Using Product Marketing to Reach a Wider Health and Wellness Audience

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The days of “build it and they will come” are over. The health and wellness audience and market landscape is rapidly changing. With over 2 million health-related products available to consumers worldwide, getting your product to attract an audience takes both strategy and a clear healthcare marketing message. 

Health brands that succeed are those that have invested considerable time and money. They do due to differentiating their brand and being highly intentional with how they gain audiences for their product(s).

So, the question naturally becomes: “Why Is it important to get an audience for your product?

The obvious answer is sales

Without an audience for your product, your sales revenue will be minimal compared to the development. And also healthcare marketing costs you may put into it. That’s why it is critical before entering into the product wellness market to first identify the size of the potential target audience. And how your product can fill a current gap market.

That said, let’s unpack how you can broaden your audience and grow your brand.

Plan Your Health and Wellness Audience and Marketing Strategies

Solidify Your Brand.

Clarity is everything.

If you’re not clear on what you want your brand to represent in the eyes of your target audience. Then it will be very difficult to truly stand out in the market. 

That’s why any successful health and wellness marketing plan must start with getting clear on what the health brand is first. It is the healthcare branding that will (and should) drive all of the other wellness marketing strategies, especially when it comes to core messaging and content creation. It is also good practice to do in-depth market research to gain insight into what messaging and branding already exists in the market and how your health and wellness product can transcend and rise above what customers are currently seeing and experiencing.

Use Consistent Health and Wellness Branding Throughout Your Content.

When it comes to increasing brand awareness, consistency is key. 

From the brand color palette to the logo style, even to the brand voice that is used in your messaging. It is critical that all of these are consistent across all platforms. The goal is to create an immediate connection for your target audience. Whereby if they see an image, read a post, visit your website, or somehow interact with your product in the real world, they instantly know that it is your brand. The best way to achieve this is to spend time upfront on creating a Brand Bible that outlines all of the key components of your brand and use this as a guide for any and all new content that is made.

Optimize Your Social Media Presence.

The key with any health and wellness marketing plan is to leverage as many low-cost, yet effective marketing platforms. Social media opens up a huge opportunity to reach no fewer than 58% of the world’s population. Although many of these users may not be the ideal customer for your health product, it still represents an incredible funnel to start getting your product and health brand into the market, with minimal fitness product marketing investment. 

Not every platform is created equal, nor are all platforms appropriate for your audience. To truly maximize the results with social media. It’s important to identify which social platforms are the best for your target audience. And then create a content schedule with a wide variety of posts that will showcase your health product (including how it works and what key benefits it can provide).

Build a Responsive Website.

With more than 90% of adults using a smartphone to search the internet, it’s mission-critical to have a website that is both fast to load and easy to navigate on a smartphone. To ensure the highest quality user experience, you’ll want to consider the placement of text. How much text is visible, and how easy it is to access other pages on your website. The goal is to make it incredibly easy and self-explanatory for your target audience to get the information. And also to know what next step to take, if and when they are ready to buy.

Streamline Online Appointments.

It is estimated that 52% of all health and wellness-related brands offer some form of online appointment booking and telehealth options wherever possible. 

As such, to reach a larger audience, having this feature on your website is key. It’s important to keep in mind that customers are looking for convenience at every turn. And those health and wellness providers that are able to offer a real-time, on-demand experience will ultimately be able to attract a larger audience. Plus, by automating many of these features, and putting the power in the hands of the consumer, health, and wellness product brands can also reduce their overhead costs and offer better pricing on their products to consumers.

Develop an App.

In today’s hyper-convenient society, having access to what you need, when you need it is a key differentiator. Especially it is important when we talk about health and wellness brands. 

Having an app that houses all of the information customers need provides a seamless user experience. It gives customers convenience is a great way to increase both your brand awareness and your brand reach. For example, many health and fitness gyms, offer an app that tracks a user’s gym visits, time spent working out, calories burned. And also other important fitness information for them to monitor their progress. In addition, an app also gives you an additional touchpoint with your audience.  Enabling you to use push notifications to inform them of updates, promotions, or other services/products.

Generate More Patient Reviews.

Your target audience, especially those unfamiliar with your health brand, want to know that the products you sell are reputable and that they work. 

There’s no better way to drive this point home in your health and wellness digital marketing than by leveraging user-generated testimonials. Whether they are in video format and placed on your website or social media, or are text-based and highlighted on platforms like Google or Yelp – having reviews are paramount to your ability to generate brand credibility.

The most successful health and wellness product marketing strategies are rooted in finding ways to reach target audiences. Reach through the platforms they frequent and with highly compelling messaging that stands out. There are a host of low-cost and effective ways to increase your health brand’s awareness and attract new customers. However, the key will be in creating a strategy and being open to pivoting as needed.

Putting a health and wellness digital marketing strategy in place takes a considerable amount of research. This is due to ensure that the right marketing channels and the right target audiences are identified. To do this effectively, many health product brands partner with a seasoned digital marketing team. If you’d like to learn more, there are a couple of ways I can help. I am currently offering a limited number of short consultation sessions. As well as a VIP half-day session with me and my team for a deeper dive. If you’d like to set that up, or if you have any questions, just send me a quick email.