According to a recent report from mHealthWatch, health-related mobile apps are now being used by more than one-quarter of all app users on a regular basis.
With thousands of mHealth apps now populating the world’s major app stores, the competitive landscape has escalated to such a degree that the business of mHealth app marketing is booming.
And there’s much at stake in this battle for attention and prime market positioning.
The global mHealth market is estimated to be valued at $6.6 billion this year and is projected to reach $20.7 billion by 2018 (at a healthy CAGR of 25.5%), eMarketer estimates.
Of those who do use health apps, more than two-thirds believed the apps had a significant impact on their health—the greatest endorsement such apps could garner. As lifestyle improvement becomes a critical concern for individuals—and mobile use expands its reach across the older population—the likelihood that more will engage with health apps is high.
“This poses real opportunity for healthcare marketers wishing to advertise in apps or create their own,” eMarketer reports. “The Mobile Marketing Association and mLightenment estimated that this year, the US healthcare and social assistance industry would spend $265 million on mobile marketing. And by 2015, the industry will devote $539 million to mobile efforts.”