New Product Launch: “Circle” App

Circle app on iPhone

Goal:
Create patient and consumer excitement around Circle app to elevate brand preference for women’s services in our markets. This mobile health app delivers useful content to a family’s chief medical officer — mom.

This mobile health app delivers useful content to a family’s chief medical officer — mom. Providence introduced Circle as a tool for expectant and new mothers, with clinically approved answers to FAQs about pregnancy and newborns, customized to-do lists and access to local and online resources. Circle’s content has been expanded to cover children up to 18 and will soon span the spectrum of women’s health.

Objectives:
Secure 1,500 active users in year one. Increase to 5,000 in year two.

Strategies:
Deploy targeted digital tactics; utilize influential voices in social media (mom bloggers); focus messaging on unparalleled experience and options (connection to medical records);  heavily cross promote with complementary products and services.

Results:
As of November 2016, we have more than 2,000 active users, engaging with the app 1.6X per week.

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