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10 Best Practices in Health and Wellness Marketing

In the health and wellness industry, effective marketing can be the difference between relative obscurity and resounding success. With consumers becoming increasingly health-conscious, it’s crucial for health and wellness brands to stand out.

The health and wellness marketing group at Motion, one of the top advertising agencies in Chicago, has compiled a top 10 list of best practices in health and wellness marketing to help your healthcare, medical or wellness brand thrive in this ever-changing industry. 

1. How do I define my healthcare brand’s identity? 

Your brand’s identity should clearly convey its mission, core values and unique selling points. Define what sets you apart in the health and wellness market and craft a compelling brand story that resonates with your target audience. Think about how what you have to offer intersects with the needs of your customers and/or patients. 

2. How can I better target my healthcare company’s audience? 

In health and wellness marketing, a one-size-fits-all approach won’t cut it. You need to really understand your target audience’s demographics, preferences and pain points. Further, you have to tailor your messaging to address their specific needs and aspirations, so they feel you truly understand them. Blanket statements and broad assumptions will come off as cold and corporate, so invest in developing communications that are authentic and relatable.  

3. Is content still king, even at the best integrated healthcare marketing agencies? 

Sure is. Create valuable, informative and engaging content that educates and inspires your audience. Whether it’s blog posts, videos or infographics, consistently provide content that adds value and positions your brand as an authority in the field.

Selling yourself is one thing, selling your expertise and credentials is another. You can create market differentiation with strong brand storytelling, while building credibility with a steady stream of trusted content. The more your customers and patients see you as an authority on what you do, the better they’ll feel about coming to you when it counts, and counting on you when it matters most. 

4. Do the best healthcare and medical marketing agencies integrate social media? 

Contrary to what you may have heard, health and wellness brands can thrive on social media platforms. Yes, there are regulatory factors and other service considerations to plan for, but they’re worth investing in because the path to relevance requires going to where your customers are. And these days, especially, they’re all on social.

An agency with examples of social in healthcare can help you establish a strong presence on platforms like Instagram, Facebook, TikTok and Pinterest, where visual content can showcase your products or services effectively. Engage with your audience and foster a community around your brand. Adopt best practices by channel and generate content specific to each one; don’t repurpose traditional campaign assets for social distribution. Consumers can sniff out repurposed ads and will thumb them away as fast as they can. 

5. Does influencer marketing work for healthcare brands and healthcare industry clients? 

Partnering with influencers in the health and wellness space can expand your reach and credibility. Choose influencers whose values align with your brand, and collaborate on authentic, informative content.

Not sure where to source them? Partner with an integrated marketing agency like Motion. Not only do we boast expertise marketing in the healthcare and wellness industries, but we also have an in-house content and social media group that can help you plan and execute an effective influencer partnership.   

6. Is email marketing is still viable for healthcare companies and wellness brands? 

Yes. Build and nurture your email list. Use email marketing to share valuable content, promote new products or services and keep your audience informed and engaged. Personalize your emails to make your subscribers feel valued.

And while click through rates may be low at times, rest assured your brand name in their inbox is another valuable brand impression whether they have time to open what you’re sending or not. Test different types of content, experiment with deployment dates and times, and critically evaluate open rates. A good partner with CRM and EM marketing experience can help you run an effective email marketing program. 

7. Do healthcare marketing specialists still recommend search engine optimization (SEO)? 

Yes. Optimize your website for search engines to increase organic traffic. Conduct keyword research and create content around relevant search terms. An SEO-friendly website ensures that potential customers and/or patients will find you when they need your products or services. 

8. How important is mobile responsiveness in web design for healthcare brands? 

Super important. Ensure that your website and marketing materials are mobile-friendly. With an increasing number of users accessing information on mobile devices, a responsive design is essential for a seamless user experience. 

9. How can my healthcare brand make better, data-driven decisions? 

Use analytics tools to track the performance of your marketing efforts. Analyze data to identify what’s working and what isn’t, allowing you to make informed adjustments to your strategy for better results. 

10. Do the best healthcare agencies tap into customer reviews and testimonials? 

Of course! Encourage satisfied customers to leave reviews and testimonials. Positive feedback builds trust and credibility, making potential customers more likely to choose your brand. 

Looking for top ad agencies that specialize in health and wellness? 

You’re not alone. Marketing for health and wellness brands requires a strategic approach that caters to a health-conscious and discerning audience. By following these top 10 best practices, you can create a strong brand presence, connect with patients or customers and, ultimately, drive success for your health and wellness business. Remember, the key to effective marketing is a combination of consistency, authenticity and a deep understanding of your audience’s needs. 

Contact Motion today and let us help you navigate the healthcare marketing landscape with equal parts speed and confidence.