No one could have predicted that the breakout mobile app of the summer would be a game where a cartoon Kim Kardashian guides users on a quest for virtual stardom, complete with photoshoots, Twitter wars, and questionable strategic dating.
And yet, Glu Mobile's Kim Kardashian: Hollywood does just that, and is raking it in—the game is projected to gross $200 million in its first year and is already one of the top five downloaded apps on iTunes.
While I've heard several arguments against the game for perpetuating the controversial Kardashian franchise, it's a compelling case study from a business perspective. The app's developers identified an opportunity in the market, created a product to fill that gap, and it took off.
The strategy sounds simple enough (an app SWOT analysis, if you will) but, when it comes to hospital and health system-created applications, marketers often skip the step of identifying what patient needs a mobile app can fill, choosing instead to focus on creating whatever app is currently in-vogue.
But this summer, three hospitals have announced consumer-facing mobile apps that are on track to actually improve the patient experience.
NewYork-Presbyterian Hospital's Innovation Center
New York-Presbyterian Hospital is furthering its effort to work with local tech companies to create patient-centered application by opening an Innovation Center at Blueprint Health, a New York City-based co-working space for health tech startups.