The brief: Create an app for varicose vein patients to drive referrals to qualified physicians.
One-year development of MVP app product and web-based back-office user administrative portals. Six months campaign build with a six-month 10-city pilot campaign using A/B testing in each market.
4-months into pilot the return wasn’t there. Patients were finding the app OK – by the tens of thousands – they were even downloading the app by the thousands in each market, but they were completing the queries by the tens – not far below break-even of just 100 referrals in each city, but far enough below to cancel the program.
Ahead of its time? It was certainly early ‘app’ days. Bad UI? Or, some other glitch never discovered? I’m still proud of the project: the strategy was sound if untried, the execution was very good (we even made it through RA unbowed), and the work was really excellent.