Healthcare Marketing Goes App
The number of mHealth Apps has nearly doubled since 2015, 200 new apps are added daily to top app stores. Those are the stats, now what do they mean >> https://t.co/nb6gSx3Mba #FH17 pic.twitter.com/LaHa9JnGcJ
— Murray Aitken (@Murray_Aitken) November 17, 2017
“The Growing Value of Digital Health,” published on Nov. 7 by IQVIA, reveals healthcare marketers are reaching patients in this way:
- The number of digital health apps have increased substantially. There are now over 318,000 health apps worldwide — nearly double the number of apps available in 2015 and nearly five times those available in 2013.
- Health apps appear to be improving based on user experience. Fifty five percent of apps launched within the past two years have ratings higher than four stars, compared to 31 percent of those launched before 2015.
- Apps focused on health condition management — often associated with patient care — are growing and now account for 40 percent of all apps. [Author’s note: This is specifically an opportunity for pharma marketers, as Target Marketing blogger Chuck McLeester has noted.]
- Very few apps account for the majority of downloads; just 41 apps, each with over 10 million downloads, account for nearly half of all app downloads.
- Mobile apps and wearable sensors are helping clinicians manage health conditions. [Author’s note: Sensors are debuting in senior care.]
- Over 55 percent of the most-downloaded health apps now use sensor data to track human health. Although currently focused on activity tracking for wellness management, innovation in sensors also enables detection of patient vital signs for disease and condition management.
- More than 340 wearable devices are now available to consumers worldwide, helping to enable remote patient monitoring.
- New value will be brought to healthcare by algorithms built on top of wearable activity monitors to create “digital biomarkers” of health. By tracking parameters beyond sleep and steps that correlate to disease severity, these digital tools will contribute to precision medicine, enabling stratification of patients by their symptoms.
What do you think, marketers?
Please respond in the comments section below.