With the informed consumer preferring to take their health and wellness into their own hands, the health and fitness app market has exponentially exploded from 68.7 million users to 87.4 million.
In the past five years alone, the number of health-related apps has ballooned to some 318,000 with 60% of adults having downloaded a health app within the past 30 days.
And, the fitness app market has seen significant growth, now accounting for $80.6 billion in annual revenues with 45% of adults actively using at least one fitness app to manage their weight.
What does this growing trend in health and fitness app usage mean for telehealth?
The short answer is: everything.
It means that people are more willing to use mobile technology to help them reach their health and wellness goals. This trend can also signify that the informed consumer is becoming more open to using telehealth services to treat their symptoms, get medical advice, or meet with specialists.
The key for telehealth providers will be in how they position their marketing to reach health and fitness app users on the platforms they frequent most. Here are five viable channels to consider advertising on.
Health and Fitness Apps. By buying advertising space or partnering with app developers to leverage push notifications through various health and fitness applications, telehealth providers can get in front of consumers who are ready to use technology to meet their medical needs.
Facebook. As the pandemic spread, gyms and hospitals were forced to either restrict access or shift to telehealth options. This created a slew of new groups and online communities of consumers looking for practical and affordable ways to stay healthy at home. By joining, engaging, and advertising in these online health and fitness-related groups, telehealth providers can stay relevant and top of mind.
Instagram. Leveraging Instagram hashtags related to telehealth, online medicine, or virtual doctors can be highly effective ways to stay in front of consumers who may be actively looking for non-traditional healthcare alternatives. Incorporating hashtags that are specific to the diseases or types of virtual treatments you offer can be a useful strategy to rank higher in Instagram user searches and feeds.
YouTube. Whether it’s through video testimonials or longer video content designed to educate consumers on the convenience and reliability of telehealth medicine, YouTube can be a useful way to position your company as THE go-to source. It will be important to use keywords and video descriptions that include common telehealth search words and topics.
Paid Search. Although patients are open to telehealth services, they are more likely to select a provider that is close to where they live. Incorporating geography-specific terms and language in your messaging and paid ads is an effective way to rank higher on local search query results. For example, instead of using the words local telehealth services, try using ‘Atlanta telehealth services’ or ‘telehealth services in 30301.’ These terms would be better options to capture prospective patients looking specifically for local telehealth providers.
As the pandemic wanes and telehealth usage is expected to level out at 30%, the marked increase over the 11% pre-pandemic levels signals that telehealth is here to stay.
How you position your telehealth services and marketing messages on the platforms your prospective patients use could mean the difference between expanding your virtual medicine options or having to discontinue it altogether.