Aim Consumer-focused behavioral frameworks can guide mobile health (mHealth) solution development, yet their application in specialized healthcare contexts remains understudied. This research gathered key stakeholder insights to inform both development and marketing strategies for mHealth solutions supporting patients undergoing bariatric surgery.

Methods Semi-structured interviews were conducted with patients (n = 16) and dietitians (n = 24) using an interview guide aligned with behavioral frameworks (the Fogg Behavior Model and Hook Model). Participants were recruited through professional networks and social media platforms. Interviews were analyzed using deductive and inductive approaches to identify market segments and health marketing implications.

Results Analysis revealed three distinct market segments requiring tailored marketing strategies: recovery phase (early recovery, adaptation, maintenance), healthcare setting (private versus public), and stakeholder type (patients versus providers). Recovery phase segmentation revealed evolving consumer needs: early-recovery patients prioritized education, adaptation-phase patients focused on routines, and maintenance-phase patients sought sustainable behavior change features. Private healthcare stakeholders demonstrated higher willingness to pay for comprehensive features, while public healthcare required institutional approaches. Patients prioritized integrated functionality and user experience, whereas dietitians emphasized clinical safety and evidence-based content.

Conclusion 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.