How would you market a digital health service?

11/29/22, 7:55 PM HIMSS Case Study - Approaches To Marketing Digital Health Solutions: XLST Digital and Connected Health (TUESDAY) Fall 2022

https://sju.instructure.com/courses/32739/pages/himss-case-study-approaches-to-marketing-digital-health-solutions?module_item_id=1192870 1/2

HIMSS Case Study - Approaches To Marketing Digital Health Solutions Before you can begin marketing a mobile application- and hopefully this course has served to provide a background in a number of these areas-there needs to be a strategic plan for marketing and application. The article by HIMSS begins to lay out an important framework for successfully marketing connected health services. In the case study by HIMSS I want you to focus on the areas of organizational delivery and implementation. Before beginning the delivery of a digital health service, every organization should evaluate six key areas. These areas of interest include pre-Launch, pilot, launch, marketing and communications planning, support, and measurement.

Pre-Launch - During pre-launch organizations should clearly identify a target audience, this includes an approach to recruiting patients are participants, and incorporating and user needs and suggestions from the development phase onwards. Consideration should also be given to how simple tasks such as downloading applications telephone will occur. For example an organizations may wish to dedicate an FTE to assist with their populations accessing various components of the technology. Critical assessment of the pre-launch phase should also include the types of operating systems, or overall access to various platforms. For example an organization might send a remote patient monitoring kit to an individual, while the platform may or may not be purchased by the end user. In addition to or in the pre-launch efforts, organizations should also fully assess the needs for both applications from a software life cycle and end-user support during delivery were scaling of the service. There will be a need to update and evolve services as time passes.

Pilot - During the pilot phase organizations should test various services or products offerings amongst a small collection of individuals.This allows for early identification of issues of a project and helps with the effort to scale a service. Organization should also incorporate feedback from both end users and individuals who will be supporting a service or platform (employees). The pilot phase is also a good time to quickly assess any support plan or identify additional resources needed.

Launch - During the launch phase Number of key decisions need to be made. This includes approaches like delivering an app to the marketplace. For example, if an external developer is Thomas with the creation of a mobile application will the application appear in the marketplace under the name of the developer. It is also important to note that organizations will meet you at Stabley should develop her accounts with various market places.

Marketing and Communications Plan - With regards to creating a marketing plan, organizations should think about both internal and external facing outlets. Teams developing digital health solutions should consider the applicability of marketing internally vs. externally. This includes potentially purchasing advertising via traditional outlets, the development of social media campaigns, or even paid public relations to highlight outcomes/measurements (discussed later).

Support - Organizations should clearly define the level and type of support they will provide to both patients and employees alike This includes support for IT, Medical Support/clinical support, and the incorporation of General Health and Wellness or patient generated health data.

Measurement - Clear goals an objectives should be created with measurable goals or outcomes. Care should be given to appropriately address areas of concern or steps should be in place to evaluate deficiencies.

In our final article titled Health and Fitness Apps Promotional Methods: Catching the Wave of New Years Resolutions we begin to see the potential impacts of both seasonal variation and the potential

11/29/22, 7:55 PM HIMSS Case Study - Approaches To Marketing Digital Health Solutions: XLST Digital and Connected Health (TUESDAY) Fall 2022

https://sju.instructure.com/courses/32739/pages/himss-case-study-approaches-to-marketing-digital-health-solutions?module_item_id=1192870 2/2

to further commercialize digital health offerings. For example, consider marketing health and wellness types of applications during the January time frame. Other more specific types of interventions may benefit from the various "awareness" months during the year. Other key areas include keeping content up to date to feed marketing efforts and derivative revenue from marketing services. While not the entire focus of the course, you should be aware of issues surrounding the privacy and security of an end users information if the information collected by the digital health service is used in the delivery of clinical services.