Breaking taboos to get personal with your users

August 24, 2018

 

B-wom knows what it takes to get our attention—and our trust. The e-health app designed from the ground up to empower women--giving them greater, personalized control over their health and allowing them to track their wellbeing—has gained recognition as an innovative startup and a top-rated app. Our host Peggy Anne Salz catches up with

Marta Ros Urrutia, Product and Growth Manager at B-wom, to discuss how the company uses compelling content, social media marketing, and data insights to make its app an essential part of users’ daily lives. This customer connection is paying dividends, allowing the app to pursue a subscription model, target new audiences and stay fresh, edgy and intimate.

Peggy: And we have now Marta Ros Urrutia, Product and Growth Manager at B-wom with us and Marta, great name by the way. Tell me about your app.

Marta: So our app is mainly detail coach for women and the idea come because we women go like with through different stages in our life. It's the period come for the first time, then you get pregnant, postpartum, menopause. And we know that this is somehow going to happen. Some of them for certain and some of them because you choose that it is part of your life. But we don't get prepared for it. So it's kind of prevention for those different stages. So the coach made an evaluation of the women asking different kind of questions so that she can prepare different careplans for every single woman. And she give different content in habits, exercises, knowledge in general.

Peggy: So very much like a, you know, personal health, advice, tips, everything I need because female health is different than male health. Absolutely. And, you know, not many female doctors out there. So this is a way to fill that gap. How are you progressing? Because you started your app, you released it two and a half years ago I understand mostly focusing on Spain, U.S., Latin America. How has it been?

Marta: Well, we have changed the app a lot. Like last year, we made several different tests in order to understand the needs of the user in terms of how do they consume the content that we give to them. So we gave them different possibilities of scheduling the session or giving them more guidance on how to do the exercises and we did that in different ways like changing the onboarding, changing from having a list of plans into codes that were guiding them like day by day, what to do. And finally, we have done like a brand new user experience in the app so that they can have this timeline where they have every single day fresh content for them. And they are like more organized to know what...they know better what to do.

Peggy: Okay. So it's multiple choice questions. I'm getting a tip of the day. I'm just describing your user journey. What else is there in the user journey that you can tell me about? You know, do I get it when I want it? I can sort of call it up. It's like my multiple choice personal assistant. How do I interact with it and is it on my terms or does the app sort of pop up and say, "Hey. Maybe you didn't think about taking your exercise yet." Or, you know, or doing whatever. How does that work?

Marta: So the first time you download the app you have the...like the big moment with the coach. So she goes through like a kind of a screening test in order to know more about you. And then depending on the user that you have, she will ask you again in order to know the evolution that you are having in your health, if you are doing the exercise or not and see what happens. And we don't have these like push notifications on...coming back and please do your exercise or please remember to...don't forget to do this or that. We don't have it yet.

Peggy: Okay. You're looking into that or do you think people wanna do it on their own?

Marta: We are, we are.

Peggy: You're looking into it?

Marta: Yeah.

Peggy: Because it's always helpful. It's that thing you forget. I know when thinking about my own life it's like, "Oh, did I do this today?" I mean, I forget to...you're supposed to look away and blink at your computer. I never do it and I'm wondering, "Wonder why my eyes are hurting." So there are, you know, apps that remind you to do that and that would be an idea here to remind people.

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Peggy: So Spain, U.S., Latin America. Primarily...so Spanish and English of course, but you have some insights into the different audiences. I know from reading data that Hispanics are absolutely a very engaged audience. I read that a lot that they love their apps. Americans, you know, class in their own of the way they want to use their apps. What kind of observations can you share?

Marta: So I think because our app is a kind of changing your daily habits, it's very difficult to engage the women because they need to like stop for 10 minutes and do certain exercises or get in form or whatever. So the lifestyle in both sides are completely different and we were thinking on like changing the way they can interact with the app because they're more commuting from a house to work and they spend more time in the car. So perhaps we need to...

Peggy: And on the couch probably as well. Like the TV thing, you know, Game of Thrones and a big bag of potato chips or something. That's...

