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.
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