Healthcare Marketing to Moms: Get Your App On!

October 21, 2010 § 2 Comments

Healthcare marketing is going to get more mobile and the younger mobile users are setting the pace.    A new study by Pew Internet & American Life Project found that 17% of adults have used their cell phone to look up health or medical information.  And 29% of cell phone owners aged 18-29 have used their phones for health searches.

Apps are moving to the forefront of mobile usage in health as well with 15% of cell phone users aged 18-29 using apps that help them track or manage their health.  African American cell phone owners are more likely than other groups to use health apps: 15% African American compared with 7% of white and 11% of Latino cell phone users. Urban cell phone owners are more likely than those who live in suburban or rural areas to have a mobile health app on their phone.

There are no significant differences between men and women, nor among income groups; however, moms are clearly the healthcare decision makers in the family.  On-the-go moms will be the most likely to use their cell phones to research health questions.

The important fact for healthcare marketers interested in marketing to moms is that mobile phone adoption will happen faster than you think.  For those waiting on adopting a mobile strategy, the time has run out.

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