Leading Health Media & Publications Brands in the US: Q2 2024 Analysis

Introduction

In the dynamic landscape of health media and publications, select brands have emerged as leaders in the US. Utilizing Sensor Tower’s comprehensive data, we delve into the performance and trends of Everyday Health, Inc., WebMD, LLC., and Drugs.com from Q1 to Q2 2024. Our insights, drawn from a combination of web, app, and advertising analytics, showcase the unique cross-platform user behavior these brands exhibit.

Everyday Health, Inc.

Everyday Health, Inc. presents a robust digital presence through key platforms such as castleconnolly.com, everydayhealth.com, medpagetoday.com, and whattoexpect.com, alongside their app Pregnancy & Baby Tracker - WTE.

• Audience Trends:

  • castleconnolly.com saw a fluctuation in visits, peaking in March with over 500K visits but declining to about 270K by June.

  • everydayhealth.com experienced a steady decline in monthly unique visits, from 9.5M in January to around 5.4M in June.

  • medpagetoday.com remained relatively stable, averaging about 800K unique visitors monthly.

  • whattoexpect.com maintained high engagement with over 22M visits monthly, peaking in May.

• App Engagement:

  • The Pregnancy & Baby Tracker - WTE app had consistent monthly active users, around 2.3M throughout the period.

• Ad Spend & Channels:

  • Monthly ad spend decreased from over $230K in January to about $133K in June, with Facebook and Instagram as primary channels.

WebMD, LLC.

WebMD, LLC. continues to dominate the health information sector with its website webmd.com and the WebMD: Symptom Checker app.

• Audience Trends:

  • Visits to webmd.com remained strong, consistently over 22M monthly, peaking in May with about 26M visits.

  • The true audience showed an upward trend, reaching around 8.4M in May.

• App Engagement:

  • The WebMD: Symptom Checker app maintained a stable monthly active user base, with active users slightly fluctuating around 29K.

• Ad Spend & Channels:

  • WebMD increased monthly ad spend significantly in Q1, reaching over $824K in March, before reducing to about $467K by June, with Facebook as a key channel.

Drugs.com

Drugs.com remains a pivotal resource for medication information, accessible via drugs.com and the Drugs.com Medication Guide app.

• Audience Trends:

  • Web visits were consistent, with a slight dip in April but averaging around 5.5M monthly visits.

  • The true audience remained stable, hovering around 1.3M.

• App Engagement:

  • The Drugs.com Medication Guide app saw a slight decrease in monthly active users, stabilizing around 15K by June.

• Ad Spend & Channels:

  • Notably, Drugs.com did not allocate budget to advertising during this period.

Conclusion

The health media and publications sector continues to evolve, with Everyday Health, Inc., WebMD, LLC., and Drugs.com leading the way. Sensor Tower’s unparalleled data, encompassing web insights, app performance, and advertising analytics, provides a comprehensive view of these brands' digital strategies. For businesses aiming to understand and leverage cross-platform user behavior, Sensor Tower remains an indispensable resource.

Explore more with Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights for deeper insights.