'Appy Days: Going Mobile - Take Your Hospital on the Road

'Appy Days: Going Mobile - Take Your Hospital on the Road

National surveys show that more than 75% of consumers (176 million Americans) use their smartphones as part of their day-to-day research and shopping experience.   What’s more, according to a FICO survey, a whopping 80% of smartphone users want to interact with healthcare organizations on their mobile phones.

Among the most current interactions with their healthcare providers, smartphone users say they are getting a variety of information:

• Appointment reminders (80%)
• Reminders to schedule appointments or checkups (60%)
• Medication reminders (40%)
• Medical advice (34%)
• Personal health risk monitoring data (32%)
• But that’s just the tip of the iceberg, smartphone users say they want more. So how do you give it to them?

Mobile apps are one way. If developed properly they can provide “one stop shopping” for the consumer experience and build patient loyalty. But there are some key elements to consider before going mobile.

First and foremost, superficial interaction will only take you so far.   Reminders and sharing of information is important, but true consumer loyalty is found in healthcare apps that successfully change patient behavior.  They should target motivational needs to promote behavioral change. They should be forged in the fundamentals of evidence-based medicine.   For example, a smoking cessation app should follow time-tested and proven evidence-based guidelines from public health agencies and medical professionals. Research shows that nearly 50% of current mobile health apps fall short of these guidelines, thus resulting in poor patient satisfaction and end-user failures.

Research from Consumer Health Information Corporation (CHIC) shows that winning apps must have key areas of focus including:

• Ease of Use (90%)
• Access to Health Information (91%)
• Medication/Drug Information (43%)

Patients want an app that is convenient and will help them simplify their health-related tasks. Furthermore, it is not enough to have a health app that merely helps to manage or keep track of a patient’s health, they also desire an app that provides feedback on how they are doing.

Before you leap into the smartphone app industry, be smart -- remember like any marketing effort, you have one shot at making a good impression. Research the health needs of your community and build an app that meets its needs. More than 26% of healthcare consumer apps fail because they are difficult to navigate and don’t give patients what they are looking for. Equally, well-developed apps are proven to increase patient loyalty to healthcare organizations.