eBook – Health Apps: Unveiling The Marketing Behind a Booming Industry

Health apps have taken the world by storm. Since the dawn of the smartphone, we have relied on these apps to take care of our mental health, plan our workout routines, attend virtual doctor’s appointments, and much more.

However, in recent years, we have seen the popularity of health apps grow exponentially. Factors such as the shift to home workouts during lockdown, health-consciousness brought on by the COVID-19 pandemic, sky-high costs of living, and the rise of health influencers on social media have led to astounding success for a number of health apps. Now’s the time to kick your marketing into gear and get your brand’s fair share of success in this booming industry. But how?

Marketing a health product, particularly in a digital world, comes with unique challenges, including talking about sensitive health-related topics and building trust with your audience when it comes to data handling, while also satisfying the strict E-E-A-T guidelines put in place by Google for YMYL websites. There’s a lot to consider! Our report provides an expansive industry review, looking at the key health trends brands must acknowledge this year and practical strategies to achieve your digital ambitions for years to come – whatever health product you sell!

eBook synopsis

We’ll take a deep dive into the up-and-coming health app market, looking closely at a wide variety of app categories such as menstrual health, fitness, mental health, and virtual doctors apps. We explore the reasoning behind the recent boom in health apps with factors such as the COVID-19 pandemic and the cost of living crisis having pushed consumers to seek at-home, cheaper alternatives to traditional gym memberships and personal trainers, which has paved the way for apps to take centre stage. 

Our report reveals some of the best marketing strategies and tactics that can be used to promote health apps and brands. Such tactics include trust building, influencer marketing, E-E-A-T considerations, valuable content, free trials, tone of voice, and search engine optimisation – to name a few. You’ll be equipped with plenty of actionable, expert insights to put into practice and use to promote your own products and services in both the health and SaaS industries, as well as health SaaS more specifically.

What’s included?

1. How consumers plan to use wellness apps to achieve their health goals in 2024
2. Millennials have been dubbed ‘the wellness generation’
3. Understanding your target audience with data-led buyer personas
4. Fitness applications are valued at $1.3 billion – why?
5. Influencer marketing and the rise of fitness apps
6. Mental health management is going digital
7. Digital apps enable patients to take care of their health with unlimited accessibility
8. Femtech is empowering women to take control of their bodies
9. Most-asked questions around menstrual health globally based on search
10. Social media can provide a safe space to discuss all things health and build awareness
11. Tone of voice matters, especially when talking about sensitive, health-related topics
12. Partnering with people and brands that share the same values to expand audience reach
13. Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)
14. Building trust with your audience when data security is one of their biggest concerns
15. Providing valuable content in light of Google’s Helpful Content Update and Generative AI
16. Free trials are a catalyst for conversion if you do them right
17. Tackling the issue of user retention for health apps that rely on a subscription-based model
18.  Data is an integral part of any digital marketing strategy and apps are full of it

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