According to a
recent study, over one fourth of all app users are currently using a health
related app quite regularly. The
relatively new field of mHealth is classified as practicing medicine and public
health with the support of mobile devices. There is great variety within this category, however, with
the top selling apps serving a diverse array of needs and functions. For
example, the app “Calorie Counter and Diet Tracker” quite obviously aids in
weight-loss and healthy eating and “Stress Check” measures the user’s stress
levels and gives corresponding advice by the placement of a finger on the
camera lens. Even more examples of
popular mHealth apps include those that help locate medical professionals in
your area, and track your weekly workouts.
In
total, the world’s mHealth market is worth approximately $6.6 billion. This upward trend is increasing
exponentially as well, drawing predictions of a total market upwards of $20
billion by 2018. It was estimated
that in 2013, the US Healthcare and social assistance industry would spend $265
million on mobile marketing, increasing to $539 million in 2015; two very
significant sums. Perhaps the most
important statistic, however, is the trust that users are placing in these
apps. According to a recent study,
over two thirds of mobile health app users believed that they had a significant
impact on their health. This new development is accurately explained in this blog post.
In his book, Influence:
The Psychology of Persuasion, Robert Cialdini discusses the power that
authority has on a person’s responses.
He writes, “Information from a recognized authority can provide us a
valuable shortcut for deciding how to act in a situation”. (For more information on Cialdini, check out his website here) The healthcare industry has an
undeniable advantage in this area, as perhaps no other industry requires
consumers to trust professionals that this one. When it comes to a person’s health, they patients are
placing trust in doctors regarding their entire livelihood, and it is clear
from the statistic mentioned earlier that users trust their apps as well. If companies are able to maintain their
authoritative images by using recognizable brands, doctor recommendations, as
well as endorsements from certifiable professionals, consumers will be much
more likely to not only purchase the app, but consistently use it and follow
its directions carefully. A
classic example of this situation is characterized in an experiment conducted
by Stanley Milgram. In this
experiment, average citizens were instructed to give potentially lethal shocks
to other citizens by a man in a lab coat.
Most of the subjects complied, merely because they recognized the man in
the coat as a figure of authority.
Marketers must maintain their company’s status as a figure of authority,
but for a much less sinister reason.
This authority is what will enable them to have the continued attention
of the users for a long period of time, providing a great marketing opportunity.
The
emergence of mHealth can also potentially restructure the healthcare industry
altogether. Businesses must pay
close attention to this trend, as more focus will be needed to be placed on
online presence, as many people are using apps to locate healthcare
professionals. They must utilize
search engine optimization in order to do this. Also, those in the personal training and fitness industry
must take care to not lose business to mobile apps that give work out
routines. These professionals must
emphasize the importance of face-to-face contact in their industry. Finally, the healthcare industry now
has the possibility of running much more smoothly, with the mass exchange of
information through mHealth capabilities.
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