Marta: Yeah. That's right.

Peggy: So you have to think about the lifestyle of the people. You know, they're in the car so how does that impact the interface? What are you thinking about making it possible that you can use the app more easily in the car or on the couch?

Marta: Yeah, or wherever because...

Peggy: Or wherever.

Marta: Yeah, because what we are going to do is like trying to gather more information about the women, trying to get data from other devices and understand what...how is their daily lives in order to adapt the app to them. So this is our like future.

Peggy: And of course, understanding their daily lives helps you in your user acquisition. How do you acquire users? What is actually your business model? I would imagine...what? Is this a freemium where I get some advice and later loads of it or how does that work?

Marta: So we have a freemium app. So they have...some of the content is for free but if you want to activate one of the health goals, you have to pay for that and we have a subscription model. They can try it for a month, like a month non-renewable subscription. Something like that we will say. And they can choose different type of subscriptions.

Peggy: And UA acquisition...I mean, is it paid, is it organic, a little bit of both? I can imagine if people use it and love it, then they're sharing it but how do you acquire your users?

Marta: A little bit of both, yeah.

Peggy: A little bit of both, okay.

Marta: We pay for acquisition. Facebook ads, Google AdWords, [inaudible 00:08:08] We do some influencers marketing and we are beginning an ambassadors program talking with different experts in different health areas and asking them if they are like in the same level of...like us, they have the same values.

Peggy: Yeah.

Marta: They can like share our app with their clients.

Peggy: So a little bit of that type of marketing. I mean, marketing is a big thing here because it is a personal app and if it's a personal app, you have to market it differently. And I have to say, I think this is awfully cool. Looking at the sticker you gave me that you're handing out as a way to promote the app, "An orgasm a day keeps the doctor away." May West quote. Really cool. Very smart. What else are you doing to sort of...I mean, that's an attention grabber. So what else are you doing to grab attention with your marketing?

Marta: So we go to a lot of events and we talk about the app and we have these kind of things like the...this message.

Peggy: Yeah.

Marta: Because what we are trying to do is like breaking all these taboos around intimate health.

Peggy: Yeah.

Marta: Like women don't talk about it, don't talk about it with their friends, don't talk about it with their partner or with their doctor which is amazing.

Peggy: Yeah.

Marta: So what we are trying to do with our communication is that. Breaking the taboos and that's why, on our social media we talk like very open about all the topics and this is mostly what we do.

Peggy: Well, Marta, it's been a very open conversation. I really enjoyed this. Wish you huge luck with your app. I'm gonna actually check it out myself being female and I just wanna see that. And the sticker is amazing. So we're talking about information. We're talking about sharing. Tell me, share with me how can we sort of keep up with the app, get the app, keep up with you. Maybe you...you know, you have an ambassadors program blog or maybe someone wants to get involved. So how do we keep up with everything at B-wom?

Marta: So we have different type of collaboration. One is the ambassador, the one that wants to talk about the app with other people and they are like our brand...real brand ambassador. We have people collaborating with content in two ways. They can write in the blog and the blog have visibility in two platforms. It's on our website but it also on the app because we personalized every blog post so that every blog post is stacked and only the blog posts that are valuable for the user are the ones that she is going to see on the app.

And the other way to collaborate is with health goals. Like if there's a professional in nutrition for example and they want to share with us different content for every type of women because their nutrition is not the same when you are going to arrive to menopause or when you are pregnant or after giving birth or whatever. Yeah, we have different collaborations with different professionals. For example, one of the professionals was about increasing pleasure during sex.

Peggy: Well, that's an open discussion and one that has to be had so I appreciate you being here.

And that's a wrap of today's show. Thanks for listening to this episode of Mobile Growth. And a quick reminder to visit mobilegrowthsummit.com for a complete listing of our upcoming events and don't forget to use the very special promo code MGSPODCAST30 for 30% off of your next order. And remember, no matter what kind of app or business you have, this is the destination for everything you need to move the needle on growth. So until next time, make it real, make it matter, and we'll talk to you soon.



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