Skip to main content

How Healthcare Marketers are Using Mobile Apps


There's huge potential to evolve the healthcare industry by utilizing more appropriate information and communications technology (ICT), and mobile device applications are an excellent example of that upside opportunity.

However, the market for mobile-enabled healthcare has struggled to get gain momentum.

Held back by antiquated regulation, personal privacy issues and an apparent lack of mobile standards, industry players -- healthcare providers, pharmaceutical companies, insurers, governmental organizations and others -- have yet to find a clear and coordinated path towards that m-health bonanza.

“There have been experiments with mobile programs,” said Victoria Petrock, eMarketer research analyst and author of the new report entitled Mobile Healthcare Marketing: Prescriptions for Health and Wellness on the Go. But many efforts to market and deliver large-scale healthcare via mobile have, to date, been siloed and ineffectively measured.”

According to a global survey of mobile health developers and marketers by research2guidance, smartphones hold the key to mobile health business opportunities over the next several years -- followed closely by media tablets.

Adoption of both devices is rising quickly, making the applications (apps) landscape ready for m-health market development opportunities.

In yet another market study, the Pew Internet & American Life Project found that specific demographic groups were more apt to use m-health resources. More men than women used apps to track their health.

Black and Hispanic consumers -- those who lived in urban areas -- and adults ages 18 to 29 also showed higher-than-average use of the mobile web and apps for healthcare.

“Mobile is giving consumers the control to help them better manage chronic diseases,” said Petrock. “As they embrace mobile devices and platforms to find and share information and monitor bio-data, more consumers are taking charge of their personal health and wellness. This presents an opportunity for marketers to encourage healthier behaviors and personalize the delivery of healthcare information and services.”

Popular posts from this blog

Virtual Reality Market Set to Reach $100 Billion

Virtual Reality (VR) market growth is now finally coming to fruition. Thanks to current actions and market momentum, VR is approaching what can be considered critical mass. And, not a moment too soon. This growth momentum comes from new hardware and content releases, accelerating enterprise value recognition, and a significant metaverse wild card that could potentially lift adoption and usage. According to the latest worldwide market study by ABI Research, over 85 million VR Head Mounted Displays (HMDs) will be shipped in 2027 across consumer and enterprise segments, creating a $100 billion VR market that includes hardware, software, and services. Virtual Reality Market Development "Expectations have been high in VR for years, and even decades, without notable growth to show. That growth is finally coming over the next five years," said Eric Abbruzzese, research director at ABI Research . The barrier to entry is lower than ever, all while content performance and user experien

Human Resource Transformation Enabled by IT

Many senior executives are taking a proactive approach to digital business transformation in order to achieve their strategic goals. Delivering revenue growth and profitability is now imperative for every function, including Human Resources (HR). The top 3 priority HR technologies this year are skills management, learning experience platforms, and internal talent marketplaces, according to the latest worldwide market study by Gartner. "With a tumultuous global economy, HR technology leaders face a balancing act in 2023," said Sam Grinter, director at Gartner . "Leaders must anticipate greater levels of accountability and demand for measurable outcomes to justify new technology investments." HR Transformation Market Development Forty-four percent of HR leaders report driving better business outcomes is their number one strategic priority for HR technology transformation over the next three years. Growth in headcount and skills (26 percent) and cost optimization (17 p

How Savvy Pioneers Lead the Future of Work

Hybrid and fully remote work are inevitable in the Global Networked Economy where high-performance talent demands flexibility from employers. To enable these progressive work models, organizations are investing in a wide range of technologies to support more agile types of employment.  According to the latest worldwide market study by International Data Corporation (IDC), leading organizations will spend nearly $1 billion on the Future of Work (FoW) in 2023 -- that's an increase of 18.8 percent over 2022. Future of Work Market Development "Work models continue to evolve, but 37 percent of decision-makers in a recent global survey note that Remote and Hybrid work models will be an embedded part of accepted work practices, supported by a continued shift to the cloud, increasingly instrumented and interconnected physical workplaces, and intelligent digital workspaces," said Holly Muscolino, group vice president at IDC . According to the IDC assessment, organizations must mak