Dr. Semler's Heart Perks
The Semler HeartPerks App had launched an initial proof-of-concept app, however they realized the app had two obstacles that needed to be addressed in order for the project to take traction:
The app was a simple Pedometer that did not offer anything else to generate user-interest and revenue; and
They were so focused on the cause that very little attention was put on the person they were trying to reach, without a clear brand position strategy.
After conducting in-depth research into the type of person that would download the app, we retooled the app by creating new features focused on adding value to the target consumer.
Additionally, we re-engineered and integrated the app to support both the Apple iOS platform along with Google Android users.
Parallel with the launch of the newly designed app, we crafted a clear message for those with a health concern that may be very personal and sensitive to the audience.
Less is More
By stripping away the diet and lifestyle facets of the strategy, and pairing cardiovascular disease exclusively with walking, our message became precise and provocative focusing on the tension between the overwhelming pandemic of heart disease and the disarmingly simple antidote of walking.
Could such a big problem have such a humble answer? Yes.
Just Walk. The single most important thing you can do for the health of your heart.
The American Journal of Preventive Medicine defines how simple it is to begin enjoying the health benefits of walking… “A useful starting point is to try and accumulate 1,000 steps in 10 minutes, before building up to 3,000 steps in 30 minutes.”
After all, every journey begins with a single step.
Encouragement & Pride
While it’s good to identify the optimal goal of 10,000 steps/day, it is ambitious for Semler’s audience. Therefore it makes sense to reward/celebrate each user for every level attained.