mHealth app publisher segmentation: the 6 groups that will lead the mHealth app market`s evoloution

mHealth app publishers are classified into 6 distinct segments. Segments differ mainly by goals, business approaches and performance. Their desire to help others distinguishes them from the rest of the app community. Understanding these segments is a pre-requisite for all those who wish to successfully participate in the new mHealth app ecosystem.


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Who is behind the 100,000 mHealth apps published in today’s app stores? How do such companies differ in terms of motivation, development tool usage and satisfaction about goals achieved? The mHealth app publisher segmentation distinguishes 6 groups of present-day mHealth app publishers. This segmentation has been based on the insights of the mHealth App Developer Economics 2014 study.

Having a clear comprehension about the mHealth app publisher segments is essential to all who aspire to succeed in the newly emerging mHealth app ecosystem.

mHealth app publishers are substantially different to most of the other app developers. 46% of mHealth app publishers release apps as they want to help others. They might also have objectives such as revenue generation or increase of brand awareness, but the “altruistic” approach clearly distinguishes them from the rest of the app economy.

Within the mHealth app publisher community, publishers with a strong medical background and those who leverage existing app development tools and APIs seem to fare better than those who do that to a lesser extent.

In contrast, traditional healthcare players like Pharma, Med-tech or insurance companies have not managed to determine their role in the market. Established Healthcare Players are the only segment which is “mainly not” satisfied with their goal achievement.


mHealth app publishers are classified into the following market segments:

  1. Established healthcare players
  2. App specialists
  3. Helpers
  4. Medical specialists
  5. Fitness specialists
  6. Connecters


The classification constitutes an overview of the current state of the mHealth app market. It will change as soon as some segments gain more importance (medical specialists) or/and as soon as new segments of publishers enter the market.   One of the main questions is if and how traditional healthcare players will be able to compete with these small and agile companies which today drive the market.

To read more on the distinct 6 groups of mHealth app publishers, access the following link.

More info: download free 42 pages “mHealth App Development Economics 2014” report.   The state of the art of the mHealth app publishing.

We are happy to hear your feedback on the reort as well as the mHealth app market ´s evolution.