Your value proposition says everything about your health brand. Choosing a compelling one takes time, research, and the ability to find the perfect medium between what health consumers want and what your health brand can provide.
If you’ve yet to figure out what an effective value proposition is for your brand, or you’re contemplating a new one, considering high-value audiences and high levels of service could be the key to segmenting yourself from other competitors.
Defining Your High-Value Audience
The more you know about your audience, the better. I’ve already gone into the details of overlooked metrics for health brands, but now is a good time to dig deeper into how these metrics can help define some of your most valuable customers.
If you’re an e-commerce business, a good place to start is to determine which of your customers make more than a single purchase from you within a month. Once you know this, decide if you have any customers that make several purchases. If you can get enough data off of frequent purchasers, start there. If not, then focus on any customer that makes more than one purchase in a specific time period. If you specialize in larger items, select customers who make more than one purchase within a larger calendar period, such as a year.
This will be slightly different if you’re focused on lead generation or if you offer some type of service. In that case, focus on customer loyalty and determine which customers have been your customers for the longest.
Powerful value propositions propel sales—but they must be customized for segments. Men buying your product value different things than women and so on.
One of the most powerful positions is to determine what frustrates your customer. Every industry from cable TV to car dealerships has some way in which they frustrate customers. Finding that and building value around that frustration is one of the easiest ways to create extra value and true differentiation. Even in my own industry of ad agencies, our buyers really get frustrated with hourly billing. They feel “nickel and dimed.” When we eliminated hourly invoicing of clients, we created a far better service experience and our client retention increased.
Starting from Scratch
If you’re just starting out, then now is the right time to do some market segmentation research. If you haven’t already, build up customer personas. Consider your who, what, where, and why, then try to determine the current segment size for each and their potential for growth. The key to building a magnetic health-brand-value proposition is to get specific with who your health consumer is.
Determining who your key audience is and who is most likely to be a high-value customer can help you establish, or refine, the entire look and feel of your brand.
After You’re Done Researching, Do Even More
Once you’ve worked out or optimized all of your health consumer personas and combed through all of your existing data, you might feel like you know enough to choose your value prop. But with all of this in hand, now is a great time to do some user testing. One study concluded that companies that put human-centered design methods at the core of their growth strategy see a 228% higher ROI than the S&P 500.
Design methods consider the user experience of your website. Once you’ve decided who your high-value customers are, it makes sense to user test your existing website on them. Improving their interaction before putting money into a marketing campaign that targets them just makes sense. Consider this part of offering elevated service. And—it might just help you decide what areas of your service seem lacking.
What is a High Level of Service?
Once you know what’s important to your consumers, it’s much simpler to determine how you might serve them better. For example—if shipping is becoming a barrier during checkout, test an option where consumers get free shipping (you can make up for this cost elsewhere). Or if your target segment happens to be older and you sell large equipment that requires moving or installation, consider offering an option that includes moving and installation.
If you provide a health branded service, consider the amenities. A study that measured the anticipated use and the actual use of key amenities in hotels, discovered some obvious and not so obvious results. For example, guests preferred to work out in a fitness center over having private equipment in their rooms. The right amenity, catered toward the right health consumer, could truly health your brand stand above the rest.
Customer service also counts. Setting up a live chat or ensuring 24-7 access to your phone lines when customers have a question will help make your customers feel appreciated. If your customer skews younger, they might prefer a chat while older customers might find it easier to pick up the phone.
Bringing it all Together
Once you’ve determined your high-value audience, and successfully optimized any high-value services that support this audience, you’re in a great position to run a segmented ad. This ad could highlight one of your newly added services as an offer (like free shipping) while putting you in front of your key audience at the exact right moment. Just remember to continue collecting data and optimizing these things over the weeks following, to make sure you’re hitting your intended target.
Distinguishing yourself as a health brand in a crowded market can feel like a daunting task, but with the right data and a full understanding of exactly who your high-value customers are—you can build out a space for your brand that caters to the people who matter most.