Health Insurance Companies have failed to generate any notable reach with their mHealth app porfolio's
These are just some of the findings from our Health Insurance App Benchmarking Report 2015.
67% of health insurance companies achieve less than 100,000 downloads from their app portfolio, generating little reach within the mHealth market. The majority of apps in the portfolio of healthcare payers belonging to the long-tail.
The majority of health insurance companies can be described as hesitant, with 70% publishing only 1 or 2 apps. That being said, if health insurance companies were to publish more apps this wouldn’t necessarily generate higher downloads.
The majority of health insurance companies belong to the ‘hesitant’ category, 77% having published less-than average apps with less-than average download numbers. Whereas only 9% of health insurance companies belong to the ‘active’ category producing an above average impact with their app portfolios.
Aetna is the one health insurance company that, having published 28 apps across both iOS and Android Aetna achieving more than than 14million downloads, stands out as the exception. That being said 85% of those download come from just on app within their app portfolio, iTriage. This is not an uncommon occurrence amongst those health insurance companies that have generated a significant number of downloads. 7 of the top 10 biggest health insurance companies[*] app portfolios generate more than 50% of downloads from the best performing app.
What are the reasons for the insignificant impact the traditional payers of the healthcare systems have in the app economy? Our study indicates that:
- Most health insurance companies fail to produce ‘state of the art’ apps – Apps in most cases fail to incorporate the 6 key elements of best practice: Tracking and coaching, automated input, remote consultation, secure use of mHealth data, integrating their solutions into the current IT healthcare infrastructure and beautiful aesthetics and usability.
- Most companies fail to incorporate app integrated incentive schemes – Health insurance companies are best positioned to take advantage of incentive schemes by linking them to healthy and cost saving behavior of their members. However, currently there are only a few companies that link healthy behavior to financial rewards with the help of an app.
- Health insurance companies fail to successfully leverage their app portfolio by cross-promoting apps– Health insurance companies fail to successfully leverage their app portfolio using cross-promotion. Best practise mHealth app publishers manage to have almost equally successful apps in their portfolio using in-app cross promotion i.e. “more apps” screens, pop-ups and push notifications. However, this is not being done at all by health insurance companies.
These are just some of the findings from our report, for a more detailed analysis of some of the world’s top health insurance companies and their mHealth app publishing activities check out our new 2015 Health Insurance App Benchmarking report.
[*] The top 10 health insurance companies refer to the health insurance companies from our sample that have generated the highest number of all time global downloads
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