Leading Brands in US Health Media & Publications: Q3 2023 Analysis

Introduction

In the ever-evolving landscape of Health Media & Publications, brands like Everyday Health, Inc., Drugs.com, and Medscape continue to dominate with substantial audience engagement across their websites and apps. This article delves into their performance from Q2 to Q3 2023, leveraging Sensor Tower's unparalleled data insights. Sensor Tower's comprehensive datasets, including Web Insights, App Performance Insights, and Pathmatics, provide a detailed view of cross-platform user behavior and advertising trends.

Everyday Health, Inc.

Everyday Health, Inc. operates prominent platforms such as everydayhealth.com and whattoexpect.com, alongside the Pregnancy & Baby Tracker - WTE app.

• Audience Trends: Everydayhealth.com witnessed fluctuating visits, peaking in July with over 54M visits, before declining to around 39M in September. Whattoexpect.com saw a steadier decline from 37M in April to about 29M in September. The monthly deduplicated audience for Everyday Health remained above 15M throughout Q3.

• App Engagement: The Pregnancy & Baby Tracker app maintained a stable monthly active user base, hovering around 2.4M in Q3.

• Ad Spend & Channels: Monthly advertising spend decreased steadily, with September seeing just under $100K. Facebook dominated the ad channels, delivering the majority of impressions, while TikTok and desktop video channels remained unused.

Drugs.com

Drugs.com is a key player with its website, drugs.com, and the Drugs.com Medication Guide app.

• Audience Trends: Website visits remained relatively stable, with minor fluctuations, averaging around 6.3M monthly. The monthly deduplicated audience consistently exceeded 2M.

• App Engagement: The app's monthly active users remained stable, just above 17K in Q3.

• Ad Spend & Channels: Minimal monthly ad spend occurred in Q3, primarily through desktop display, with no significant investments in other channels.

Medscape

Medscape operates medscape.com and the Medscape app, catering to medical professionals.

• Audience Trends: Medscape.com experienced a dip in visits, from over 6.4M in June to around 5.2M in September. The monthly deduplicated audience remained robust, exceeding 1.2M.

• App Engagement: The app's monthly active user base showed slight growth, reaching over 27K by September.

• Ad Spend & Channels: Medscape's monthly ad spend peaked in July at nearly $290K, with Facebook and desktop display being the primary channels.

Conclusion

The Health Media & Publications sector remains dynamic with Everyday Health, Inc., Drugs.com, and Medscape leading the charge. Sensor Tower's comprehensive insights, available through Web Insights, App Performance Insights, and Pathmatics, are crucial for understanding cross-platform behaviors and optimizing advertising strategies. This data empowers decision-makers to navigate the complex digital landscape effectively, ensuring strategic growth and enhanced audience engagement.