Marketer’s Guide to Apple’s HealthKit

By | 2016-11-04T16:57:28+00:00 September 29, 2014|Healthcare Trends, Innovation, Insights, Technology, Viewpoints|

Heard the HealthKit buzz? This guide gets you up to speed on what HealthKit is and how you can use it. My goal is to get you through in 5 minutes or less. Clock’s ticking so let’s go!

What is HealthKit?

A single place to store and share your health information.

HealthKit is a single place to store all your health information from tracking apps — think fitness, nutrition, and sleep. It can keep track of measurements from tech-enabled medical devices like glucose monitors and inhalers and store vital information like temperature and blood pressure. It can also keep track of your medical profile information like height, weight, age, and gender.

HealthKit lets you share that information with other apps. Typical apps that want your shared data include dashboards, health analysis apps, and apps that will use your info to customize recommendations.

Why is this important?


Marketer’s Guide to Apple’s HealthKit (in 5 Minutes or Less)Before HealthKit, all health-related apps were mostly disconnected or had limited connections between a small number of selected partner apps. Now, after HealthKit, developers can be free to innovate without worrying about how to connect and with whom.

What you can do as a Marketer with HealthKit 1.0.

Here are a few HealthKit-related opportunities you can be thinking about now:

  1. Sponsor a health study—
    Partner with a leading academic medical institution to study how to use HealthKit-compatible apps to improve patient outcomes for those taking your product. You will be able to get great PR and, most importantly, you will help advance the knowledge of how these devices will help patients. No one has figured it out yet, and you can be part of the future.
  2. Host an Innovation Challenge—
    Get innovators and entrepreneurs all over the world interested in your therapeutic area. Pick a problem that doctors, patients, and/or caregivers currently have, make HealthKit a requirement, and let them go! Maybe the challenge winners (and you) will be featured in the next Apple promotional video on innovation!
  3. Make existing apps super/hyper/uber-personal—
    If you knew the age and gender of the person using your app, would it make a difference? Tailoring your content specifically by gender and age could make it more impactful and valuable to your user. Imagery and copy tone for different genders could result in the ideal motivation & inspiration needed for best results. You could even tailor the user interface to have bigger buttons for older patients and smaller ones for younger ones.

A hypothetical example: Let’s look at a quick example of how this could work. Let’s say there is current oncology research about how nutrition and exercise during breast cancer treatment can improve outcomes.

We develop a tailored app for oncology patients that provides recommendations on diet and exercise from an oncology dietitian and an American College of Sports Medicine-certified cancer exercise trainer. Patients then use popular apps like Lose It! and MyFitnessPal to track their diet and exercise. That tracked information can then feed back into your app to analyze their progress.

And that’s it. You don’t need to build the ultimate tracker tool to add value to your patients and doctors. HealthKit lets you focus on your area and what you know best.


Hope this was helpful, digestible, and less than 5 minutes. If you are interested in discussing how HealthKit can work for your brand, please reach out to me at

About the Author:

Ben Putman
SVP, Creative Technology and Innovation

Leave A Comment