This episode of Fractal Marketing with Gerard Doyle is called “How to launch a product with a latent need” with Maree Beare, the CEO and Founder of consumer health app Wanngi. Maree explains that Wanngi functions like a digital wallet and that its primary use is to manage difficult-to-access health records.
Maree also shares the marketing journey of Wanngi and the obstacles of brand awareness for a product for a latent need. However, she shares their great success with blog content and the value of being recognized by Forbes and CNET in their quest to go global and penetrate the US market.
17:43 “The government has announced a grant for researching into the impacts of the bushfire smoke, not only bushfire smoke but people’s mental situation after the bushfires. So we propose that people could use our app and monitor their symptoms then track what’s happening to them over that period of time and share that information.”
19:56 “We are placing a focus on the US. They have a significant problem. It’s worse than in Australia. They don’t have essential government record as an option, which we do. They don’t really have a medicare that’s like our public system.”
26:13 “Instead of bringing your folder with you, you’re going to start accumulating this information electronically, safely, in a secure place in cloud so that no matter where you are, you can show this to the doctor, no matter where you are. And in whatever language.”
33:52 “One of the problems is that it’s actually very difficult to get a hold of your health records and your medical documents in the US. And in Australia, by the way, you don’t seem to have ownership on often very easily or you may have to pay for them. So we’ve written some articles on how to do this.”
36:41 “If I could go back in time, I would think that we could have acted sooner to start understanding the market straight after that because a week from launching, the government decided it was too early and they closed the mobile API gateway down.”
02:24 Introduction to Wanngi
12:45 Caregivers as a potential app user pool
19:23 Going global & using Wanngi overseas
28:25 Marketing Wanngi & creating content
35:34 Maree’s advice & working with the government