Health Apps and How to Market Them
Hillenbrand, Susanna (2016)
Kymenlaakson ammattikorkeakoulu
2016
Creative Commons Attribution 1.0 Suomi
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605107032
https://urn.fi/URN:NBN:fi:amk-201605107032
Tiivistelmä
In future health apps may become as popular as mobile games and retail shopping apps. Some consumers even think that health app usage is more valuable than making or receiving calls. This multibillion industry of mobile software applications and especially health apps is relatively new. The main research topic was how to market health apps globally. Health apps like fitness, weight loss and wellness apps are new trend in apps business. Healthcare apps are divided into health- and medical apps. From healthcare app downloads 80 percent are health apps, fitness-, weight loss- and diet apps being most popular. Most popular paid apps are weight loss, sleep and meditation apps. 20 percent of the healthcare app downloads are medical apps.
Marketing apps differ from traditional product advertising and there are only a few institutions that teach app marketing. There is also a lack of information on how to market health apps. The industry is growing at a fast pace, so up-to-date research is needed to be able to help marketing management. This research aims to find the underlying marketing practices that drive health apps marketing. Also mobile apps, including health- and medical apps and their markets are presented. In-depth interviews with the world’s leading health app developers have been conducted to provide a further practical insight to the research subject, complementing the review of recent scientific publications.
Marketing apps differ from traditional product advertising and there are only a few institutions that teach app marketing. There is also a lack of information on how to market health apps. The industry is growing at a fast pace, so up-to-date research is needed to be able to help marketing management. This research aims to find the underlying marketing practices that drive health apps marketing. Also mobile apps, including health- and medical apps and their markets are presented. In-depth interviews with the world’s leading health app developers have been conducted to provide a further practical insight to the research subject, complementing the review of recent scientific publications.