As the pandemic has taken the world stage, the health and wellness product market has experienced an explosive boost in growth in 2020.
Now, the wellness industry is on pace to become a $5.54 trillion industry by 2022.
However, with such a rapid level of growth also comes a larger number of new competitors flooding the market, making an already crowded marketplace even harder to stand out in. This is why how you approach your health and wellness product marketing can mean the difference between selling out or going virtually unnoticed by your target audience.
Why Is Health and Wellness Marketing Important in 2020?
For over a decade, consumers have been increasingly becoming more informed in regards to how to manage their own health. However, with the current global pandemic, having access to at-home, do-it-yourself healthcare options have become a must for the new “crisis-oriented” consumer.
This is why a number of affiliate marketing health products such as essential oils and direct-to-consumer supplement brands have experienced triple-digit growth throughout 2020. And as the pandemic is expected to stretch on for at least the first half of 2021, leveraging the best health and wellness digital marketing strategies will be key in not just growing brand awareness, but in also driving sales.
In an already supersaturated health and wellness marketplace, how can brand effectively differentiate themselves?
The answer is simple: by using unique health product marketing strategies.
Effective Marketing Methods for Health and Wellness Brand
Here are the top approaches to consider as you craft your health product brand campaigns.
- Make your health and wellness brand stand out
Determining how you want your brand to be perceived in the market is the first step to standing out and attracting new customers. This can include identifying what types of experiences you want your customers to have and what emotions you want your health and wellness products to evoke for users. Taking the time to carefully plan your logo, selecting your tagline, choosing brand colors, and detailing your packaging imagery are all important components to consider when solidifying your health product branding.
The best way to craft your branding is by studying your target audience and determining what features, benefits, words, and messaging may instantly resonate with them.
By infusing these components in your health and wellness product marketing is a highly effective way to create campaigns that will move your target audience to buy.
2. Set up an engaging product website
Contrary to popular belief, what you sell is actually a small part of the customer experience. How you sell your health and wellness products are a much larger piece of the sales equation. Making it convenient and accessible for customers to experience your product online, on their own time is one of the most important sales drivers for health and wellness products.
By establishing a website you’re able to not just sell straight to consumers, but you can have a central place for them to refer to for recommendations, to read reviews, and to see the full lineup of health and wellness products you have to offer.
3. Use social media to promote
If your website is a great vehicle to sell your product, then social media is the avenue to bring it to life and connect with your customers. With over 66% of consumers using social media as a research tool before buying a health product, getting in front of your target audience with intriguing posts and videos is critical to boosting your sales. Not to mention by posting on social media you’re able to expand your audience reach and make it easier for new customers to find your health product.
Following in the steps of the most successful wellness network marketing companies, it’s important to choose your social media platform wisely based on what channels your target audience uses. For older customers, having a strong Facebook presence would be ideal. Whereas for a younger demographic, using Instagram or Snapchat may be better social media platforms to pursue.
4. Offer a health-related app
With one in five adults, in the United States, using at least one health-related app, offering a mobile app is the smartest way to stay in front of consumers. Through an app, consumers can interact with your brand on-the-go and you’ll be connected with them to better nurture them through their customer journey.
Sending app push notifications or sharing special promotions through the mobile app are all low-cost ways that you can enhance your health product marketing. Not to mention the treasure trove of data you can collect when customers engage with the app that will better position you to know how customers are using your product and how you can take their user experience to the next level.
- Showcase your natural ingredients
When it comes to choosing between two similar health and wellness products, 75% of consumers are actively seeking out those that offer natural ingredients. If your product uses natural or organic ingredients, you’ll want to make that a consistent (and stand out) point across all of your health product branding campaigns. To go a step further, educating consumers on what the natural ingredients are, how they work, and why they’re effective can help you further differentiate your product in the market. Not to mention, by infusing these educational components in your messaging it will help establish your wellness brand as the one to trust.
- Make inclusion a top priority
In healthcare, a one-size-fits-all approach does not work to get results.
The same is true for your health and wellness brand. The wider range of people your product can work for, the better brand engagement you’ll be able to achieve. If your product can be modified and used in different ways to help a wider audience achieve their health goals, then be sure this is explained as part of your health brand marketing messages.
Likewise, showcasing a diversity of users on social media, in testimonials, and across your promotional campaigns are also an important way to signal the inclusive aspect of your product.
Allowing users to customize their experience with your product to meet their needs and preferences can also be a key differentiator for your brand. For example, if users are able to track their own progress, input their own health goals, or otherwise get tailored recommendations through an app or website as they interact with your product, then this can be leveraged as a critical selling point.
7. Targeted content
Consumers want to feel special, especially when they invest in a health and wellness product. According to Accenture, 91% of consumers will choose a brand that offers personalized marketing over one that does not. By gathering key customer data and using this intel to craft highly specific brand messages for various customer segments, health and wellness brands can speak the right language to the right consumers, at the right time.
When determining the best route to market health products so consumers will naturally want to buy them, it ultimately comes down to using a combination of health and wellness digital marketing approaches. How to choose the right group of strategies for your specific health product will depend on who you’re targeting and what online channels they use.
If having customized support to dial in on the perfect health and wellness marketing plan would benefit your organization, then let’s connect. Coming up with strategies to creatively grow your business isn’t always simple or easy. If it were, there would be far fewer hospitals going out of business. If you need some help figuring out what next step is right for you in your business, I’d be happy to work with you. Drop me a line or check out my consulting options to get started.