The ease of use, it's ability to be customized according to your needs. It can also be used for other purposes as well! I didn't like how you have to install an app before using it. You would think they'd make this process easier or at least give us some information about what we need to do in order to utilize their product fully. We needed something where our staff could write down all meds they took during the day without having to pull out their phones. This was easy enough to implement into our system and has helped our office tremendously. I love how it's easy to use, but there are some things i would like to see changed. It could be more user friendly for those who do not have experience using this kind of program. Also, if you're looking at other programs, make sure they all offer what titanium does! You won't regret your purchase. This has helped me keep track of my appointments and medications. There aren't many programs out there that can help you remember everything so easily.