Promotion of Mobile Medical Applications

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Bernice Parks
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1 PHP157 Monday, May 18, 2015 Promotion of Mobile Medical Applications Muragundi PM, Kotlo A, Malini S, Udupa N Manipal College of Pharmaceutical Scicnes, Manipal University, Manipal , India ISPOR 20th Annual International Meeting, 6-9 September 2014, Philadelphia, United States of America

2 Introduction and Objective Medical Apps nowadays play a pivotal role in assessing individuals in health and wellness Management and subsequently also useful to the healthcare professionals. The existing studies or results emphasize only on benefits of smartphones or usage of medical apps. Present study aims to evaluate the medical apps and the promotional strategies adopted by the developers to enhance app downloads and ratings.

3 Methodology 150 medical and healthcare Android Apps were randomly selected from India and other countries including USA, UK, Australia. These apps were evaluated with regard to number of downloads, critical reviews by the user, rater s rating, rating by the users and app content by using the data collection form. The promotional strategies adopted by these app developers were also studied.

4 Methodology SPSS 16.0 was used to analyze the Data. Chi square test was applied to assess association between the number of downloads and various promotional strategies adopted (P<0.05). Mann-Whitney test was used to find the promotional strategies resulting in to Five Star ratings

5 Results The study revealed that there are no stringent regulations and guidelines with respect to medical apps in India. Whereas various parameters were extensively used in countries such as USA, Australia and EU like usage of HD images suggestive/awareness, specificity of the disease which aren t so regular with respect to Indian app developers. There was a significant association between downloads and promotional strategies such as Google search, websites, social media, review ratings.

6 Medical Apps in Different Countries n=150

7 Association Between Promotional Strategies and Number of Downloads Promotional Strategies Significance* App store Listing and ASO Public Relations Social Network Social sharing from inside networks <0.05 Web Promotion <0.05 Apps Website <0.05 Pay for Advertisement Marketing Speak Events Youtube Channels <0.05 App Freemium Google Search <0.05 Review Ratings <0.05 *Chi Square Test

8 Regulations Governing the Medical App Topic India USA UK Australia Canada Disclaimer NA Yes Yes Yes Yes Approval Procedure Jurisdiction of Legal Disputes NA Yes Yes Yes Yes NA Courts of United States and Hawaii Courts of England and Wales Courts of Australia and New Zealand Courts of Canada Fees NA 1694USD AUD 373CAD Complaint handling Procedure Content Prohibition Regulating Authority NA Ombudsman Central Complaint Officer Complaint Resolution Panel NA Yes Yes Yes Yes Inspectorate Health NA USFDA UKMHRA TGA Health Canada NA= Not Available, UKMHRA= UK Medicines and Health Regulatory Agency TGA= Therapeutic Goods Administration

9 Conclusion This study clearly suggest the Promotional Strategies which can be adopted by the existing and New App Developers to have high download Success Rates. Hence Study is highly useful to Start ups and existing small Entrepreneurs.

10 References 1. Mobile Medical Applications-Food and Drug Administration[Internet]. [updated on 2013 Sep 25;cited on 2014 July 27].Available from: Devices/.../UCM ways to promote your app like a Pro[Internet].[updated on 2013 Sep 9; cited on 2014 Sep 23]. Available from: ways-to-promote-your-mobile-app-like-a-pro.aspx 3. Mobile Marketing and Advertising[Internet].[updated on 2013; cited on 2014 Sep 23]. Available from: Authors acknowledge Manipal University for Travel Grant

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