Leading Brands in GB Health Care Services: Q4 2024 Analysis

In the dynamic landscape of health care services, certain brands have distinguished themselves with significant digital footprints. This article delves into the performance of three leading brands in Great Britain: NHS Blood and Transplant (NHSBT), BetterHelp, and 23andMe, Inc. Utilizing Sensor Tower's comprehensive data across web, app, and advertising channels, we provide an insightful analysis of trends from Q3 to Q4 2024.

NHS Blood and Transplant (NHSBT)

NHS Blood and Transplant's digital presence is robust, featuring websites blood.co.uk and organdonation.nhs.uk, along with the NHS Give Blood app.

• Audience Trends:

  • blood.co.uk saw a fluctuation in visits, peaking in November at over 440K visits before a drop in December.

  • organdonation.nhs.uk experienced a consistent decrease in visits, ending December with about 27K.

  • The monthly deduplicated audience hovered around 110K across the quarter.

• App Engagement:

  • The NHS Give Blood app maintained stability with monthly active users around 21K throughout Q4.

• Ad Spend & Channels:

  • Total monthly ad spend increased in December to approximately $290K, with impressions peaking at roughly 70M.

  • Facebook dominated the monthly channel spend, with significant impressions in July, tapering off by December.

BetterHelp

BetterHelp's digital strategy spans its website betterhelp.com and the BetterHelp - Therapy app.

• Audience Trends:

  • The website observed a surge in visits in October, exceeding 1.9M, before stabilizing above 1.7M in December.

  • The monthly deduplicated audience remained steady, with numbers ranging around 170K to 180K.

• App Engagement:

  • The app's monthly active users peaked in October at over 47K, indicating a robust mobile presence.

• Ad Spend & Channels:

  • Monthly ad spend saw a significant decline from July's $4M to approximately $2M in December.

  • Facebook and Instagram were key channels, with TikTok also contributing notable impressions.

23andMe, Inc

23andMe's digital offerings include the website 23andme.com and the 23andMe - DNA Testing app.

• Audience Trends:

  • A sharp increase in visits to 23andme.com was noted in December, reaching nearly 450K.

  • The monthly deduplicated audience showed a downward trend, closing December at about 63K.

• App Engagement:

  • The app's monthly active users remained consistent, averaging around 28K throughout the quarter.

• Ad Spend & Channels:

  • Minimal monthly ad spend was recorded, with brief activity in November on YouTube.

Conclusion

In Q4 2024, NHSBT, BetterHelp, and 23andMe successfully leveraged their digital platforms to engage audiences, each demonstrating unique strategies in their web and app presence. Sensor Tower's unparalleled data capabilities provide invaluable insights into these cross-platform trends, showcasing the power of comprehensive digital analytics. For more detailed insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.