Convincing User to "Take your Medicine" - Go2Mkt Strategies for Mobile App Startups

Hi There, I'm hoping for a spirited discussion on strategies and tactics to develop a Go to Market plan for a mobile app that has to convince users to take consistent action because it is good for them. I tend to think of this as "taking your medicine" - for example when you have a cold. The user's attention is elsewhere (sick, thinking about all the work they have to make up), body is tired and miserable and seeks sleep in a comfortable bed... and here comes mama saying take this Tylenol (which you're not convinced will do much for you). Let's use a concrete example: Lumosity (Lumosity.com) Lumosity is a Brain Training app that helps people increase their cognitive performance by playing video games. Let us suppose the average user is a knowledge-worker (eg programmers, lawyers, middle-managers) who tend to have a full schedule, a solid workflow, and never enough time in the day. How would you go about devising your Go 2 Market?