JACQUI HOGAN

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  How healthy is your wellness brand?

  Jul 19, 2023

  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 highly specialised, particularly if your audience is primary or secondary healthcare professionals. But the same can be true even if it’s the public you want to engage and persuade.

  At the professional level, health and wellness terminology must be respected to the letter if you are to connect with any credibility to your audience. Speaking eyeball to eyeball (or screen to eyeball, more likely) with a doctor requires you to know your sacrum from your cubitus. Mess this up and you’ve lost them, right from the word go.

  Of course, things get less intense with content for consumers - but the skill involved here is to render complex medical concepts simple and understandable, so that you can fully unpack your product proposition. In this case, you still need specialised healthcare knowledge to write content to meet consumers at their level of awareness.

  Industry knowledge in this area also enables web content to pass the analytics test. Choosing relevant key words, enhancing page metrics, encouraging click-thru’s and back-links, for example, will all be significantly bolstered where the writer is medically qualified. Even with softer products or services, understanding medical concepts, the healthcare system and the context in which wellness is bought and sold is key to crafting successful content. Writing must be accurate, penetrate the depth of the subject and be persuasive in terms of call to action. 

  The bottom line is, if you’re in the business of marketing products and services that support human (or veterinary) health, choose a copywriter who understands medicine, has scientific competency and is, ideally, professionally qualified. They will give your brand the specialised attention it deserves, and position your product with poise and ease - first time round..

  Jacqui Hogan is a qualified dietitian and experienced healthcare advertising copywriter, specialising in health and wellness content. For scientifically accurate, industry appropriate web page, social media and long-form content, email campaigns and direct response marketing, here's where to find her. 

   

  1. https://globalwellnessinstitute.org/press-room/statistics-and-facts/

   

  Photo by Nora Topicals on Unsplash

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