Did you know that Apple’s App Store currently offers 9,000 mobile health apps (including nearly 1,500 cardio fitness apps, over 1,300 diet apps, over 1,000 stress and relaxation apps, and over 650 women’s health apps) and by mid 2012, this number is expected to reach 13,000*. Impressive? The sheer quantity available is irrelevant unless there is a demand for such apps. According to Juniper Research, mobile healthcare applications for tablets and smartphones are set to reach 44 million downloads by next year, growing to 142 million downloads by 2016. But how many of these apps actually get used?
Research has found that about 20 per cent of users return to an app after the first day they downloaded it but that the average app has a less than five per cent chance of being used for more than 30 days. Furthermore, around 20 per cent of the free apps available in the Android Market have not even clocked 100 downloads.
This is why creativity and engagement is key. Identifying a niche that will entertain, educate or ease the life of the consumer is vital to its success. But in this increasingly crowded marketplace, both creativity and engagement are crucial to differentiate and activate demand but it can come in different forms – from a quirky idea to impressive use of technology.
Take for example, the augmented reality (AR) app called Lungs designed to show smokers the damage caused by cigarettes. Users can control settings to reflect their own experience based on factors such as their age and how many cigarettes they smoke each day; these all impact on both the visual representation and ‘time taken for lungs to recover’ statistic.
Or how about the BeerGut Fitness app, the calorie check book that will assist you in avoiding the dreaded beer gut telling you whether you’ve earned a drink or need to exercise?
With NHS waiting lists growing daily and falling disposable income making private healthcare more unaffordable, combined with an increasingly informed patient base, the market is ripe for the countless new apps and devices actively targeting consumers keen on preventing, examining, improving and managing their health. So the question remains, is this a route more healthcare companies should be focusing in on in 2012?
In a world where audiences are publicly disclosing increasing amounts of personal information about their lives on Facebook, Twitter and other social networks, health apps are becoming more relevant and increasingly invaluable to companies wishing to have a social media presence. However, it is clear that without a healthy dose of engaging creativity many of these apps are destined to fall by the wayside.
* (Source: MobiHealthNews, September 2011).
