Leading Brands in US Health Media & Publications: Q3 2024 Analysis

Introduction

The Health Media & Publications category in the US continues to exhibit dynamic performance, with leading brands such as Everyday Health, Inc., WebMD, LLC., and Drugs.com at the forefront. This article explores data trends from Q2 to Q3 2024, focusing on audience engagement across web and app platforms. Sensor Tower’s comprehensive data provides unparalleled insights, offering a distinctive view of cross-platform user behavior.

Everyday Health, Inc.

Everyday Health, Inc. maintains a robust digital presence with websites such as everydayhealth.com, medpagetoday.com, and whattoexpect.com, along with the Pregnancy & Baby Tracker - WTE app.

• Audience Trends:

  • everydayhealth.com: Experienced a steady decline in unique visits from over 3.5M in April to about 1.7M in September.

  • medpagetoday.com: Showed fluctuations, peaking at around 443K unique visits in May, before settling at approximately 296K by September.

  • whattoexpect.com: Maintained high engagement, with visits per unique visitor at around 5 monthly, though unique visits decreased from 2.5M in April to 1.9M in September.

• App Engagement:

  • The Pregnancy & Baby Tracker - WTE app saw stable monthly active users, hovering around 2.3M throughout the quarter.

• Ad Spend & Channels:

  • Total monthly ad spend fluctuated, peaking in August with over $200K, primarily driven by Facebook and mobile display channels.

WebMD, LLC.

WebMD, LLC. continues to be a powerhouse with its website webmd.com and the WebMD: Symptom Checker app.

• Audience Trends:

  • webmd.com: Maintained strong unique visits, averaging around 3.7M monthly, with visits per unique visitor typically at 2 or 3.

• App Engagement:

  • The WebMD app's monthly active user base remained steady, with figures just below 30K.

• Ad Spend & Channels:

  • WebMD's advertising efforts were robust, with monthly ad spend peaking in July at over $700K, largely through Facebook and desktop display channels, generating significant impressions.

Drugs.com

Drugs.com remains a trusted source of information with its website drugs.com and the Drugs.com Medication Guide app.

• Audience Trends:

  • The website maintained stable user engagement with unique visits consistently around 600K monthly.

• App Engagement:

  • The Drugs.com app saw a slight increase in monthly active users, rising to over 16K by September.

• Ad Spend & Channels:

  • No significant monthly ad spend was recorded, indicating a focus on organic growth and engagement.

Conclusion

In Q3 2024, Everyday Health, Inc., WebMD, LLC., and Drugs.com showcased diverse strategies in engaging audiences across web and app platforms. Sensor Tower’s comprehensive insights, including Web Insights and App Performance Insights, reveal the critical role of cross-platform analysis in understanding user behavior. These insights are essential for brands aiming to optimize their market presence in the ever-evolving health media landscape. Sensor Tower’s data-driven approach offers unique advantages for decision-makers looking to leverage these insights for strategic growth.

Explore more with Sensor Tower’s Products and Services.