Role: Digital Marketer Apps
Company: Haymarket Media
Brand: MPR app
About: Medical Professional Reference is a mobile tool aimed at helping healthcare professionals improve patient outcomes. The various tools of the app allow HCP’s included physicians, specialists and pharmacists have confidence at the point of care.
Backgound: Until July 2021 The MPR app was offered as free service to by Haymarket Medical Network. I was brought in to help that app transition to a paid premium service and new revenue stream for HMN.
Challenge: A large challenge for the MPR app was that the app had existed for free and much of the content available within the app was also available on the MPR website with no subscription gate. To combat the first challenge I focused completely on finding a new audience for the app instead of solely relying on the existing users who were unhappy with the changes. As a messaging solution for the issue of the MPR app tools being available online for free, messaging focused on the ability to use the app in spaces without internet data which can be common in clinical spaces.
Another challenging aspect for the app were the multiple direct competitors in the space. I worked on setting that app apart in our messaging and using Apple Search Ads and Google App Ads to bid against competitors and similar apps.
Results: During my time at Haymarket Media the MPR app garnered nearly 400 thousand dollars in net revenue and over 170 thousand downloads.
Target: Healthcare professionals including primary care physicians, nurses and medical students in the U.S.
Primary Marketing Channels: Email, App Store Marketing, Linkedin and Facebook.
Methods
Through targeted email, banner and social media campaigns I was able to successfully target our highly specialized healthcare professional audience, raise awareness of the app and convert free trial downloads to paid app users with a resubscription rate of over 75%.
Email Advertising
Multiple weekly emails focused on various features of the app and how it could assist the particular audience that the email was targeted to.
Regular promotional emails featuring promo codes and discounts on pricing and trial periods.
App update emails featuring news on the latest developments and changes within the app.
Reengagement emails sent to users who had started a trial but had not converted or users who did not review after their one year subscription.
App Store Marketing
By far the largest driver of app downloads, new users, and conversions was paid search ads through Apple Seach ads and Google Search Ads console. Apple Search Ads allowed me to target our primary target of healthcare professionals by bidding on keywords pertaining to competitors, medical topics, and smart search terms.
App Store Optimization was also key in bringing an interested audience to the MPR app. By regularly updating the app store listing descriptions, keywords and images I was able to organically grow the reach of the MPR app in app store searches.
In 2022 I received certification in both Apple Search Ads and Google App Ads.
Organic Social Media
Our professional audience was most engaged on Linkedin. I would regularly share news and updates on the app and direct users to content within the app.
Paid Social Media
App Ad campaigns on X/Twitter, and Meta (Instagram, Facebook) as well as general display campaigns across these platforms as well as Linkedin and Reddit.
Banner and Print Ads
We regularly promoted the MPR app in the print edition of MPR as well as other medical journals under the Haymarket Media umbrella.