Sure, you can build an app for that, but will your patients care?

It's clear that mobile engagement is a major topic in healthcare these days. But will offering a mobile app really improve your patient's experience? 

Well, if you do it right, your mobile app can be highly effective at connecting your patients to relevant health information and appropriate resources. Done poorly, and you've wasted time and money building a smartphone app that no one will use.

The key is relevancy. 

Effective Mobile Apps are Relevant

Mobile apps have become a national obsession--Apple alone touts over 10 billion app downloads.

But, according to The Pew Internet Project, downloading apps and using apps are not synonymous. In fact, only two-thirds of users who download an app actually end up using that software. 

What this means is that, even if you are successful in cutting through the noise of 400,000+ smartphone apps, there's still a chance your app will be ignored after it's downloaded. Without compelling content, your app has little-to-no chance in facilitating meaningful mobile engagement. 

Relevant Mobile Apps are Personal

How do you build an app that will keep consumers engaged?

This may seem like common sense, but what you need to do is make sure your mobile app is focused on providing information that relates to your patient's unique situation and personal needs.

A personalized experience results when appropriate information is provided at the exact time it is needed to make a decision. This information can range from providing guidance on where to seek care, reviewing test results, checking on a claim's status, to any number of other things. 

But is this type of information enough to ensure ongoing use of your app?

No.

Personal Experiences Involve Escalation

The next step in providing a relevant and personal experience involves escalating consumers to the next appropriate resource and/or professional based on the information you've provided.

In instances where your mobile app is providing health information, the appropriate escalation might be to connect them to a clinician to evaluate their symptoms in more detail. In another example, the appropriate escalation might be to find and schedule a visit with primary care or a specialist. The beauty of a smartphone app is that this can be accomplished in a single click (or screen touch).

Whatever information you offer consumers, it's critical to provide them with the means to take appropriate action. Only then will you be in a position to effect true mobile engagement.  

Escalation Drives Mobile App Adoption

Your mobile app won't be able to manage every aspect of a consumer's health and wellbeing. But what it can (and should) do is serve as the jumping off point to your care team.

And that's what will get your consumers to utilize your mobile health app. Anyone can offer health information, but providing a tool that puts that information into context by guiding users to the next appropriate healthcare resource will foster continuous mobile patient engagement. 

That's the type of mobile health app you're creating, right?