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Do consumers want smartphone health apps ?

Do consumers want smartphone health apps ? | Pharma - Healthcare & Technology | Scoop.it

Do consumers want smartphone health apps ?

Smartphone apps have a high rate of dropouts with 26% being used only once and 74% being discontinued by the tenth use. A CHIC survey shows that the availability of a better app (34.4%) and lack of user friendliness (32.6%) are the top reasons for discontinuation of smartphone apps.  However what the survey isn’t showing is that some people do not like to be reminded that they have a health condition that needs monitoring.

When I was doing some research with Type 1 and Type 2 diabetics on the use of smart phone apps to help them control and monitor their disease and glucose the findings were a double edged sword.  Some patients wanted to know what they could do to ensure that they remained in optimum health and stayed on top of things like glucose levels while others didn’t want to be reminded that they had to “monitor themselves” because of diabetes.

In 2006, the daily SMBG (self-monitoring of blood glucose) rate was 63.4% among all adults with diabetes and 86.7% among those treated with insulin. Collaborations to ensure adequate health insurance coverage, diabetes education and counseling to encourage more intensive medical care and self-management practices, and continued surveillance measures to track changes in SMBG rates are needed to improve and monitor SMBG trends.  However there is a fine line between informing and being intrusive.

 

Smartphone applications for patients are not easy to develop.  They key is to ensure that the app is valuable and easy to use by patients or target audience.  This means that you need to test the application with your audience and get their input into development.  This is not the standard procedure for app developers.  They usually release apps and if changes are needed they include them in subsequent releases.

 

The high dropout rate with smartphone apps is concerning to the healthcare industry because smartphone apps are beginning to play an important role in healthcare. The most recent pharmaceutical industry report by Ernst & Young from February 2011 reveals that in 2010 new initiatives in health technology by pharmaceutical companies increased by 78%. A staggering 41% of those new initiatives were smartphone apps. For the time and resources invested, pharma companies need to ensure that their investments in smartphone apps do not fall into the 26% that are used only once but rather into the 26% that are used repeatedly.

Key Takeaway’s

(1) Although penetration of smartphone use is increasing health apps have to have sustaining value to patients and be easy to use. This means that more dollars are needed to ensure the apps stay up to date and are available for the variety of smartphone platforms.

(2) Do not lump all disease states with this data.  People respond differently to different types of health conditions; some are open to getting tips and helping them manage their health condition while for others a reminder is not welcome because it reminds them they have a health problem.

(3) Marketers need to test applications with patients/target audience before releasing them to the public.  This means usability studies with patients.

(4) Application healthcare marketing is a long term commitment thus you need to choose a vendor who can form a strategic alliance with your company and help you develop and update your apps for the long term.


Via Olivier Delannoy, Fabrice Vezin, AttractiveHealthcare, dbtmobile
Brian Bernstein's insight:

Apps are great tools, but they need to be integrated into an overall long-term management plan.

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eMedToday's curator insight, July 26, 2013 7:34 PM

Few hospitals have mobile app but patients do want app if they can provide valuable information to them. 

The key item: information

Smartphone applications for patients are not easy to develop.  They key is to ensure that the app is valuable and easy to use by patients or target audience.

eMedToday's curator insight, July 26, 2013 7:36 PM

The Pharma twist

"The most recent pharmaceutical industry report by Ernst & Young from February 2011 reveals that in 2010 new initiatives in health technology by pharmaceutical companies increased by 78%. A staggering 41% of those new initiatives were smartphone apps. For the time and resources invested, pharma companies need to ensure that their investments in smartphone apps do not fall into the 26% that are used only once but rather into the 26% that are used repeatedly".

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Veeva adds new e-detailing capabilities to its CRM platform

Veeva adds new e-detailing capabilities to its CRM platform | Pharma - Healthcare & Technology | Scoop.it
The Commercial Cloud integrates more pharma-rep activities into a common, cloud-based system (Veeva adds new e-detailing capabilities to its CRM platform http://t.co/uI6CTvmQro)...

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How Google Is Stealing Pharma Website Traffic |...

