The Rx/Dx mHealth Conundrum

The Rx/Dx mHealth Conundrum

No doubt that this is the year for mHealth and Apps in the Rx/Dx industry just as Social Media was the topic du jour in 2008. While the twittersphere still gnashes its collective teeth about social media, it seems that people are moving on to mHealth. Why? I think there are many reasons, but chief among them is that people can get their head around mHealth more easily and can see a direct linkage to product and therefore sales.

However, mHealth and Apps in my opinion is infinitely more complex to develop strategy against and deliver effectively in the Rx/Dx industry. There are countless Apps out there and as much research out there to quantify the countless Apps in the Health and Wellness landscape.

The question that has to be addressed is:

  • How will you stand out against a sea of sameness? 
  • Is your strategy and App differentiated? 
  • How will an App attract, acquire or retain new or existing customers? 
  • Is it marketing, education focused or potentially regulated? 
  • And how will you deliver, manage and maintain?

The deliver question is loaded because it gets to a very complex topic that is not well understood or appreciated in Rx/Dx companies...Customer Experience.

Well known Customer Experience expert Mark Hurst from Good Experience had this to say in a post and it resonated strongly with me.

To succeed today, with a mobile app or otherwise, you've got to be obsessed with what your customers go through. Call it the user experience, the customer experience, the ideation-info-architectural-construct, whatever: it's that delight-or-plight of your users that you must obsess over. 
Sure, you could outsource it to someone else - on the team, or outside. But it won't work. You can't outsource obsession. If the very future of your company depends on delivering a good experience, then you have to care about it as much as - no, more than - anyone else on the team.

That sums up the worst fear that I have about mobile and mHealth today. User Experience is scarcely understood in Rx/Dx companies from the product to the Web. The customer expectation is set by others such as what are you going to do to delight? If you can't answer that question effectively, do not release an App until you can. 

This may be the only time that NOT doing something may be considered strategic while you shore up your User Experience and Obsession capabilities. 

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