The Bureaucracy Wall: Designing Acquisition for a Prescribed Healthcare App

This talk will dive into the world of DiGAs (Digitale Gesundheitsanwendungen) - healthcare apps that are prescribed by doctors and regulated by the German government.

As a senior designer owning the acquisition funnel at Oviva, Marjo has seen how bumpy the ride from awareness to app usage can be, when the hurdles include doctor’s offices, insurances and even fax machines. We don’t just design to optimize clicks, we design to facilitate access to medical treatment. Our app doesn’t have a paywall, it has a bureaucracy wall.

What works in traditional consumer technology and in leading Silicon Valley playbooks simply doesn’t work for European healthcare that needs to comply with GDPR, European Accessibility Act, and the often-vague requirements of governing bodies.

Join to learn the design strategies that have been successful, and some that haven’t. This is especially relevant for other designers working in acquisition, to shift the role from marketing optimization to a more human-centered lens.