Put audiences at the center of your marketing efforts. An omnichannel approach is a powerful tool for addressing consumer needs.
There’s not one path to wellness, and consumers are increasingly finding their own way forward, choosing the channels, content, and experiences that best suit their needs.
To support more people on their journeys to wellbeing, health and wellness brands need to understand their preferences and meet them where they are. What are people looking for, how and where do they engage, and what helps them actually take action toward their goals?
With the right audience insights and touchpoints, customized for specific wellness verticals, your brand can build an omnichannel strategy that keeps consumers at the center while driving healthy actions. Here’s what today’s wellness consumers are looking for from your brand.
1. Consumers Need Expert Insights on Health
Consumers like to do their own health and wellness research, but they are also concerned about misinformation. Health information is more impactful when it is written and checked by experts, helping audiences avoid information overload and take action with confidence.
Seven in ten people check if health and wellness information is from a trusted source before they pay attention to it
48% of people searching for health and wellness products on Healthline say expert recommendations are the most helpful information for making product decisions
Meet the Moment: Be intentional in providing audiences with accurate resources, while meeting them where they are to make the biggest impact. Across channels, advertisers can fight health misinformation with expert-backed information.
2. Consumers Flock to Engaging Video Formats
Health and wellness consumers want more than expertise — they want engagement. Today, that often means video content, whether on-site or on social. YouTube is today’s dominant channel for video, as 70% of the U.S. watches YouTube at least once per month. In 2022, Youtube was the leading social media site for health information, ahead of Facebook, Instagram, and TikTok, and for all age groups. Done well, videos can be a highly effective way to inspire wellbeing.
46% of people who use YouTube for health information find it useful for physical health, and 39% for mental health
43% of people who seek to make a healthy behavior change face a lack of motivation as they work to accomplish their health goals — video is inherently action-oriented, with how-to videos of workouts, recipes, and more
Meet the Moment: Don’t miss an opportunity to engage and inspire your audiences. Video is an effective medium for inspiring people to take action, and with so many people using YouTube, brands should make sure they are active on the platform.
3. Consumers Need Actionable Steps Toward Wellbeing
Many people say they have trouble getting started with their health goals, with 37% of people who seek to make a healthy behavior change saying they feel too overwhelmed. Consumers benefit from personalized frameworks that make it easy and fun to work toward wellbeing. They want solutions that help them take the next step, at every stage from information-gathering to purchasing products. Two of the most important drivers of usage for health information sites are:
“Helps me feel more confident about my health choices”
“Helps me take steps toward greater wellbeing”
Meet the Moment: Meet consumer expectations by offering actionable solutions that feel personalized to their goals, at the right point in their journey. Tailored resources help audiences, but also yield data that allows marketers to better understand and deliver more of what audiences want.
Take An Omnichannel Approach to Wellness
At the heart of an omnichannel approach is a deep understanding of your consumers. This understanding allows you to show up where your consumers are engaging, offer them the right kind of resources, and make an impact at the moment when your message is most relevant to their needs.
At Healthline Media, we are equipped to help advertisers reach and empower audiences thanks to our unique, data-driven insights into consumer needs and behavior, as well as our solutions that put these understandings into action. Whether editorial, video, or data-focused, we give marketers an opportunity to connect with their audiences when and where it matters most, driving wellbeing for all.
Partner with Healthline Media and leverage our solutions to help consumers find their best path forward. Get in touch today.
Seven in ten, leading social media site, 46%, 39%: Healthline Media Health & Wellness study. Survey of 1,269 U.S. consumers. Data weighted to be representative of U.S. adults. Sep 2022; 48%: Healthline Decision Content Personas survey. Sample of 542-563 U.S. consumers. Feb-Mar 2023; 3:13, double: Internal Healthline Media Campaign Report. Mar 2023; 70%: YouTube Data, Global. Mar 2019; 43%, 37%: DTC Behavior Change survey. Sample of 786 U.S. consumers. Feb 2023; 1,500%, 3:30: YouTube Analytics. Data Reportal. Q1 2023 vs. Q1 2022; Second and third: Healthline Brand Tracker: Q1 2023. Survey of 1,005 online health content or service users. Mar 2023; 37%, 25%: Healthline Media’s Google Ad Manager. Aug-Nov 2022.