisfactionMotivation to exercise and take ownership of their health

Key Functionality

• Health Tracker – personalized date-specific goals and daily progress tracking• Group Exercise Schedules – daily & weekly class schedules for your locations• Wellness Rewards Points – points redeemable for select pro shop items and services• Directions and 3D Tour – one-touch listings for all locations; directions; 360° tours • Wellness Tips – stream customized content to educate and motivate your patients

Easy access to the best physicians and their credentialsWider choice of specialties and accepted insuranceConvenient appointment settingStreamlined physician referral process

Key Functionality

• Physician Profiles – one-tap access to profile, including photo, credentials, and publications• Address and Directions – easily find an address or locate a medical office/hospital• Physician Lookup – search for physicians by zip code, gender, specialty, accepted insurance• Request Appointment – one-tap appointment request from the physician profile

Download this app!



5. My Appointments App

Eliminate hundreds of staff hours Increase quality and efficiency of serviceImprove follow-up and communication

Key Functionality

• Automatic Reminders – receive automatic appointment notifications• Search for a Physician – search by specialty, geography, accepted insurance, etc. • Tap-to-Call/Email – call or email your nurse or doctor with a simple tap• Appointment Details – what it is for; what to bring, etc.

6. Discharge AppStreamline post-release follow-upReduce unnecessary readmissionsImprove adherence and patient outcomes

Key Functionality

• Post-Release Regimen – customized outpatient plan for at-home care• Follow-Up Reminder – automated notification about your follow-up appointment• Symptoms Checker – check your symptoms for ‘red flags’• Panic Button – tap-to-call a doctor or nurse


Your Quickest Path from Idea to App

What Will Make your Apps Truly Useful

Easy to navigate and user friendly26% of health apps are used only once, and almost two thirds of the remaining health apps are dumped by the 10th use. The most frequent reasons – the app isn’t easy to navigate or doesn’t offer useful functionality. MobileSmith app strategy experts can help you design an app that will ‘stick’ with your users for a long time.

Customized to the patientHospital patients are diverse, and so are their needs. An older adult may prefer a tablet app that features enlarged text and navigation. On the other hand, a teenager may be more engaged if you offer gamification or points earned for adhering to prescriptions and regimen.

Ready to evolveAs time goes on, your app should be ready to adjust to new requirements on a platform that will accommodate the evolving needs of your patients. When your resources are limited, a solid app versioning strategy, put in place from the start, becomes a life-saver.

Multi-platformThe device market is becoming more fragmented every day. Building apps that perform across multiple platforms, while offering rich native app experience, is key to the performance and sustainability of your mobile strategy. The MobileSmith platform allows you to create customized, multi-platform native apps - offering a rich user interface and smooth user experience on all key platforms.

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Healthcare marketers have only just begun to tap into the awesome power that mobile apps can effect on their bottom line.

With the MobileSmith platform, you can quickly design, build, and customize your apps for rapid deployment across major platforms – without burdening your IT, or hiring costly developers.

Ready to Build your First App?

Contact us for a demo of our Platform, or request a Free Trial!

MobileSmith, Inc.4505 Emperor Blvd, Suite 320 Durham, North Carolina 27703800.578.9000 | [email protected] ©MobileSmith 2013

http://www.mobilesmith.com/request-a-demo/?utm_source=eBookHM&utm_medium=eBook&utm_campaign=eBookHM

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