How to sell health and wellness to consumers when they are sick and tired


three years ago Epidemicwith Monkey disease And Polio With so much looming on the horizon, it’s no wonder that many Americans are sick and tired of bad news. Public health. For the health and wellness industry, which relies on the worst-case scenario to get consumers to buy, traditional scare-tactic messages around preventive and curative care have entered the bad news echo chamber — because “appeals to fear are persuasive to many,” says Penn State professor of communication arts and sciences James Dillard. He wrote”, “Aggravation and escalation of fear must occur. For the message to be effectiveHe said.

In order to capture new audiences and consumers in this competitive sector, many wellness products aim to appeal to Millennials and Gen Z, inspired by lifestyle marketing strategies – and offering unusually pleasant reminders about preventative measures and home care. ways. The common thread throughout: highlighting the clinical and dangerous consequences of neglect, and focusing on the emotional benefits of empowerment and self-reliance—all while entertaining and entertaining audiences, especially on social media platforms like Instagram and TikTok.

Here are three signs of health at the forefront.

Sun Bum: Good education

In the year Since its launch in 2010, sun protection and lifestyle brand Sun Bum has avoided causing panic in a traditionally expansive industry sector. Scary-style message In Care Of Anti-aging And Skin cancer. Instead, the brand is based on Consumer education And Funny joke To drive home the brand message. This summer, Sun Bum broke the fourth wall in a DIY-style series, launching a four-part campaign showcasing the breadth of its SPF range.

In the sun care industry, prevention of serious health risks remains top of mind when it comes to consumer motivation – and Sun Bum’s marketing approach is more fun and memorable than intimidating. In May, the company launched its “Know the Places” campaign, which highlights all the same places, such as taco shops and zoological concerns.

“The goal was not to make skin cancer look easy, but to create a disturbing video series on Gen Z’s native Instagram and TikTok platforms to remind people of the importance of annual skin exams with their dermatologists,” Marketing Russell Radebaugh tells us. Fast company. “People buy products because they make them feel good. Our marketing is not about promoting the features and benefits of our products, but about telling stories that help people feel good and be a source of positivity in the world.”

Ollie: Just a good feeling

Founded 10 years ago, Oli focuses on the feel-good side of complementary marketing, approaching it from a lifestyle brand perspective rather than the more conventional of the sector. Ingredients: Sending a message. With bright, colorful packaging and plain language, Oli’s range of products – from multivitamins to sleep supplements to mood gums – makes it easy for consumers to understand at first glance.

“We’ve found that benefit-based ads (eg, sleep) and mood (eg, well-rested) resonate better with consumers than nutrient-driven messages (eg, melatonin),” says Jessica Heitz, Oli’s chief marketing officer. Fast company. “Many millennial-minded consumers do not find the vitamin and supplement category relevant to them. When traditional vitamin brands talk about the problems people face, Oli focuses on the benefits – and that approach has brought a whole new set of consumers into the vitamin aisle who might not have bought it before.

Sometimes, Ollie’s unusual campaigns are educational and symbolic, like this spring, when Ollie ran its “Big Feminine Power” campaign, which aims to transform what can sometimes feel like a hidden, embarrassing shopping experience into empowering self-care. Walking in the “street of opportunity”.

As of late, Oli has doubled down on social media platforms like Tik Tok and Instagram Reels, leaning into a real offering. In the year Like much of the retail industry in 2022, Oli found that its most effective marketing efforts were far from polished perfection.

“With the proliferation of Tik Tok and Instagram Reels, the content is moving away from the polished and perfect lifetime to something more real, raw and relatable,” Heitz said. “With our social mission focused on mental health, we’re weaving more ‘real talk’ into our content to make it visible to consumers. Gen Z cares about brands that make a difference and we promote our social mission in our markets.

Well: relevant and fun

In the year Welly, a first aid brand founded in 2019 by Mead & Ollie co-founder Eric Ryan and acquired by Unilever in 2021, launched its first national brand campaign this spring under the name “Happy Accidents,” targeting millennial parents of heart-pounding and related first-aid situations. – as outside Bloody kitchen disasters And in bubbles Caused by the new Doc Martens.

In June, the campaign will include a Tiki-Tok game filter where users move around the screen, holding colorful bandages on their faces, and which Welly has partnered with big mommy and me accounts. @greyandmama To spread the word. The playful and interactive Tiki Talk First Aid has garnered over 35 million views so far.


Tell me you’re a competitor without telling me???? Have you played the @Welly Be Welly game?! #Good partner #Welcome

Electronics 194 – Ashe and Spencer

Since its inception, restructuring issues such as “happy accidents” and reshaping the first aid industry. Wound centered Language is a pillar of Welly’s branding. From day one, the company has “focused on delivering an exciting message about healing,” said Laura Conlon, Welly’s vice president of marketing and e-commerce. Fast company. The evidence is everywhere, and the cutting banks are found in all the remnants of the “Jencho adventure lifestyle as a weight loss.”

“Consumers are smart—they do a lot of research when it comes to their health and wellness products,” Colon says. “Welly is focused on creating cultural conversations with our fans. First Aid, the focus on us, makes it much easier to find what you need, when you need it. For the upcoming brand expansion, many of our marketing efforts will focus on consumer education to find better alternatives to products they already use and trust, fun and easy to market.” They are, like our first aid line.


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