Health and wellness products help to fill in lifestyle and nutrition gaps for customers. Millions of people rely on them for energy, vitality, and beauty. For brands in the health and wellness space, finding ways to let customers experience products is one of the biggest challenges. How do you connect customers with wellness products? Keep reading to learn how brands can emphasize experience to build brand loyalty and awareness.
The Importance of Health and Wellness Products
Diet alone isn’t enough to provide humans with the nutrients they need to perform and thrive in modern life. While diet is the bedrock of healthy living, supplements and wellness products fill in important gaps. A look at the inadequacy of immune health nutrients published in 2020 found that between 15% and 95% of the U.S. population had a prevalence of inadequacy for nearly all of the core vitamins and minerals needed for immune, organ, and brain health. As life gets more hectic, consumers are looking for fast, easy solutions to optimize their health. Here’s how brands can answer the call.
How Brands Can Help Consumers Experience Health and Wellness Products
In order for customers to see how wellness products can change their lives, they need to experience the benefits for themselves. The way to achieve this is something called experiential marketing. Unlike traditional marketing that simply broadcasts messaging at a customer, experiential marketing invites the customer to be a brand participant.
Health and wellness products allow consumers to target specific gaps in their own wellness journeys. That’s why experiential and interactive marketing initiatives for wellness brands should be based on the concept of empowering the self-advocating customer. Here’s a look at how brands can encourage customers to take active roles in their own health stories through the power of experiential marketing:
- Become a Trusted Authority on the Issue: Brands promoting health and wellness products that solve specific issues can roll out useful, informative content that empowers people who are looking for answers. This can include a user-friendly website packed with information and resources, email newsletters, YouTube videos, and a strong social media presence focused on knowledge sharing. The focus of the content isn’t just “selling” products. It’s about providing need-to-know information that highlights how a product fills in an important gap for whole-person wellness.
- Develop an Online Community: User-generated content is powerful for boosting engagement. By building a community around shared values, interests, and struggles, a brand can link its customers together. Real customers can share how they are utilizing a product to achieve their wellness goals and overcome health hurdles. Additionally, this format provides brands with a way to track customer feedback and impressions. In addition to helping brands shape customer engagement, community input also puts brands in a position to improve products.
- Provide Samples: By creating a marketing funnel that allows customers to sign up to receive samples, brands can show customers the difference a wellness product can make. Research shows that customers are generally reluctant to try new products. However, data suggests that brands can win by getting customers to integrate products into their existing routines. By removing the “price commitment” of trying a product by sending free samples, brands can make it easier for their customers to embrace newness. After integrating these sample products into their routines, customers can be encouraged enough by the benefits they’re experiencing to officially purchase them.
As that presence grows, social media analytics can reveal which educational topics and product stories resonate most with customers.
What to Consider Before Using Health and Wellness Products
Brand integrity is critical in the health and wellness space. Prior to using products, customers must vet brands to see that they offer ingredient transparency. In the case of supplements, customers should also be made aware of any potential side effects or contraindications that would make a product unsuitable for some people. Finally, it’s critical for customers to understand how a product fits into the framework of the Good Manufacturing Practices (GMPs) that have been established by the U.S. Food and Drug Administration (FDA). GMPs keep Americans safe by reducing risks for contamination, improper packaging, incorrect formulations, and false labeling. Brands should indicate that all products have been assembled and packaged in FDA-inspected facilities.
Trust is the bedrock of the health and wellness industry. Experiential marketing for health and wellness products works because it emphasizes the “partnership” aspect that takes place between brands and customers. Brands that succeed in this space are advocates for taking back power over one’s personal health!
Show the Right Health Products to the Right Audience
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