Brilliant read. Maybe a topic for a future deep dive and something that could be explored in relation pear - identifying target markets based on advertising regulation. In the US, medicines are advertised everywhere on all platforms all the time and this is essentially unfettered by regulation. In stark contrast, other markets prohibit such advertising. The internet, podcast advertising and advertising that isn’t constrained by a jurisdictional regulatory requirement can completely circumvent laws but perhaps a key part of the target audience aren’t on the internet and so the advertising doesn’t reach them?! Just a hypothesis but would love to hear what pear’s marketing strategy was around this and fair enough if it was all US centric as it was the looses regulatory regime for advertising.
Yes, interesting point and one I haven't given too much thought to yet.
Pear were predominantly US based, so it shouldn't have been an issue for them. I haven't yet been able to find out too many details about Pear's marketing strategy and why it wasn't successful - I'm hoping someone who worked at the company might agree to talk to me!
I also know there are a lot of non-evidence based mental health apps that are marketing like crazy in these low regulation markets and growing fast as a result. I'll do a piece on this too and name names!
You've made me think of a few potential topics for future deep dives;
- Marketing for mental health startups - what you need to do to win (including case studies of good and bad).
- How to take regulation into account when choosing your target market
Limbic AI is really really interesting - glad I read till the end
They're a very cool company. I'm working on a much longer piece on them right now, watch this space!
Brilliant read. Maybe a topic for a future deep dive and something that could be explored in relation pear - identifying target markets based on advertising regulation. In the US, medicines are advertised everywhere on all platforms all the time and this is essentially unfettered by regulation. In stark contrast, other markets prohibit such advertising. The internet, podcast advertising and advertising that isn’t constrained by a jurisdictional regulatory requirement can completely circumvent laws but perhaps a key part of the target audience aren’t on the internet and so the advertising doesn’t reach them?! Just a hypothesis but would love to hear what pear’s marketing strategy was around this and fair enough if it was all US centric as it was the looses regulatory regime for advertising.
Yes, interesting point and one I haven't given too much thought to yet.
Pear were predominantly US based, so it shouldn't have been an issue for them. I haven't yet been able to find out too many details about Pear's marketing strategy and why it wasn't successful - I'm hoping someone who worked at the company might agree to talk to me!
I also know there are a lot of non-evidence based mental health apps that are marketing like crazy in these low regulation markets and growing fast as a result. I'll do a piece on this too and name names!
You've made me think of a few potential topics for future deep dives;
- Marketing for mental health startups - what you need to do to win (including case studies of good and bad).
- How to take regulation into account when choosing your target market
Thanks for the comment! Will keep you updated!
Steve