HealthTech Marketing Agency
Marketing for consumer digital health: health app user acquisition, wearable device marketing, digital therapeutics, and employer B2B distribution channels.
Consumer HealthTech Marketing That Converts Downloads Into Paying Users
Consumer healthtech marketing is not the same as health IT marketing. You're not selling software to hospital procurement committees — you're competing for attention in crowded app store categories against thousands of wellness apps, convincing consumers to change health behaviors, and then keeping them subscribed long enough to generate return. The marketing challenge is different at every stage: app store optimization to get discovered, conversion-focused landing pages and paid social to acquire, and lifecycle marketing to reduce the brutal churn rates that define most health app categories. Kobelphi builds consumer healthtech marketing programs around the metrics that determine whether a digital health company survives: cost-per-paying-user, 30/60/90-day retention, and the B2B employer channel that provides scalable distribution at lower acquisition cost.
Consumer HealthTech Marketing Services
Marketing programs for direct-to-consumer health apps, wearables, digital therapeutics, and wellness platforms.
Consumer Health App User Acquisition
Mobile UA and app store optimization for direct-to-consumer health apps: fitness trackers, mental wellness platforms, chronic condition management apps, and nutrition tools competing in crowded app store categories.
Wearable & Connected Health Device Marketing
Go-to-market and ongoing digital marketing for wearable health devices, remote monitoring hardware, and connected wellness products — bridging the device and the data service subscription in marketing that drives both hardware adoption and app retention.
Digital Therapeutics & DTx Marketing
Marketing for prescription digital therapeutics (PDTs) and evidence-based wellness apps — navigating the dual challenge of building clinical credibility with prescribers and consumer appeal with patients simultaneously.
Health & Wellness SEO
Search visibility for health condition and wellness intent queries — under Google's strict YMYL health content standards, where E-E-A-T signals from medical reviewers and clinical references determine whether health content ranks or gets filtered.
Employer & Health Plan B2B Marketing
Demand generation for healthtech companies selling to self-insured employers, HR benefits teams, and health plan formulary committees — the B2B channel that unlocks scalable distribution for consumer health products.
Health App Subscription & Retention Marketing
Lifecycle marketing programs that reduce subscription churn for health apps — behavioral trigger emails, re-engagement campaigns based on usage decline, and milestone content that reinforces habit formation and perceived value.
Related Industries
Our HealthTech marketing expertise extends across these related healthcare and technology sectors.
Healthcare Marketing
Strategic marketing solutions for healthcare providers and medical organizations.
Technology Marketing
Specialized marketing for technology companies and digital platforms.
MedTech Marketing
Results-driven marketing for medical technology companies and innovators.
SaaS Marketing
Targeted marketing solutions for software-as-a-service platforms and subscription businesses.
Our approach to consumer healthtech marketing
We instrument the full funnel from app store discovery to paying subscriber — then build the acquisition and retention programs that improve the metrics that determine healthtech survival.
Project Kick-Off, Analysis & Market Research
Start with a kick-off meeting to align on project goals, and optionally conduct market research and analyze client needs to shape the approach.
Strategy Development
Create a tailored marketing strategy designed to drive growth, visibility, and align with your business objectives.
Design & Asset Creation
Develop all marketing assets required to execute the strategy—visuals, eBooks, videos, landing pages, and tech integrations.
Campaign Execution & Optimization
Launch campaigns with continuous management and optimization to improve conversion rates and overall impact.
Performance Tracking & Insights
Monitor key metrics closely, deliver actionable insights, and refine the strategy to fuel ongoing improvements.
HealthTech Marketing Success Stories
See how our HealthTech marketing strategies have transformed growth for healthcare technology companies.
Mental Wellness App Grows Paid Subscribers 3.4X in 12 Months
Connected Glucose Monitor Builds Employer Channel Distribution
Digital Therapeutics Company Earns Prescriber Adoption
Ready to Transform Your Digital Marketing?
Partner with us to develop a data-driven strategy that delivers measurable results and drives sustainable growth for your business.
Book a Strategy SessionFrequently Asked Questions
Find answers to common questions about our services and expertise.
How is healthtech marketing different from medtech or healthcare marketing?
Healthtech marketing (this page) focuses on consumer-facing digital health products: wellness apps, wearables, mental health platforms, and direct-to-consumer health tools. The audience is individual consumers making personal health decisions, and the marketing channels are app stores, consumer social, and search. MedTech marketing (/i/medtech-marketing) focuses on enterprise health IT software — EHR platforms, telehealth SaaS — selling to hospital procurement committees. Healthcare marketing (/i/healthcare-marketing) covers providers and health systems broadly. The audiences, buying processes, and regulatory constraints are fundamentally different across all three.
What marketing channels work best for consumer health apps?
App store optimization (ASO) is the single most important channel for consumer health apps — the majority of app downloads start with App Store or Google Play search. Beyond ASO: paid social (Meta and TikTok) works well for condition-specific and wellness audiences; Google Search captures high-intent users searching for solutions to specific health problems; and content SEO targeting condition and symptom queries can build sustainable organic traffic under strict YMYL health content standards. The channel mix shifts significantly by app category — mental health apps perform differently than nutrition apps or chronic disease management tools.
How do healthtech companies sell through employer and health plan channels?
Employer and health plan B2B distribution is increasingly important for healthtech companies because it provides scalable user acquisition at subsidized cost. Self-insured employers buy wellness and disease management tools for employee benefit programs — the buyer is the HR director or VP of Benefits. Health plans add digital therapeutics and wellness apps to their member engagement programs. Marketing for this channel focuses on clinical evidence, utilization data, and ROI case studies (reduced claims, absenteeism, or care costs) — not consumer appeal features. We build separate B2B content and ABM programs for this channel alongside consumer acquisition.
How does Google treat health content for SEO?
Health content is Google's most scrutinized YMYL category. The August 2018 algorithm update specifically targeted low-quality health content, and subsequent updates have continued deprioritizing health pages that lack genuine E-E-A-T signals: medical reviewer credentials, clinical citations, author expertise disclosures, and institutional affiliation. Health apps competing on content SEO need medically reviewed content, transparent author information, and clear clinical sourcing. Generic wellness blog content written without medical oversight rarely achieves sustained organic visibility in competitive health categories.
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B2B Agency Contact Info
Have questions or want to discuss how we can help your business? Feel free to reach out to us through any of the following channels.
Office Location
123 Business Avenue, Suite 500
San Francisco, CA 94107
Business Hours
Monday - Friday: 9:00 AM - 6:00 PM
Saturday - Sunday: 10:00 AM - 5:00 PM