Marketing Healthcare to Women: 1/2 Seeking Healthcare Info on Smartphone

November 28, 2012 § Leave a comment

Half of us have a smartphone in our pocket or purse at all times.  Some 85% of US adults own a cell phone and a fast growing number of those cellphones (53%) are smartphones.  So it is no surprise that one in three of all cell phone users have used their phone to look up healthcare information, up from 17% in 2010.

According to the Pew Internet/CHCF Health Survey released this month, smartphone users lead the way in this activity.  One-half of smartphone owners have used their devices to get health information and one-fifth have health apps.

What does this mean for healthcare marketers?  There needs to be easily accessible information available for mobile users.  Websites are being built in responsive design to meet this growing need.  Marketers should begin to offer important information and interactions with patients and caregivers through mobile apps.

Another indicator of healthcare usage is a change or crisis in health conditions.  Caregivers who have recently had a medical crisis, or individuals who have had a significant change in their physical health are more likely to use their phones to look for health information.  Some of these conditions include gaining/losing a lot of weight, becoming pregnant or quitting smoking.

Health Apps are popular with smartphone users.  About one in five have at least one type of health app.  Women smartphone users (23%) tend to use health apps more than men (16%).  The most popular apps are exercise, diet and weight apps.

Some 38% of health app users track their exercise, 31% monitor their diet, and 12% use an app to manage their weight. Other health apps track menstrual cycles, blood pressure, pregnancy, blood sugar or diabetes, and medication.

Some demographic groups are more likely to look for health information -Latinos, African Americans, those between the ages of 18 and 49, and college graduates.


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