Taking the Leap Introducing a Mobile App for the Private Medical Practice: The Case of Six Gynecologists in Germany
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Abstract
Background: Physicians in private practice have started to offer branded mobile apps, albeit cautiously, to connect with existing and potential patients. These specific mobile practice apps are primarily designed to provide practice-relevant information and facilitate appointment requests while offering additional services such as navigation tools and reminder functions. There is currently little information available as to the motivations and promotion activities behind these apps, or their perceived effects on a physician’s practice. Also, the download performance of this particular kind of app is virtually unknown.
Objective: The purposes of this case study were: (1) to explore the motivations of physicians in private practice employing a mobile practice app in their communication efforts; (2) to understand the perceived effect of the mobile practice app on the medical practice; (3) to analyze the physicians’ promotional tactics for their mobile practice apps; and (4) to determine the download characteristics of these apps over an extended period of time.
Methods: Data for this exploratory study was gathered through questionnaires and semi-structured interviews with six gynecologists in private practice in Germany who launched mobile practice apps optimized for the iPhone between December 2011 and January 2013. The actual download data for each individual app was obtained from the developer and analyzed from the launch date through the end of December 2013.
Results: Key motivating factors shared by all physicians included the desire to react to the increased use of mobile phones by patients, to enhance the communication process with existing or potential patients, and to differentiate the practice from competitors. Another important driver was the desire to secure a brand name of the app that included the name of the medical practice’s city (e.g. “Gynecologist City X”). The physicians had different approaches to promoting the free app, including personally informing their patients, providing links on their practice webpages, QR codes on printed material and announcements on social network sites. The six apps registered a combined total of 6,644 downloads in the observation period, with average downloads per app ranging from 17 to 120 per month, generally spiking during the first month of launch. Approximately 10% of all downloads came from countries outside Germany, including China, India and the United States. The physicians’ perceptions of the effect of the mobile apps were mixed. A majority reported an increase in the number of appointment requests sent via email, positive feedback from patients and an improvement of the practice’s image. However, the mobile app did not have a perceived effect on reducing wait times, heightening interest in additional services, or increasing number of new patients.
Conclusions: The findings of this study provide the first insights into issues related to branded mobile practice apps for physicians in private practice in Germany. Further research should assess the patient side of the equation, focusing on desired functionality, usage behavior and impact on perception of the quality of the medical practice.
Keywords: mobile apps; mobile practice apps; physician-patient communication; physician in private practice
Objective: The purposes of this case study were: (1) to explore the motivations of physicians in private practice employing a mobile practice app in their communication efforts; (2) to understand the perceived effect of the mobile practice app on the medical practice; (3) to analyze the physicians’ promotional tactics for their mobile practice apps; and (4) to determine the download characteristics of these apps over an extended period of time.
Methods: Data for this exploratory study was gathered through questionnaires and semi-structured interviews with six gynecologists in private practice in Germany who launched mobile practice apps optimized for the iPhone between December 2011 and January 2013. The actual download data for each individual app was obtained from the developer and analyzed from the launch date through the end of December 2013.
Results: Key motivating factors shared by all physicians included the desire to react to the increased use of mobile phones by patients, to enhance the communication process with existing or potential patients, and to differentiate the practice from competitors. Another important driver was the desire to secure a brand name of the app that included the name of the medical practice’s city (e.g. “Gynecologist City X”). The physicians had different approaches to promoting the free app, including personally informing their patients, providing links on their practice webpages, QR codes on printed material and announcements on social network sites. The six apps registered a combined total of 6,644 downloads in the observation period, with average downloads per app ranging from 17 to 120 per month, generally spiking during the first month of launch. Approximately 10% of all downloads came from countries outside Germany, including China, India and the United States. The physicians’ perceptions of the effect of the mobile apps were mixed. A majority reported an increase in the number of appointment requests sent via email, positive feedback from patients and an improvement of the practice’s image. However, the mobile app did not have a perceived effect on reducing wait times, heightening interest in additional services, or increasing number of new patients.
Conclusions: The findings of this study provide the first insights into issues related to branded mobile practice apps for physicians in private practice in Germany. Further research should assess the patient side of the equation, focusing on desired functionality, usage behavior and impact on perception of the quality of the medical practice.
Keywords: mobile apps; mobile practice apps; physician-patient communication; physician in private practice
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