How Google Is Stealing Pharma Website Traffic |... | Pharma - Healthcare & Technology | Scoop.it
Google has been on a long-running quest to optimize how medical information is displayed within search results. Case in point, the Google Health OneBox or Medication OneBox. These small boxes of in...
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4 Smart Ways To Use a Preheader in your marketing emails

4 Smart Ways To Use a Preheader in your marketing emails | Pharma - Healthcare & Technology | Scoop.it
Describes how a preheader can add value to your emails, boosting responses and campaign success

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malek's curator insight, March 5, 10:37 AM

Remember that people look first

  • at the From line,
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  • then at the Preview Pane (Preheader) when deciding whether to open your email...
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TV Drug Ads May Trim Lengthy Recitation of Side Effects - Bloomberg

TV Drug Ads May Trim Lengthy Recitation of Side Effects (RT @GigiBowman: Oh please. Yes let's kiss Big Pharma's ass some more.
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Infographic: Digital Marketing Defined

Infographic: Digital Marketing Defined | Pharma - Healthcare & Technology | Scoop.it

“Digital marketing defined #infographic”


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Alexandre Gultzgoff's curator insight, February 11, 9:09 AM

the definitive definition?

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Mobile Marketing Report The Wellness Game

Mobile Marketing Report The Wellness Game | Pharma - Healthcare & Technology | Scoop.it
Pharma has reduced the burden of disease. It can develop a conditionspecific app. But getting people to take their medications as prescribed Thats another matter. Larry Dobrow on why biopharma is backing mobile games for their potential to boost adherence and drive behavior change

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New Research Shows Why People Interact with Brands on Social Media -

New Research Shows Why People Interact with Brands on Social Media - | Pharma - Healthcare & Technology | Scoop.it
A new study conducted by University of Massachusetts Dartmouth reveals why people, specifically millennials, interact with brands on social media. The study can help businesses understand how to leverage their social media accounts and use them more effectively. The study looked into why millennials, people born between 1980 and 2000, connect with brands on social …

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5 Ways Pinterest Can Be Used for Patient Education In Healthcare

5 Ways Pinterest Can Be Used for Patient Education In Healthcare | Pharma - Healthcare & Technology | Scoop.it

Pinterest is a good medium for patient education in healthcare marketing because many people learn best visually and compelling images are highly shareable.


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Infographic: The growth of inbound marketing in health care

Infographic: The growth of inbound marketing in health care | Pharma - Healthcare & Technology | Scoop.it
The Growth of Inbound Marketing in Health Care

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Christopher Rudolf's curator insight, January 28, 1:53 PM

This is a great infographic. Interesting times, and diverse regulations that control this type of flow of data in different global jursidictions.

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How Twitter Knows When You’re Depressed | TIME.com

How Twitter Knows When You’re Depressed | TIME.com | Pharma - Healthcare & Technology | Scoop.it
Scientists can now accurately predict if you have the blues—just by looking at your Twitter feed

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FUTURE OF HEALTHCARE FROM A FUTURIST

FUTURE OF HEALTHCARE FROM A FUTURIST | Pharma - Healthcare & Technology | Scoop.it
The ExtremeFuture of Health Care 2014from Dr. James Canton
 

Via Celine Sportisse, Rémy TESTON, Philippe Marchal/Pharma Hub
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Survey shows breakdown of how med students, residents, and physician faculty are using mobile devices

Survey shows breakdown of how med students, residents, and physician faculty are using mobile devices | Pharma - Healthcare & Technology | Scoop.it
A survey by researchers shares insights from over 1,000 respondents on how healthcare professionals use mobile devices to find medical information

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WIKIPEDIA TOP SOCIAL MEDIA SITE FOR RX CONVERSION

WIKIPEDIA TOP SOCIAL MEDIA SITE FOR RX CONVERSION | Pharma - Healthcare & Technology | Scoop.it

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Google’s Mobile Search Warning Could Decrease Site Traffic

Google’s Mobile Search Warning Could Decrease Site Traffic | Pharma - Healthcare & Technology | Scoop.it

In its ongoing crusade to deliver the most beneficial search results,Google announced this week that it will warn searchers when a mobile URL redirects to the home page. Will the change impact your organic search traffic and sales?

 


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Partnerships in Clinical Trials: 45 New Apps Set to Advance Clinical Trial Patient Engagement!

Partnerships in Clinical Trials: 45 New Apps Set to Advance Clinical Trial Patient Engagement! | Pharma - Healthcare & Technology | Scoop.it
Expert insight on Mobile Innovation in #Clinicaltrials & the Patient Engagement App Challenge http://t.co/wXHUXN0smS @AbbeSteel #pharma
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Choose your weapon: SEO or social media?

