By MobiHealthNews’ count there are currently more than 35,000 unique, health-related apps available in various app stores. That includes everything from fitness and diet tracking apps to clinical decision support apps for doctors. Within that group we estimate that about 10,000 apps available today are intended for use by medical professionals.
For a few years now Apple has shared a variety of “top” app lists that are generated via proprietary algorithms making it difficult to understand exactly how the company ranks apps — even when it does so with descriptors like “top grossing”. Top grossing since when? Apple’s AppStore includes two categories for health-related apps: Health & Fitness is one, which is mostly full of consumer and patient-facing apps. The other category, which we are focusing on in this in-depth, is the Medical category, which includes a large number of apps intended for use by medical professionals.
This week MobiHealthNews took a snapshot of two “top” app lists generated by Apple — Top Paid apps in the Medical category and Top Grossing apps in the Medical category. We went through and eliminated all consumer apps from the list and ended up with 200 medical professional apps, which we are using as our sample for this analysis.
In the pages to follow we have included brief descriptions of all 200 apps along with their names, sellers, price, and links to their AppStore pages.
For these two Apple lists an app either needs to charge users to download it, offer in-app purchases like upgrades, or both. There are more than two dozen apps on the top grossing medical apps list that are actually free to download, but have apparently managed to entice enough users to make in-app purchases to put them far ahead other apps that require payment to download upfront. For those medical professional apps on the top paid medical app list right now, the average price of the app is about $7.99. For those top grossing medical apps that are not initially free to download, the average price is much higher — about $24.99.
So, what kind of medical apps are making the most money right now — assuming we can make the assumption the top paid and top grossing apps according to Apple are largely ranked in correlation with their revenue generation? The 200 medical professional apps on the lists currently are almost exclusively content-focused apps that are either some kind of study aid for medical or nursing students or are some kind of app intended for healthcare providers to use at the point of care, including drug reference apps, medical calculators, and medical dictionaries.
MobiHealthNews’ analysis of these 200 iPhone apps for medical professionals found that the majority of these top revenue generating apps are for use at the point of care — 143 out of 200 (72 percent). The remaining 57 medical professional apps (28 percent) are study guides and test prep apps for medical students. Within the top grossing apps list, 71 out of 107 (66 percent) were point of care medical reference apps of some kind, while the remainder were medical student apps. For paid apps 72 out of 93 apps on the list (77 percent) were point of care apps, and 23 percent were for students.
Given that there are now more than 10,000 apps competing for a spot on medical professionals’ smartphones, how did these 200 apps manage to win over their users? These are paid apps too — either requiring an upfront payment to download or in-app purchases to upgrade the app’s features.
One of the medical companies that has a number of apps featured on Apple’s top paid and grossing medical apps lists right now is Unbound Medicine.
“Unbound Medicine has really focused on product and ensuring we give the user an optimal experience,” VP of Marketing Brian Cairy told MobiHealthNews in an email. “When you have a quality product and you get some people using your product, word spreads quickly.
Unbound has been providing point of need information since 1999 and we have really developed a loyal base.”
Cairy said that his company’s apps can beat out free or cheaper apps because Unbound’s apps are more reliable, easier to use, and kept up to date.
Like most healthcare technology companies, Unbound relies on a number of marketing channels to help spread the word about its offerings, including industry conferences like MLA (for the medical library audience), AAMC (for the medical education audience), and NLN (for nurses). Unbound also keeps up with its users via its Facebook page and Twitter feed.
Not surprisingly, more than anything Cairy chalks up his company’s multiple medical apps success stories to serving physicians well:
“I think the positive reviews we get in the app stores and the solid reputation we have built over time is the biggest factor,” he said. “Many of our customers have used us during their training, then transform into use as practicing physician and nurses.”
The smaller, Switzerland-based developer team behind the successful MedCalc apps would likely agree, but they decided not to do any paid marketing at all.
“We don’t do any marketing,” MedCalc creators Pascal Pfiffner and Mathias Tschopp told MobiHealthNews in an email. “While it might be different for games, we believe quality software sells itself, and that’s what we are trying to deliver. Virtually every medical professional needs a medical calculation tool, and many use one several times a day. This means that you need a tool that gets the job done quickly and reliably.”
The company does keep a Twitter feed going to share news about the app and to answer user’s questions as they come up, but it says it partakes in no other form of community building or marketing. While the MedCalc name may not be familiar to non-clinicians, the app has gained its growing user base over a 15-year period. The first version launched for the Palm platform.
“What certainly helps is that MedCalc is kind of a ‘household name’ in the field,” the founders said. “The first version of our app came out 15 years ago, during the Palm era, and we got many of our initial followers during this golden age.”
The current list of top paid and top grossing apps certainly includes a number of apps with names that have been around for many years, including Epocrates, Skyscape, DiagnosaurusRx and more.
While some of these more established medical content companies have managed to maintain a strong foothold well into the smartphone and tablet era, there are a number of up-and-comers who have managed to break out since the launch of the iPhone. Limmer Creative, founded in 2009, is one such small publishing company.
“Our products are test prep and educational apps primarily for the EMS and allied health markets,” CEO Stephanie Limmer told MobiHealthNews in an email. “Our products are to help prepare professionals to take their ACLS and PALS certifications as well as the National Registry Certification Exam for EMTs and paramedics.”
Like Unbound, Limmer has used a mix of marketing channels to drive adoption of its medical apps.
“Getting the word out has been through both traditional methods such as advertising in journals and attending conference trade shows and more modern methods like social media and [via] the bloggers in our markets,” she wrote. “We have found that word of mouth has been huge for us and, therefore, social media has been a huge asset.”
Limmer has worked with prominent bloggers to develop apps and some of those partnerships have helped to drive sales of apps more successfully than the apps they’ve promoted through advertising in journals and other more traditional channels. Limmer said that in addition to having solid content, successful medical app companies need to maintain good reputations and good customer service, because poor experiences with medical apps will travel fast online.
Finally, Limmer said that being included on various lists from healthcare organizations, blogs, and medical schools has helped drive interest and she expects an upcoming study at the Hennepin County Medical Center at the University of Minnesota School of Medicine that is using one of her company’s apps will also turn out to be a nontraditional channel for spreading the word about Limmer’s wares.
The next two pages are apps ranked by Apple as “Top Paid” apps in the Medical category and “Top Grossing” apps in the Medical category. These aren’t MobiHealthNews’ picks for top apps, this is based on Apple’s tracking of these apps’ success. MobiHealthNews edited these lists to remove apps that described themselves as intended for use by consumers or patients. Apple updates their lists fairly frequently so this should serve as a snapshot of successful app developers at this point in time.