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| Empirical references | CMO configuration |
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| (1) The impact of the Alles Clara app on family caregivers |
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| The Alles Clara app has various characteristics that aim to “convey a good feeling” (S02). For example, the design, the language, and the color scheme are adapted to the target group. “Written language in Alles Clara should convey feelings” (S03); “emotions are conveyed through the visual design of the app” (S03) | If the design, language, color scheme, and functionality in the Alles Clara app are aligned with the target audience (C), then people seeking advice will register in the app (O) because they feel comfortable (M) |
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| “I think what makes Alles Clara different, from my point of view, is that it is so easy” (AC04). The accessibility and “low-threshold” (S03) of the digital offer are also mechanisms that can lead to this effect. The Alles Clara app is a “free offer (S03)” that is available to family caregivers regardless of time and place. “So now they don’t have to travel in and come to my practice. So that probably also works, it’s an app, on the subway or when you have time because the relative being cared for is sleeping” (AC02) | If the app has familiar functionality, is barrier-free and of low-threshold, free of charge, and accessible regardless of location and time (C), then people seeking advice will register in the app (O) because they have a low access threshold (M) |
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| Alles Clara can “reach people who are not necessarily aware that they are carers” (S03). Thus, Alles Clara does not talk about carers but about people seeking advice. In Alles Clara, people are not given a label they possibly do not identify with | If those seeking advice in Alles Clara do not receive a label (C), then they register in the app (O) because they feel addressed (M) |
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| The “data protection concept is communicated in an empathetic way” (S03). The family caregivers feel safe to use Alles Clara. “The interface is very professional; renowned brands are behind it” (S06,). In addition, the anonymity of the people in the virtual space is another factor that contributes to the feeling of safety and the family caregivers can “decide on the degree of anonymity themselves” (S05) | If anonymity and a high level of data protection are given (C), then people seeking advice register in the app (O) because they feel safe (M) |
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| After registration, the family caregivers have the Alles Clara app, and thus the possibility to get in touch with professional counselors, in their “pocket.” “I am not alone in such a situation” (AC04). They have the possibility to reach to a contact person at all times and know “that someone is there to listen to me, who may not be able to offer the super great solution, but just knowing that there is someone on the other side who understands my grief or my worries and who might say two or three words about it, and that is already relieving” (AC05) | If those seeking advice have the Alles Clara app in their pocket (C), family caregivers don’t feel alone (O) because counselors are always reachable, and they feel that someone is there for them/they have a contact person (M) |
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