APP MEANINGFUL USE:ACCP-SEEK CASE STUDY ON USER

WORKFLOWS AND APP INTERFACE

Stephen J. WelchSr. VP, Communications & Executive Editor, CHESTswelch@chestnet.org

@rocketsurgery99

Publishing App Expo, NYCDec, 2011

American College of Chest PhysiciansOrganization 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.

76 Years in Publishing

1935 Print

1999 Online

2009 Mobile

Overview

Why Apps, and Which Platform?

How We Adjusted the Interface to Address User Workflow

Where We Are Today

Lessons Learned

Rule #1: NO FEAR

Don’t be afraid to jump into the pool.

What’s the worst that can happen??

Rule #2: KEEP MOVING FORWARD

If you stop moving, one way or another, you’re dead meat.

Rule #3: LEAD, DON’T FOLLOW

Do you want to be the shark, or the little guys fighting for the scraps?

Why AppsAnd which platform?

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

Smartphones and Tablets Outpace Computer Sales

Which Platform to Choose?

Many devices / OS to choose from

• iPhone

• Android/Droid

• Blackberry

• Windows Mobile

• Others

iOS ramp up: Biff! Zap! Pow!

Consider your audience

Then along came this thing called an iPad…..

iPad then went on to sell 3 million units in 80 days!!

iPads RULE!

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 haveWhat they plan to buy in the next 12 months

Apple devices = 70% vs 30% others

Case 1: Select app-worthy contentACCP-SEEK

Granular formatRich imagesBuilt-in “actions”

ACCP-SEEKSelf-Education and

Evaluation of Knowledge

Use Case: Print WorkflowRead questionView figuresChoose answer (A, B, C, D)Turn to back of book for answer, discussionList of journal, book references for further study• Had to go boot up computer and look online or

find hard copies at the library!

Transition to App Workflow

Make it interactiveMake it funMake it usefulNot just a “reader app”

Develop interface and functionality

Maximize the User Experience

This product is used by people who are studying for the Board ExamsWhat 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

Provide Enhanced FunctionalityTouch screen interactivity

Provide Enhanced FunctionalityFigures• Scroll through consecutive figures• Perfect for reviewing serial radiology• Pinch and zoom allows view of fine detail

Provide Enhanced FunctionalityTaking notes• Text notes• Record audio notes• Highlight text and mark favorite questions

Provide Enhanced FunctionalityImmediately check data against normal ranges for laboratory values or other patient characteristics

Provide Enhanced FunctionalityReferences link to Medline via in-app view or via device browser

Provide Enhanced FunctionalityMultiple taxonomies for study areas• Overall keyword index• Board review topics list• ACCP education curriculum

Keep track of right and wrong answers

Special challengesQ: 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

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.

Monetization OpportunitiesDownload 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

How Has Our App Done?

“Graphically stunning! Simple to use, great research tools within the app, the user of Apple web browser is just brilliant for references. The ability to record voice notes adds something the printed version could never have. Definitively thumbs up!”

Since Oct 2009: • 24,000 downloads

• Global reach in iTunes

• Revenue positive

• Reviewed on iMedicalApps.com

• Contributed to ACCP reputation as an innovator

How Has Our App Done?

Lessons LearnedA brief rundown before your important questions

App development 101Approach development strategically (in-house vsoutsourced)

Know your target audience (and their devices)

Allocate time for testing (and re-testing and more testing)

Price with caution, apps are expected to be cheap

Market heavily and educate your users

Prioritize download and performance speeds

Plan to incorporate usage statistics

Prepare to respond to users (and new devices) with updates

CARDINAL RULE:BE FLEXIBLE

App development 101Apps 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

Thank you!…Questions?

Search iTunes for:

ACCP-SEEKor

CHEST Journal