The advancement of technological heterogeneity in the 21st century has changed the landscape of how we live. Empowered consumers now make better decisions about their health without solely relying on traditional healthcare practitioners and try to manage the rising costs of medical and healthcare treatment.

The trend towards what we call “health consumerism,” has been widely catapulted by various social media channels and we’ve identified four health marketing tips that professionals in the health, wellness, and fitness fields can use to create a successful niche in the booming market.

 

Safer Alternatives

Surveys suggest that over 38% of adults in the U.S. are actively using some form of Complementary or Alternative Medicine (CAM) – with a mindset of wanting to use safer remedies: all-natural, alternative and herbal treatments are more affordable and side effects are less harmful compared to mainstream medications.

The curious and highly-informed health consumer will feel empowered about alternatives and supplements when marketers create content that is education-focused instead of sales-focused; which will drive more traffic and affect organic search (SEO) rankings.

 

Image of plants and herbal remedies for health and wellness in glass bottles on a table.

 

 

Health Communities

Organic and gluten-free have become two of the nation’s biggest buzzwords as more research has been released about how the exposure to toxins and adverse side effects affect overall health and well-being.

Clean eating and buyer spending is expected to grow exponentially as consumers are willing to pay more as a way to preserve their vitality. Physical activity has grown as the number of active gym members has increased by 19% from 2008 to 2014.

The organic food industry generated over $47 billion in 2016 and bottled-water consumption has become the soft drink market’s biggest competitor with 39.3 gallons drunk per capita- reaching an all-time high. This new passion for healthy lifestyles allows brands to build communities with different social media channels to stay more engaged and connect with like-minded users; while simultaneously allowing marketers to monitor consumer preferences.

 

Group of friends taking a selfie at a gym demonstrating the existence of health communities.

 

 

Tech Wave

The amount of cell phone users is expected to surpass 5 billion by 2019 and the use of active health apps has surged by 330% in just the past three years. 75% of active health app users open their health and fitness app at least twice a week – pointing to a greater level of satisfaction and improved daily outcomes in their lifestyle. Marketers who employ applications and organic email campaigns will find success in engaging consumers who are looking for information, resources and to manage services like online appointment setting and communicating with health experts.

 

Man using health and fitness technology to track health outcomes of a workout.

 

 

Customer Centric

The amount of accessible brand experience information has shifted away from solely relying on referrals from friends and families. More consumers are shopping around for the best customer experience and products which means that your website, emails and other social media channels should offer high speed and ease-of-user resources.  When polled, 25% of consumers reported that they would wait less than one minute when placed on hold by a customer representative – which means an exceptional customer experience plays a critical role in buying decisions.

 

Young woman in a call center offering expert customer service to people interested in health and wellness products.

 

The changing dynamic of healthier-living has created a plethora of opportunities to pivot your health marketing tips – download our full report: 9 Drivers of Health Consumerism for more tips and contact our experienced marketing team to assist in elevating your brand.

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