HCIC Logo 2019

Connect with Amazing People
in Healthcare and Digital Marketing

November 4-6, 2019
Orlando, FL

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Influencing App Adoption Through Content and Social Strategy

Date: Tuesday, November 5, 2019
Time: 10:15 AM - 11:15 AM

The Mayo Clinic app caters to existing patients and health consumers, with on-the-go access to medical records, test results, trusted health news and evidence-based actionable advice. The app is a valuable tool for users that also drives brand awareness and demand generation. With the goal of driving more downloads, a collaboration across teams was born in 2016. The mobile app team and Public Affairs partnered together to create a content marketing plan that led to a 45 percent increase in incremental downloads that year. This collaboration continues today, with 2018 content marketing efforts contributing to a 67 percent increase in app downloads.

Margaret Shepard, Communications Specialist
and
Alicia Bartz,
Health Knowledge Architect
Mayo Clinic