TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
Stephen Welch
1. APP MEANINGFUL USE:
ACCP-SEEK CASE STUDY ON USER
WORKFLOWS AND APP INTERFACE
Stephen J. Welch
Sr.VP, Communications &
Executive Editor, CHEST
swelch@chestnet.org
@rocketsurgery99
Publishing App Expo, NYC
Dec, 2011
2. American College of Chest Physicians
Organization 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.
3. 76 Years in Publishing
1935 1999
Print Online
2009
Mobile
4. Overview
Why Apps, and
Which Platform?
How We Adjusted
the Interface to
Address User
Workflow
Where We Are Today
Lessons Learned
5. Rule #1: NO FEAR
Don’t be afraid to jump into the pool.
What’s the worst that can happen??
6. Rule #2: KEEP MOVING FORWARD
If you stop moving, one way or another, you’re dead meat.
7. Rule #3: LEAD, DON’T FOLLOW
Do you want to be the shark, or the little guys fighting for
the scraps?
9. 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
17. 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 have
What they plan to buy in the next 12 months
Apple devices = 70% vs 30% others
18. Case 1: Select app-worthy content
ACCP-SEEK
Granular format
Rich images
Built-in “actions”
ACCP-SEEK
Self-Education and
Evaluation of
Knowledge
19. Use Case: Print Workflow
Read question
View figures
Choose answer (A, B, C, D)
Turn to back of book for answer, discussion
List of journal, book references for further
study
• Had to go boot up computer and look online or
find hard copies at the library!
20. Transition to App Workflow
Make it interactive
Make it fun
Make it useful
Not just a “reader app”
22. Maximize the User Experience
This product is used by people who are
studying for the Board Exams
What 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
24. Provide Enhanced Functionality
Figures
• Scroll through consecutive figures
• Perfect for reviewing serial radiology
• Pinch and zoom allows view of fine detail
25. Provide Enhanced Functionality
Taking notes
• Text notes
• Record audio notes
• Highlight text and mark favorite questions
26. Provide Enhanced Functionality
Immediately check data against normal ranges
for laboratory values or other patient
characteristics
28. Provide Enhanced Functionality
Multiple taxonomies for
study areas
• Overall keyword index
• Board review topics list
• ACCP education curriculum
Keep track of right and
wrong answers
29. Special challenges
Q: 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
30. 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.
31. Monetization Opportunities
Download 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
32. How Has Our App Done?
Since Oct 2009:
“Graphically stunning! Simple to
• 24,000 downloads use, great research tools within
• Global reach in iTunes the app, the user of Apple web
browser is just brilliant for
• Revenue positive references.The ability to record
voice notes adds something the
• Reviewed on printed version could never have.
iMedicalApps.com Definitively thumbs up!”
• Contributed to ACCP
reputation as an
innovator
35. App development 101
Approach development Market heavily and
strategically (in-house vs educate your users
outsourced)
Prioritize download and
Know your target performance speeds
audience (and their
Plan to incorporate
devices)
usage statistics
Allocate time for testing
Prepare to respond to
(and re-testing and more
users (and new devices)
testing)
with updates
Price with caution, apps
are expected to be CARDINAL RULE:
cheap BE FLEXIBLE
36. App development 101
Apps 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
