Case study: App Annie helps global health app Ada expand into Brazil
- Monday, October 14th, 2019
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In 2016, a group of scientists, doctors, and healthcare experts globally launched Ada, an app that allows users to track their health and find medical help. Ada helps users by combining artificial intelligence with the global medical knowledge input by these experts. Since launch, the app has been #1 for medical app downloads in more than 140 countries and has conducted over 15m health assessments.
More recently, Ada has launched in the Portuguese language, so the app’s leadership wanted to find a way to expand its user base in relevant countries, especially Brazil. Ada’s marketing team knew they would need to understand the mobile medical and healthcare market, analyze the competition, and obtain global market research pertaining to growth opportunities.
Marvin Rottenberg, vice president of marketing at Ada, said, “Half the world’s population already lacks access to essential healthcare services, and there’s a projected shortage of 18m healthcare workers by 2030. For many people, Ada may be the only accessible credible source of health information.”
Ultimately, Ada’s marketing department turned to App Annie, which specializes in tracking app analytics and app market data. Within the span of two months (July 1 to August 31, 2019), Ada gained more than 500,000 users in Brazil. Ada is also the fastest-growing medical app in Brazil on Google Play. Ada’s share of downloads among medical apps in Brazil also jumped from .1 per cent to almost 13 per cent from May 27 to August 25.
“As the ‘traditional’ healthcare sector continues to evolve, it is vital that we are able to remain on top of trends within the digital healthcare sector (in particular medical and health apps) to see where we can add new value,” said Rottenberg.
Rottenberg continued, “The App Annie platform allows us to analyse other companies and the overall market in which we operate. This empowers us, and our stakeholders, to make informed decisions and validate market assumptions, ensuring we are always on top of market trends.”
By partnering with App Annie, Ada’s marketing team was able to gain crucial insights into market trends and new market launches, as well as better understand its user base. Additionally, Ada reached an average 4.8-star rating within its first 2 months in Brazil.
“As marketers at Ada, we’re dedicated to helping Ada reach as many people as possible. It’s incredibly gratifying to see the positive impact that Ada can give users and their loved ones – whether that’s by identifying possible conditions or simply by giving people peace of mind. App Annie is an important tool as it allows us to view, evaluate, and make changes quickly to meet our users’ needs,” said Rottenberg.