Stephen Welch
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Transcript of Stephen Welch
APP MEANINGFUL USE:ACCP-SEEK CASE STUDY ON USER
WORKFLOWS AND APP INTERFACE
Stephen J. WelchSr. VP, Communications & Executive Editor, [email protected]
@rocketsurgery99
Publishing App Expo, NYCDec, 2011
American College of Chest PhysiciansOrganization of 18,000 Physician Members
• Practicing clinicians, specializing in pulmonary, critical care, and sleep medicine
Mission (Nonprofit)
• To promote the prevention, diagnosis, and treatment of chest diseases through education, communication, and research.
76 Years in Publishing
1935 Print
1999 Online
2009 Mobile
Overview
Why Apps, and Which Platform?
How We Adjusted the Interface to Address User Workflow
Where We Are Today
Lessons Learned
Rule #1: NO FEAR
Don’t be afraid to jump into the pool.
What’s the worst that can happen??
Rule #2: KEEP MOVING FORWARD
If you stop moving, one way or another, you’re dead meat.
Rule #3: LEAD, DON’T FOLLOW
Do you want to be the shark, or the little guys fighting for the scraps?
Why AppsAnd which platform?
Why Build An App?
Convenience of mobile access: provide content 24-7, in the palm of your hand
“Just in time” information
Interactive “touchy-feely” interface
Take advantage of micro-purchase economy
Create new advertising/sponsorship opportunities
Because MOBILE IS THE FUTURE
Smartphones and Tablets Outpace Computer Sales
Which Platform to Choose?
Many devices / OS to choose from
• iPhone
• Android/Droid
• Blackberry
• Windows Mobile
• Others
iOS ramp up: Biff! Zap! Pow!
Consider your audience
Then along came this thing called an iPad…..
iPad then went on to sell 3 million units in 80 days!!
iPads RULE!
Choosing the Platform/Device
You need to develop for the the device(s) that best fit(s) your users/customers
Get data on your target customer base
We surveyed our members to see 2 things:What they currently haveWhat they plan to buy in the next 12 months
Apple devices = 70% vs 30% others
Case 1: Select app-worthy contentACCP-SEEK
Granular formatRich imagesBuilt-in “actions”
ACCP-SEEKSelf-Education and
Evaluation of Knowledge
Use Case: Print WorkflowRead questionView figuresChoose answer (A, B, C, D)Turn to back of book for answer, discussionList of journal, book references for further study• Had to go boot up computer and look online or
find hard copies at the library!
Transition to App Workflow
Make it interactiveMake it funMake it usefulNot just a “reader app”
Develop interface and functionality
Maximize the User Experience
This product is used by people who are studying for the Board ExamsWhat do people who are studying need to be able to do?• Assess the visual components (tables, figures)• Take notes• Research related info or background info• Focus on subject areas they might be weak in• Know that they are studying the relevant
topics• Keep track of how they are doing
Provide Enhanced FunctionalityTouch screen interactivity
Provide Enhanced FunctionalityFigures• Scroll through consecutive figures• Perfect for reviewing serial radiology• Pinch and zoom allows view of fine detail
Provide Enhanced FunctionalityTaking notes• Text notes• Record audio notes• Highlight text and mark favorite questions
Provide Enhanced FunctionalityImmediately check data against normal ranges for laboratory values or other patient characteristics
Provide Enhanced FunctionalityReferences link to Medline via in-app view or via device browser
Provide Enhanced FunctionalityMultiple taxonomies for study areas• Overall keyword index• Board review topics list• ACCP education curriculum
Keep track of right and wrong answers
Special challengesQ: How do you let people know about all these cool features?
A: Create a video that showcases the features and shows the customer how to use the app!
http://www.youtube.com/watch?v=jdMkF8ZMNiM
We continue to monitor what users are doing on their mobile devices
By the end of 2010, an estimated 22 percent of U.S. physicians were using iPads, according to Chilmark Research.
Monetization OpportunitiesDownload app for free, give some content
In-app purchases of additional content
Advertising and Sponsorships
• Splash screen ads
• Banner ads
• Interstitial ads
• Rich media ads
Use app to advertise/promote other products
Promote permission/licensing
• Our CHEST app has integration with our RightsLink platform
How Has Our App Done?
“Graphically stunning! Simple to use, great research tools within the app, the user of Apple web browser is just brilliant for references. The ability to record voice notes adds something the printed version could never have. Definitively thumbs up!”
Since Oct 2009: • 24,000 downloads
• Global reach in iTunes
• Revenue positive
• Reviewed on iMedicalApps.com
• Contributed to ACCP reputation as an innovator
How Has Our App Done?
Lessons LearnedA brief rundown before your important questions
App development 101Approach development strategically (in-house vsoutsourced)
Know your target audience (and their devices)
Allocate time for testing (and re-testing and more testing)
Price with caution, apps are expected to be cheap
Market heavily and educate your users
Prioritize download and performance speeds
Plan to incorporate usage statistics
Prepare to respond to users (and new devices) with updates
CARDINAL RULE:BE FLEXIBLE
App development 101Apps will set you apart from your competitors
Apps will enhance your reputation as a “cutting edge” publisher
Utilize international stores (if on iOS)
Be patient on $$; they will likely be long-tail revenues
Whatever platform you choose, you will hear from owners of the other devices
Thank you!…Questions?
Search iTunes for:
ACCP-SEEKor
CHEST Journal