Design and Marketing mHealth Solutions for Patients Undergoing Bariatric Surgery: A Qualitative Analysis of Stakeholder Requirements

Findings translate into practical marketing implications including phase-specific targeting, dual stakeholder engagement strategies, and equity-centered approaches that address healthcare disparities. This study highlights limitations in existing behavioral frameworks when applied to healthcare contexts and identifies key areas where adaptations are needed, particularly around healthcare provider endorsement and balancing engagement with clinical appropriateness. The findings point toward the need for specialized mHealth marketing approaches that can navigate between commercial objectives and healthcare requirements.