Health and wellness is a booming industry in the digital age. And it’s not just because the internet has made finding information easier than ever before. It’s also because more people are making health and wellness a priority, which has led to an increase in demand for exercise programs, digital therapeutics, nutritional products, immunity boosters, and mindfulness programs. In fact, the recent pandemic has highly impacted healthcare and wellness marketing strategies and channels across the globe.
Without a doubt, the health and wellness sectors are staying ahead of the curve when it comes to digital innovation, but there are still plenty of opportunities for progress, especially when it comes to social media advertising.
Health and wellness marketing has undergone a radical transformation in recent years. More and more brands are leveraging digital channels to spread their message and connect with their audience. There is no one-size-fits-all solution for health and wellness marketing, but there are certain trends that we see emerging as particularly innovative.
Innovative Health & Wellness Digital Marketing Trends
McKinsey & Company estimates, “the global wellness market at more than $1.5 trillion, with annual growth of 5 to 10 percent.” Despite the pandemic and the inflation, healthcare and wellness companies managed to thrive because people started to value the two more than ever. Healthy living, active lifestyles, and wellness are the “in” thing these days.
Since wellness is a hot topic right now, digital marketing trends for the wellness industry are on the rise. Companies that follow these trends will be able to create a better marketing strategy and provide content for their clients.
Let’s explore some exciting wellness marketing trends for digital sapiens.
Artificial Intelligence In Wellness Apps
The popularity of wellness apps is increasing as people want to take control of their health and well-being without having to go through the hassle of seeing a doctor or therapist. This is why sectors like fitness, mental health, and nutrition are all heavily investing in artificial intelligence projects that are looking into using AI technology to make wellness apps more personalized for each user.
AI-powered apps have the potential to change how we see our data, empowering us with knowledge about our bodies and habits. These apps are not just about fitness; they offer a variety of options like dieting, sleep tracking, meditation, and mindfulness.
CareKit helps patients recover from their illness within two weeks while traditional methods have seen a recovery rate of 12 weeks or more. The effectiveness of the app is attributed to its ability to monitor the patient’s condition without being too invasive while still maintaining a level of professionalism that can be found in conventional therapy sessions. People are using this app to manage illnesses like diabetes, recover from injuries, or achieve wellness and health goals.
Another wellness app, successfully using artificial intelligence, is CaraCare that lets you track a number of health issues like stress or chronic stomach ache. It creates a customized health and wellness diary.
Another app that uses machine learning is Calm that helps users sleep better, reduces stress, and improves focus.
Surely, by now you know that AI is no longer a futuristic concept – it is already here and it has the potential to help us with wellness. These are the main benefits of AI in wellness apps:
They can track your physical activity and suggest improvements
They can adapt to different forms of exercises
They can analyze your sleep patterns and provide you with personalized suggestions for quality sleep
They can learn about your diet habits and provide you with personalized dietary advice.
Excessive Social Media Marketing From Wellness Brands
With the rise of social media usage, marketers are leaning on this platform to sell wellness products. Marketers are being challenged to create content that is more visually stimulating and engaging than ever before just to get noticed amongst other brands on social media platforms like Pinterest, Facebook, or Instagram. The use of hashtags or sponsored ads is also becoming increasingly common in the wellness industry because marketers are trying to find new ways to attract people’s attention amidst an ocean of other health and wellness brands.
— TikTok (@tiktok_us) April 8, 2021
The types of content that are being posted on social media range from inspirational quotes to before-and-after pictures. Social media has created a new space for brands to share their brand story with consumers in an interactive way.
The following are a few motivational and inspirational post examples from wellness accounts on social media.
Notice how they have branded this image with their wellness logo and color theme.
See how the chai-scented oil bottle is placed next to a diffuser surrounded by earthen tones and textures.
Look at the way a theme is created with color, illustrations, shapes, and content.
Wellness brands are also actively making use of influencer marketing tactics, and using video marketing to promote nutritional products, therapy or fitness sessions, tips and techniques for DIY wellness, healthy recipes, webinars with doctors and wellness professionals.
See that they’ve put their brand logo on the side to watermark that the video is theirs.
Following are some tips to keep in mind when doing social media marketing for your wellness business:
Keep a keen eye on key performance indicators to know what type of content is most viewed and liked.
Don’t be random. Develop a strategy and try to stick to the plan unless something unforeseen happens. For example, the pandemic surely urged brands to change the way they provide services.
Build a community around your wellness brand and invite people to have conversations, share problems, give solutions, and interact. During this, you can offer them your products and services.
Building A Captivating Brand Story For Wellness Brands
Brands are the representation of the company’s aspirations, values, and what it stands for. They are not only an identity but also a tool for creating meaning through storytelling. It’s important for wellness brands to find their own unique voice and story. But distribution and marketing channels are no longer enough. Brands must engage with their consumers in a meaningful way by telling a captivating story.
The challenge with this is that many marketers think marketing is just about telling the story of the brand. But marketing is more than just storytelling, it’s also about building a relationship with your target audience through the story and then delivering them what they want.
An interesting example of this is Vintners Daughter that takes a holistic approach to wellness, catering to informed, empowered, and motivated consumers.
Tonal, a fitness brand, provides a great example of delivering brand story in a few simple lines.
The success of a wellness brand is determined by the same principles of any successful enterprise. The most important of these is the ability to build an intriguing story that appeals to the hearts and minds of the target audience.
Focus On Content For Wellness Blogs
There are many trends in the industry that have changed the way people view health and wellness content. The general idea of these types of blogs used to be broader, but now they target specific niches. This is because people want to know more about their interests and what they want to learn about.
Wellness blogs are an important trend because they help people live healthier lives by providing advice, resources, and content related to health and fitness topics. These blogs also tackle other areas like mental health, environmental awareness, self-improvement, and gratitude.
A great example of a wellness blog is Tiny Buddha that activates the mental and emotional abilities of people with posts on self-control, spirituality, breaking toxic cycles, good versus bad habits, dealing with failures, and much more.
Notice how they have featured their brand name on the wellness books and also added their graphic icon underneath to reinforce that the product is by them.
Another example is Mindvalley that shares motivational content around mind, body, and soul. They tend to focus on content that is authentic, informative, and engaging through real-life stories and tips from influencers.
Content marketing is not limited to standard blog posts or articles. It has evolved into video, webinars, podcasts, infographics, and social media campaigns. Wellness digital marketing trends are evolving with the changing times.
If you are an entrepreneur or business owner, you should know that there is a lot of money in the wellness market. This is because people are becoming more conscious about their health and they are willing to spend money on products that provide them with better quality of life.
For an overall successful wellness marketing plan, focus on the following:
Social Media Marketing
Wearables and Apps
Brand Identity Design
Stories (Brands & People)
With all these wellness marketing strategies, brands are empowering people with a vast trove of information, as well as the ability to manage their own well-being. The digital revolution has allowed for a new and unprecedented level of engagement and intimacy with consumers. This has led to a deep, intense form of marketing that is more personal, more effective, and more engaging than any other type of marketing we have seen before.
Are you marketing your wellness business the right way? Share your success story.
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