How wellness brands can better reach prospective consumers

Healthline Media’s new Future of Wellness survey of 2,102 U.S. adults revealed that the vast majority of people are excited about health and wellness innovations. For example, nine in 10 feel that these technologies could help improve quality of life, and many of the people who are most interested in trying these technologies aren’t yet using them. This means some key groups, including those living with health conditions, are poised to be tomorrow’s most enthusiastic wellness consumers. As wellness marketers, are we ready with brand messages that speak to these prospective customers? While health-care brands already focus on those living with health conditions, wellness brands also need to be able to reach and help these demographics. In our survey, we asked respondents what they are really looking for from wellness brands. The following insights can help us better bring innovations to the full 90% of people who are excited about the potential of wellness brands. Prioritize accessibility to reach more people Above all, respondents are looking for brands to be accessible, with affordability and ease-of-use also sitting near the top of the list. Make a difference for those with health conditions Many people believe brands should help those with health conditions. This is the third-highest priority for respondents, on average. Communicate core values Brands have an opportunity to reach consumers by clarifying and sharing their core values. Marketers need to understand which values may especially resonate with key demographics. Reassure consumers by sharing research Today’s consumers expect brands to have done their research. Messaging should emphasize trustworthiness, effectiveness and safety. What this means for marketers today Those living with health conditions have particularly high expectations for wellness brands today. These same consumers may also be especially likely to see noticeable benefits from many wellness solutions. With this in mind, we have an opportunity to leverage the above insights and take steps to reach this passionate group of consumers. First of all, let’s emphasize affordability and ease of use in our messaging. These are top-ranked consumer priorities and can help widen our market. We should also actively demonstrate that we care for those with health conditions. Health-care brands are practiced at this, but wellness brands also need to show that we truly understand the needs of these groups and are taking action to help. And we can’t forget to communicate core values, since consumers today are drawn to brands that speak to their own values. It is important that as brands we are balanced on focusing both on these consumers’ quality of life as well as our own profits. As we speak to the 90% of people who are excited about our products, we can do so in a way that works for every body and mind. About Healthline Media Healthline Media drives well-being forward, leading 74 million people to take action and improve their lives every month. With our depth of insight, we meet people where they are in their personal health journeys and connect them with medically evidenced content, communities and solutions when they need it most. Trust, inclusivity and compassion for the human experience are at the heart of all we do. Healthline Media’s portfolio includes Healthline, Medical News Today, Psych Central, Greatist and Bezzy.

How wellness brands can better reach prospective consumers

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