The 3 Features Your Mobile App Needs to Drive Adoption

September 12, 2022 |
Becky Imbimbo
 | Marketing Consultant & Client Success

Which mobile apps do you use every day? Whether you’re making trades with Robinhood, running virtual meetings with Zoom or listening to playlists on Spotify, you tap on your favorite mobile apps regularly because they include features that make your work or home life easier and better.

If you look back on it, you’ll notice that the mobile apps you love today look radically different than when you first downloaded them. The reason: A concept called product adoption. It’s the art of enticing people to learn about your mobile app and start using it regularly.

When it comes to digital health mobile apps, driving product adoption means adding new integrations and features that can help you increase downloads and drive engagement. This helps a healthcare organization’s mobile app evolve from the in-the-visit functionality of MyChart or other EHR patient portals to a comprehensive, mobile-first Digital Front Door journey that inspires every aspect of a consumer’s care journey.

Let’s look at 3 features to try that help drive mobile app adoption for clients who use the Gemini Digital Front Door powered by the DeliverHealth platform:

 

Driving Mobile App Adoption: 3 Features to Try

1. Health Risk Assessments (HRAs)

HRAs are excellent product adoption tools because they bring concrete benefits to users across the board.

HRAs are brief quizzes that help patient consumers learn more about a specific health concern. Once a consumer completes an HRA, they get a score and specific action steps they can take to improve their overall health and well-being.

For example, people who take a Breast Cancer HRA and receive a low-risk (good) score may receive additional resources they can use to learn more about prevention strategies. A person

with a moderate score may get an invite to a free educational event. A person with a high score may get direct encouragement to get their mammogram today.

High-quality HRAs from companies like Medicom Health and HealthAware are popular features on many healthcare organization’s websites, and the potential reach of HRAs multiplies once they’re on mobile. We’ve seen clients drive 2X HRA completion rates by integrating them into their Digital Front Door mobile app. That means these organizations are driving mobile app adoption while also helping more people live healthier.

 

2. Online Appointment Scheduling Conversion Tools

The era of easy online scheduling has arrived. According to a survey of 200 providers conducted earlier this year by Kyruus, two-thirds say consumers can schedule appointments with them through their healthcare organization’s public-facing website. That’s a huge increase from 2019, when two-thirds said online scheduling was not available.

You can take maximum advantage of this trend by integrating your Find a Doctor or other online scheduling tools into your Digital Front Door mobile app. Doing so will bring added convenience to patients and providers. Even better, it will you an advanced level of analytics you can use to drive adoption of your Digital Front Door solution and even track downstream revenue.

Analytics available through the DeliverHealth platform let you measure conversion rate, a metric that tells you how often your mobile app users complete a specific transaction. In this case, that transaction is requesting or scheduling an appointment. We’ve seen clients achieve a 30% conversion rate from search to tapping on the Request an Appointment or Schedule an Appointment button within their Digital Front Door.

For these reasons, we always recommend making Find a Provider a part of your initial go-to-market Digital Front Door. If your organization already provides online scheduling, we can work to get it integrated for you at go-live. If you’re not yet doing online scheduling, we can collaborate with you on an adoption plan for that functionality.

 

3. Health Education Content

When it comes to staying healthy, patient consumers are hungry for information. That’s why most healthcare organizations invest heavily in educational content designed to help improve both individual and population health outcomes.

But a major pain point healthcare marketers face is driving traffic to their blog posts. With social media channels highly favoring paid content over organic content, it’s become even harder to get patient consumers to find the information they need on your website.

By integrating your blog posts and other educational content into your Digital Front Door, you’ll give your patient consumers a clear path to find the information they need. As you better

measure which content truly resonates with your patient consumers, you can then build out additional relevant blogs and boost adoption of your mobile app.

Baptist Health in Kentucky and Indiana has seen many benefits from integrating blog content into the home screen on their MyHealth Digital Front Door. “We can reorder that content without an app update, which I appreciate greatly,” says Lauren Schulz, Digital Access Strategy Manager for Baptist Health.

 

Bonus tip: Omnichannel Communication Tools

Creating a modern patient journey means giving your patient consumers answers to their most pressing questions quickly. To accomplish this, we’re seeing leading healthcare organizations also embed omnichannel communication tools into their Digital Front Door mobile apps.

Digital health solutions like AI-powered virtual assistants, live chat, and live agents can connect patients to the most appropriate services, make pre-appointment paperwork easier to complete, and distribute essential information that protects patients’ health.

 

Drive Mobile App Adoption Through Integration

The more features you can integrate into your Digital Front Door that will resonate with your patient consumers, the better you’ll drive mobile adoption. The DeliverHealth Digital Front Door is the most integrated patient experience platform in healthcare, with embedded EHR functionality and 30+ out-of-the-box integrations to help you connect every digital interaction across the patient journey.

Once you choose the DeliverHealth platform, our Production Promotion Strategy and Adoption team is here to support you as you expand your Digital Front Door’s functionality and grow its user base.

 

Want to learn more? This blog post offers nine tips for Digital Front Door success from our friends at Baptist Health in Kentucky and Indiana. And if you want to speak with us about launching your own Digital Front Door and driving mobile app adoption, let’s talk.