Healthcare App Marketing Strategies [2024 Edition]

Working on a new medical app? Imagine it becoming the next epocrates of today. Easier said than done, right? Some products in this niche just fail to take off. The poor healthcare app marketing strategies causes the lack of traction. It is worth noting that it may differ from the general healthcare app marketing strategy.

The value you bring to the table is not enough signal to put you on the map. Recently, due to the COVID-19 pandemic, increasingly, patients and doctors prefer remote healthcare channels. You need to hurry to take your place because the market will grow almost threefold in a few years.

The recent report of Market, the global healthcare IT market is projected to reach USD 829.2 billion by 2026 from USD 319.2 billion in 2021, at a compound annual growth rate of 21.0% during the forecast period. Researchers believe that a few factors mainly drive this growth:

• Rising use of big data in healthcare
• High returns on investment associated with healthcare IT solutions
• The need to curtail escalating healthcare costs
• The growing demand for and use of HCIT solutions due to COVID-19
• The growing telehealth, mHealth, and remote patient monitoring markets

Not surprisingly, the number of consumer digital health apps ballooned last year, with more than 90,000 new ones introduced in 2020, according to the IQVIA Institute for Human Data Science. Moreover, in 2021, more than 350,000 digital health programs have been available to doctors and patients. Most of these applications focus on general health or fitness. However, the number of specific digital programs for treating diseases is growing on the market, reaching 47% of the total number of healthcare apps.

Why is Healthcare App Marketing Important?

Healthcare app marketing is crucial for boosting visibility, acquiring users, and establishing brand recognition in a competitive market. Effective marketing campaigns educate users about app features, drive engagement, and foster long-term retention. Feedback garnered through marketing channels aids in continual improvement, while highlighting unique features sets the app apart from competitors, giving it a competitive edge.

1. Competitive Landscape:

The healthcare app market is booming, with millions of apps already available. There are apps for everything from telemedicine to mental health to disease management. Without effective marketing, it’s hard for users to even discover your app amidst the competition.

2. Reaching the Right Users:

A well-designed marketing strategy helps target the specific audience your app caters to. This ensures you’re reaching people who will genuinely benefit from what your app offers.

3. Building Trust & Authority:

Healthcare is a sensitive field, and users need to trust an app before using it for their health needs. Marketing can help establish your app’s credibility and position it as a reliable source of information or healthcare tool.

4. Driving User Adoption:

Even if you’ve built a fantastic app, people won’t know about it unless you market it. Marketing creates awareness and gets users to download and try your app.

5. Enhancing User Engagement:

Marketing doesn’t stop after app download. It’s about keeping users engaged and using your app regularly. This can involve promoting new features, educational content, or loyalty programs.

How Healthcare App Marketing Boots Your Business?

Patients now have an even greater choice of places where they can receive medical care. Previously, they preferred medical facilities located near their place of residence. However, there is now a trend that almost every second person plans to change primary care providers in the next few years, according to Solutionreach. Moreover, the recent Future of Healthcare Report from Healthcare Information and Management Systems Society (HIMSS) shows more than a half of surveyed patients are ready to use telehealth services.

Patients increasingly pay attention to the reviews of health facilities and employees they find online before using healthcare services. This fact suggests that people are becoming more demanding, so they choose the best option for themselves and their families. Therefore, healthcare providers should consider healthcare marketing not just as a great investment but as an absolute necessity.

So you need to consult companies that create and implement successful marketing strategies for healthcare apps. This approach will help you form trust, a sense of expertise, and a positive image of your product among current and potential customers. You will be able to become one of the market leaders and achieve the desired financial results.

Benefits of Implementing Marketing Strategies for Healthcare App:

In today’s competitive business landscape, marketing is no longer optional. By implementing a strategic marketing plan, you can achieve your business goals and gain a significant edge over your competitors.

1. Increased Visibility and Brand Awareness: Marketing activities help businesses get noticed by their target audience, increasing brand visibility and recognition.
2. Customer Engagement and Loyalty: Marketing allows businesses to engage with their customers, building relationships and fostering loyalty over time through various channels like social media, email, and content marketing.
3. Revenue Growth: Effective marketing strategies can lead to increased sales and revenue generation by attracting new customers and encouraging repeat business from existing ones.
4. Competitive Advantage: A well-executed marketing plan can differentiate a business from its competitors, helping it stand out in the market and attract more customers.
5. Market Insights and Understanding: Through market research and analysis, marketing provides valuable insights into customer needs, preferences, and behaviors, allowing businesses to tailor their products and services accordingly.
6. Product Development and Innovation: Marketing helps businesses identify gaps in the market and opportunities for innovation, guiding the development of new products or services that meet customer demand.
7. Building Trust and Credibility: Consistent and authentic marketing efforts can build trust and credibility with customers, demonstrating expertise, reliability, and a commitment to meeting their needs.
8. Measurable Results and ROI: Many marketing activities are measurable, allowing businesses to track the effectiveness of their campaigns and investments, and adjust strategies as needed to achieve a positive return on investment (ROI).
9. Expanded Market Reach: Marketing enables businesses to reach new markets and audiences, whether through geographic expansion, demographic targeting, or niche marketing efforts.
10. Long-Term Growth and Sustainability: By consistently promoting their products and services, businesses can sustain growth over the long term, adapting to changing market conditions and evolving customer preferences.

