Digital Health Care Platforms and Patient Engagement: A

Marketing Analysis of Mobile Health Apps in the Indian

Market
Shruthi Vandhana SM, Amrita School of Business, Bengaluru, India(shruthivandhanasm2000@gmail.com)
Maria Sabastin Sagayam, Amrita School of Business, Bengaluru, India (s_mariasabastin@blr.amrita.edu)

ABSTRACT
In recent years, the clinical diagnosis process has undergone a transformative shift
through the introduction of mobile health applications, or Medical Health apps.
This article delves into the digital transformation in healthcare, focusing on the
features, value, and popularity of these apps for medical professionals. It assesses
the utility of medical app platforms and advances information systems research by
elucidating the necessary policies for app development to enhance clinical efficacy.

The background discusses the burgeoning impact of mobile technologies in the

Indian healthcare sector, offering functions such as online consultations,
appointment booking, prescription reminders, and health tracking tools. However,
challenges such as low digital literacy, data security concerns, and the need for
integration with conventional healthcare systems hinder the full potential of mobile
health in India.

The methodology section outlines a systematic approach for marketing analysis,

emphasizing the importance of quantitative and qualitative data. It highlights
cultural sensitivity, language barriers, and the diverse Indian market. Findings
reveal the significant impact of digital healthcare platforms on marketing practices,
showcasing examples such as a maternal health app addressing challenges faced by
pregnant women.

The conclusion underscores the transformative potential of digital healthcare in the

vibrant Indian market for mobile health apps. Success in this dynamic landscape
requires apps to cater to specific healthcare needs, employ efficient marketing
techniques, and remain flexible to user input. As technology evolves, maintaining
adaptability will be crucial for long-term success in the competitive Indian market.

Keywords: Mobile Health Apps, Digital Transformation in Healthcare, Indian

Healthcare Sector, Marketing Analysis, Clinical Efficacy