Marketing Healthcare to Women: Go Mobile and Get ‘Appy!
December 9, 2012 § Leave a comment
A hospital or doctor’s office seems like one of the least likely places to find use for a mobile app, but according to Trend Watching’s 10 Trends for 2013, “appscriptions” are the future for the healthcare and technological industries alike. Health care professionals are turning to mobile apps to help patients get and stay healthy, which is easier considering that there are more than 13,000 health related apps available in Apple’s app store alone. With this deluge of choices, Trend Watching suggests that in the coming year, consumers will turn to doctors to find the safest and best apps available.
The benefit is mutual. While consumers have convenient access to a wide variety of medical resources and information, the healthcare industry may see resultant reduced costs as patients live healthier lifestyles. Mobile apps have recently been popular for assisting with weight loss efforts, with apps that count calories, offer exercise routines, and track progress. But health apps are not limited to dietary relevance; this summer, Antibitoics Reminder hit the market at no cost, offering patients a convenient way to track their medication consumption.
According to Time magazine, the following health apps cap off as the “best of” various categories:
- Exercise: RunKeeper (tracks distance, time, and pace)
- Diet: Fooducate (offers nutritional information)
- Sleep: Sleep Cycle (helps improve sleep patterns)
- Weight Loss: Lose It! (monitors calorie intake and use)
- Health Care: ZocDoc (makes finding a great Doctor easy)
While mobile apps are clearly important in the health field, it is important to recognize the recent more general mobile app trend, in which consumers demand convenience and information at the tips of their fingers. If your brand is looking for a way to stay current and edge out the competition, ask yourself how a mobile app can bring your brand experience to the palm of your consumer’s hand. But consumers are discriminating and your app must
provide a real service they need. Smartphone users now have an average number of 41 apps — a rise of 28 percent on the 32 apps owned on average last year. Despite the rise in app numbers, the amount of time that people are spending in apps has remained essentially flat; they are being used for 39 minutes per day today, compared to 37 minutes in 2011.