15 Healthcare App Marketing Strategies You  Must know

This guide will equip you with the top 15 healthcare app marketing strategies. From pinpointing your ideal users to leveraging the power of social media, we’ll explore how to effectively market your app and get it into the hands of those who need it most.

1. Content Marketing:

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. For a health app, this could mean creating blog posts, infographics, videos, or social media content that educates users about health topics relevant to your app’s function. This content not only provides value to your audience but also establishes your app as a credible and trustworthy resource in the healthcare space.

2. App Store Optimization (ASO):

ASO involves optimizing your app listing on various app stores to improve its visibility and discoverability. This includes using relevant keywords in your app title and description, creating compelling app descriptions, and using high-quality screenshots and videos to showcase your app’s features and benefits. By optimizing your app listing, you can increase your app’s chances of being found by users searching for health-related apps.

3. Social Media Marketing:

Social media marketing involves engaging with your target audience on platforms like Facebook, Twitter, and Instagram. You can share valuable content, such as health tips, motivational quotes, success stories, or user testimonials, to keep your audience engaged and informed. Additionally, running targeted ads on social media platforms can help promote your app to specific demographics and interests.

4. Public Relations (PR):

PR involves getting your app featured in relevant publications, healthcare blogs, podcasts, or news outlets to reach a wider audience and build brand awareness. This could include pitching stories or press releases about your app’s features, benefits, or success stories to journalists or bloggers who cover healthcare or technology topics.

5. Influencer Marketing:

Influencer marketing involves collaborating with healthcare professionals or social media influencers who have a significant following and influence over your target audience. By partnering with influencers who resonate with your target audience, you can leverage their credibility and reach to promote your app and encourage downloads.

6. Search Engine Optimization:

SEO involves optimizing your website and landing pages to rank higher in search engine results for relevant health queries. By optimizing your website content, meta tags, and backlinks, you can improve your website’s visibility and drive organic traffic to your site, which can then lead to app downloads.

7. Paid Advertising:

Paid advertising involves using platforms like Google Ads or social media advertising to target specific demographics and interests with targeted ads. By investing in paid advertising, you can reach a larger audience and drive more traffic to your app, ultimately increasing downloads and engagement.

8. Partnerships:

Partnerships involve collaborating with healthcare providers, clinics, or fitness centers to recommend your app to their patients or clients. By forming partnerships with organizations that share your target audience, you can expand your app’s reach and credibility and attract more users.

9. Offer Incentives:

Offering incentives such as initial free trials, premium feature discounts, or loyalty programs can encourage users to download and engage with your app. By providing added value to users, you can increase user retention and encourage positive reviews and word-of-mouth referrals.

10. Prioritize User Experience:

User experience (UX) is crucial for retaining users and encouraging positive reviews and recommendations. Ensure that your app is user-friendly, intuitive, and offers a seamless experience from download to engagement. This includes optimizing app performance, design, and security to create a positive user experience that keeps users coming back for more.

11. Email Marketing:

Email marketing involves sending targeted and personalized emails to your app users to nurture relationships, provide valuable content, promote new features or updates, and encourage app engagement. You can segment your email list based on user behavior, preferences, or demographics to deliver relevant messages that resonate with your audience.

12. Community Building:

Building a community around your app involves creating forums, social media groups, or online communities where users can connect, share experiences, ask questions, and provide support to each other. By fostering a sense of belonging and community among your users, you can increase app engagement, loyalty, and advocacy.

13. Content Partnerships:

Collaborating with other health-related websites, blogs, or influencers to create guest posts or content partnerships can help you reach new audiences and drive traffic back to your app. By sharing your expertise and insights with a wider audience, you can establish your app as a thought leader in the industry and attract more users.

14. Event Marketing:

Participating in or hosting events, such as health expos, conferences, webinars, or workshops, can help you connect with your target audience in person or virtually. By showcasing your app, offering demos, and networking with industry professionals and potential users, you can increase brand awareness, generate leads, and drive app downloads.

15. Retargeting Campaigns:

Retargeting involves showing targeted ads to users who have previously visited your website or interacted with your app but did not complete a desired action, such as downloading the app or making a purchase. By retargeting these users with personalized ads across various channels, you can remind them of your app’s value proposition, encourage them to return, and ultimately convert them into users.

The Future of Healthcare App Marketing