Choose your weapon: SEO or social media? | Pharma - Healthcare & Technology | Scoop.it
Digital marketing is critical to the success of most businesses, but what is the best way to spend limited resources? And why is Google+ worth exploring?

Via inform pharma: Neil Copping
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inform pharma: Neil Copping's curator insight, March 4, 3:00 AM

2 parts of the same jigsaw?

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Why Do Patients Seek Answers From the Internet? |

Why Do Patients Seek Answers From the Internet? | | Pharma - Healthcare & Technology | Scoop.it
Helping patients get answers to health information from the internet can greatly increase the reach of pharma brands (Why do patients seek answers from the internet?
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Majority of Doctors Who Have Participated in e-Detailing Say They Will Continue to Participate

Majority of Doctors Who Have Participated in e-Detailing Say They Will Continue to Participate | Pharma - Healthcare & Technology | Scoop.it
78% of doctors that have participated in e-detailing at least once say that they plan to participate again http://t.co/lth2e1Psuk

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Five Hidden Gems in Google Webmaster Tools - Search Engine Journal

Five Hidden Gems in Google Webmaster Tools - Search Engine Journal | Pharma - Healthcare & Technology | Scoop.it
Google Webmaster Tools can help you accomplish a lot with your website. With these 5 hidden gems, you can get back your keyword data, fix site issues, and more.

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7 Ways to Attract Higher Quality Links With Better On-Page Content

7 Ways to Attract Higher Quality Links With Better On-Page Content | Pharma - Healthcare & Technology | Scoop.it
With the nonstop information being published online, people have to pick and choose what they read, share, and link to. Here's how to make sure your content is link-worthy, your site is easily searchable, and you send all the right signals to users.

Via Bonnie Burns
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Bonnie Burns's curator insight, February 10, 11:10 AM

You can build lots of links that might rank a page in the top 10 for certain keywords, but it's no guarantee that the site will gain any new customers, if that's the goal. It may not pick up any new subscribers and that's where the money is for you.

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KOL vs DOL, Part II: what Digital Opinion Leaders mean to Pharmaceutical Marketing

KOL vs DOL, Part II: what Digital Opinion Leaders mean to Pharmaceutical Marketing | Pharma - Healthcare & Technology | Scoop.it
The emergence of DOLs in Healthcare can have a disruptive and positive impact on Pharmaceutical marketing, but the phenomenon has...

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Practice Fusion Launches "Free Laptop, Free EHR" Program for Doctors

Practice Fusion Launches "Free Laptop, Free EHR" Program for Doctors | Pharma - Healthcare & Technology | Scoop.it
Practice Fusion announces new Free Laptop, Free EHR program to help doctors ease the transition to a paper free office addressing a critical need in medical offices.

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KOL vs DOL, Part I: the emergence of Digital Opinion Leaders in Healthcare

KOL vs DOL, Part I: the emergence of Digital Opinion Leaders in Healthcare | Pharma - Healthcare & Technology | Scoop.it

Once upon a time, opinion leaders in all aspects of life were people that had spent considerable time on a subject, through academic study or hands-on experience, or both. Such individuals had the authority that came from having witnessed all possible outcomes of different theories and behaviors but, as Albert Einstein said: “the permanence of an expert in a subject area is the greatest obstacle to the advancement of the subject”. Revolutions in thinking were slow to occur.


Via Alexandre DUBOIS, Philippe Marchal/Pharma Hub
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Makes on think this little  thing called the Internet is taking off.

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Survey: Doctors prefer tablets for journal articles, smartphones for most other tasks

Survey: Doctors prefer tablets for journal articles, smartphones for most other tasks | Pharma - Healthcare & Technology | Scoop.it

When it comes to reading articles in medical journals, 28 percent of physicians use tablets and 21 percent use smartphones according to a recently published study by ad agency WPP’s Kantar Media.


Via Philippe Marchal/Pharma Hub
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PatientView's curator insight, January 29, 2:56 AM

THis is good news for patients 

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Pharma's top digital challenge in 2014? Strategy - PMLiVE (blog)

Pharma's top digital challenge in 2014? Strategy - PMLiVE (blog) | Pharma - Healthcare & Technology | Scoop.it
Pharma's top digital challenge in 2014? Strategy
PMLiVE (blog)
The pharmaceutical industry's biggest digital marketing challenge this year will be formulating a clear strategy.
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