Deployment and maintenance – How can the app reach its audience ?


Deployment refers to the process of launching a digital health product to its intended users. This could involve making a website live, publishing an app to app stores, or distributing registration invitations for exclusive or restricted access platforms. For digital health products, deployment typically includes rigorous testing to ensure compliance with healthcare regulations, such as HIPAA or GDPR, and the integration of third-party services like wearable health data syncing or payment processing. Additionally, careful planning is required to ensure smooth data migration, especially if transitioning from a beta phase or clinical trial to a full user rollout. Ensuring the app or platform is available and functioning at scale is crucial to a successful launch. 

Ongoing maintenance

Maintenance is an ongoing process that involves keeping a digital health product functional, secure, and up-to-date. This includes monitoring web servers, updating the app to fix bugs, and implementing new features or security patches.

Given the sensitive nature of health data, maintaining compliance with data protection laws (such as HIPAA, GDPR, and others) is a key aspect of maintenance. Regular updates are also necessary to keep the app compatible with new mobile OS versions, integration with third-party APIs, and to address user feedback. Without continuous maintenance, the app or platform is vulnerable to performance issues, security breaches, and user dissatisfaction. 

For digital health products, developers should allocate approximately 20% of the initial development cost per year for ongoing maintenance, although the exact cost can vary depending on the complexity of the app, the number of integrations, and the need for regulatory compliance. It's essential to consider these ongoing expenses early in the development process to ensure long-term product viability and security. 

Commercialisation

 Successful commercialisation in the oversaturated app-market is difficult. The majority of apps generate no or insufficient profit and are not viable long-term. Improving the chance of commercial success requires correct product positioning as well as a marketing strategy. Commercial software developers as well as the King's College London Intellectual Property and Licensing Team will be able to advise on efficient commercialisation.  

Go-to-Market Strategy 

  • Define target customers (hospitals, insurers, providers, consumers, pharma).
  • Determine reimbursement pathways (private insurance, Medicare, out-of-pocket models).
  • Develop a sales and marketing plan.

Integration & Adoption Challenges 

  • Partner with hospitals, telehealth providers, and insurers.
  • Train healthcare professionals on using the platform.
  • Address resistance to change and prove ROI (Return on Investment).

Scaling & Continuous Improvement 

  • Monitor performance, collect user feedback.
  • Address security vulnerabilities and software updates.
  • Expand market reach through developing new partnerships and internationalising