Mobile marketing tips and best practices in this informative new whitepaper about the Health & Wellness industry. Find out how you can be a part of this multi-billion dollar business.

1. FROM HEALTHCARE TO
SELF-CARE
FITNESS (ON-DEMAND)
CONNECTIVITY BECOMES
MAINSTREAM
MOBILE INTEGRATION
WITH OTHER APPS
OPTIMIZE FOR THE
MOBILE EXPERIENCE
Mobile
Marketing
for the Health
& Wellness
Industry
1.
2.
3.
4.
5.
by KARA DAKE

2. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 2
Up from a $4 bln market in 2014, the Health app market is
anticipated to be $6.4 bln in 2015 and more than double
thanthatat$13.5blnin2016.Untilrecently,adoptioninthemo-
bilespacehasbeendrivenbyhealth&wellnessearlyadopters.
The popularity of downloading fitness-related apps, plus the
2015launchofApple’sHealthKitandGoogleFit,mobileisnow
reaching the patient population and moving mainstream.
While there are now more than 100,0000 mobile apps in the
health and fitness categories for iOS and Android, more than
70% of all mobile health developers have less than 50,000
downloads for their apps. This article will highlight key mo-
bile trends and offer marketing strategies to stay relevant and
increase app engagement and retention in the fast-evolving
health & wellness industry.
MOBILE MARKETING FOR THE
HEALTH & WELLNESS INDUSTRY
$4blnmarketin2
$4BLN $13.5BLN
2014
2016
Until recently, adoption in the mobile
space has been driven by health &
wellness early adopters.

3. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 3
Health care patients and fitness enthusiasts are utili-
zing mobile apps for a variety of uses, including moni-
toring their heart rates, blood glucose levels, sleep, weight
and additional fitness tracking. As roughly 75% of heal-
th care costs are due to chronic illness, health care provi-
ders are moving towards personal lifestyle management
and preventive self-care to manage these costs and im-
prove wellness. The American Academy of Family Practi-
ce is using the tagline #HealthIsPrimary that translates to
self-care being at the core of healthcare. Currently, the suc-
cess of self-care solely relies on one’s personal motivation.
Healthcare and mobile fitness marketers must offer ways
to empower and engage their users with tools such as re-
minder push notifications, “buddy” and group tracking, in-
app messaging, and gamified points and reward systems.
From Healthcare to Self-care
Currently, the success of self-care
solely relies on one’s personal
motivation.
Keep up the
good work!
75%
CHRONIC
ILLNESS COSTS

4. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 4
Over the past few years, we have seen the steady increase of
wristband fitness trackers from Jawbone to Fitbit. Recent-
ly, we’ve moved beyond the wrist in to “hearables” (the new
“wearable”), which are ear sensor devices that measure pulse,
heart rate, blood pressure and more. One unique wearable
from Google is a partnership with Novartis to create smart
contact lenses that monitor glucose levels in one’s tears. Per-
haps we could call this a “seeable?” New biometric shirts can
track heart rate and respiration, and smart socks give users
advice on how to improve technique, are also now available.
As healthcare continues to focus on providing tools and te-
chnology to managing one’s health, developers should look
ahead of just collecting user data and to empower the user to
utilize this data to improve their health.
Recently, we’ve moved beyond the wrist
in to “hearables” (the new “wearable”),
which are ear sensor devices that
measure pulse, heart rate, blood pressure
and more.

5. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 5
As the landscape is moving towards on-demand
everything, fitness fans are now bringing their workouts
home. Handstand & Vint are apps that allow users to book
trainers and yoga instructors to lead home training sessions.
NBC’s Radius fitness channel is positioning itself to be a fu-
ll-scale fitness media brand as it takes fitness content to TV
and mobile platforms and has partnerships with fitness apps
such as Jawbone, Misfit & Polar. Nutrition and health coa-
ching are also available on-demand through apps like Rise
that offer personalized health coaching.
Fitness (On-Demand)
Nutrition and health coaching are
also available on-demand through
apps like Rise that offer personalized
health coaching.

6. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 6
Fitness apps currently make up the highest percentage
of the mobile health app marketplace. A recent survey
found that shortly, health monitoring and consultation apps
will become the most popular apps. As health care providers
costs increase due to an aging population, coupled with the
recently launched Affordable Healthcare Act, mobile apps
can reduce costs with remote consultations and aid in ma-
nagement and treatment of chronic health issues. MDLive
and Walgreens recently partnered to offer physical consul-
tations via mobile. Also, remote dermatology screening app
MoleScope allows users to submit pictures of skin issues to
specialists to determine if treatment is required. These types
of tools can speed up physician & specialist care, boost pa-
tient loyalty, and reduce treatment costs.
Connectivity Becomes Mainstream
A recent survey found that shortly, heal-
th monitoring and consultation apps will
become the most popular apps.

7. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 7
Many mobile health apps today act as silos. There is limi-
ted interaction with other applications other than so-
cial sharing, which hinders application usage in some ways.
As most mHealth apps are downloaded and then abandoned,
the limited utility of an app are problems many mHealth apps
face. To stay relevant and top of mind for users, developers
should explore integrations with other apps that can add va-
lue. For example, My Fitness Pal measures calorie intake, and
when integrated with RunKeeper, it also tracks calories bur-
ned during physical activity. Motion 24/7 Sleep track syncs
withiOS8’sHealthkittomonitorsleeppatterns,andWebMD’s
iOS app uses Health kit to integrate health data and insights
on information collected. As more API’s become available in
the health industry, integrating mobile apps, as well as with
wearables, will increase an app’s value and thereby increasing
user engagement and retention.
Mobile Integration with Other Apps
To stay relevant and top of mind for
users, developers should explore
integrations with other apps that
can add value.

8. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 8
Mobile devices allow marketers to streamline activities
that in the past were difficult. For the health & well-
ness industries, studios use tools such as DocuSign to auto-
mate processes such as onboarding new customers and the
MindBody Connect mobile app to manage users’ scheduling
of classes. Many health brands are also using video to create
simple and short messages, updates, and how-to videos for
their viewers. With 60% of online media time being spent
on mobile and to make content more mobile-friendly, adver-
tisers are creating short-form videos their viewers can con-
sume on the go. The most successful mobile health apps use
a variety of tools to manage performance & monetization.
Optimize for the Mobile Experience
60%
OF ONLINE
MEDIA TIME
SPENT ON
MOBILE
With 60% of online media time being
spent on mobile and to make content
more mobile-friendly, advertisers
are creating short-form videos their
viewers can consume on the go.

9. Mobile Marketing for the Health & Wellness Industry www.clevertap.comMaking Apps Smarter | 9
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