JACQUI HOGAN

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  Are you truly marketing your wellness wares?

  Jun 25, 2024

  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. When I worked on big name brands for big pharma, the briefing conversation might go something like this:

  “Product X has more side-effects than we’d prefer - can you find a way to present the research findings that will minimise attention to this?”

  “Sure, we can focus on positive findings, relegate side-effects to a small-type footnote, there are any number of different ways…”

  What I learned was that such strategies and techniques do not work in the long run. Truth will out, as the saying goes.

  This fact underscores the value of a genuinely good product - that is, a product that genuinely solves a problem for the end user. If you’re sitting on a great product or service, one for which there is genuine need and that truly can improve/contribute to the maintenance of good health and prevention of disease, you owe it to the world to bring it to the world - in all its glory!

  Start by identifying your audience and their (possibly literal) “pain points”, and be clear on how your product solves the problem. From this flows your brand story, which must be told across the territory (mainly digital real estate in the post-covid era) where your audience likes to spend their time. Cohesion and consistency of visuals and messaging are all-important.

  But this is no time for a marketing lesson - please do get in touch if you’d like to continue the conversation and/or create or increase visibility and market penetration for your health or wellness brand.

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