JACQUI HOGAN

Which word in the above sentence do you believe is most critical to gaining traction for, and successfully selling, your wellness product or range of products? Is it “marketing”? Is it “wellness”? Should the word “digital” feature? Well, for my money, the word that deserves the most attention is “truly”. The value of authenticity cannot be understated and, from my experience, it’s the road less travelled for many marketers, and especially those in the “healthcare” (aka pharmaceutical) industry.…

If you’re in health and wellness, you’re in the right sector. According to the Global Wellness Institute (1), the global wellness economy was worth $4.4 trillion in 2020, and is predicted to grow to $7 trillion by 2025. The wellness economy is made up of industries that help people improve their health and integrate positive habits into their lives - think diet, exercise, personal care, traditional and complementary medicine, motivation and mindset. In marketing terms, health and wellness can be…

As a dietitian with a heavy caseload of obese and diabetic patients, aspartame became one of my best friends. “Go ahead and drink as much sugar-free fizz as you like”, I would gaily instruct my patients, happy to offer a carrot, rather than a stick, for a change. We dietitians were all over aspartame which, we were assured, was perfectly safe (and effective, of course). Imagine my surprise, then, to learn that the International Agency for Research on Cancer (IARC, the cancer research arm of the …

Aw, you gotta love AI. Seriously, you gotta! Because it looks like that's the direction of travel, whether you're coming along for the ride willingly or, God forbid, unwillingly. Content marketers can breathe a sigh of relief at the arrival of ChatGPT, for example. No more sweating over how to write a sea of content at lightning speed - problem solved. At last, digital strategists have a question-answering tool that can generate long-form content automatically, and quicker than mRNA transcripti…

Just recently, I’ve had the pleasure of working on a wonderful app, that has tested my UX writing skills - specifically microcopy writing skills - to the max. What could be so difficult about microcopy, I hear you ask? Fewer words surely equals fewer creative and practical decisions surrounding words on the page, does it not? But hang on a moment. All words are not created equal. This is an important point to remember, especially for those who believe in paying Copywriters by the word (don’t get…