Top 5 Tips to Win in the Health and Wellness Sector

27 Apr 2017|Added Value

An aging population, increasing education levels and the pressure of modern urban living are fuelling consumer appetite for products to improve our health. Fortunately, technology and advances in medical science provide plenty of exciting solutions. And it’s not just our bodies that are benefitting; brands that promise to improve our emotional and mental wellbeing are booming. Here are 5 tips to optimise your brand’s health in the health and wellness sector:

1 Communality and competition

Amplify your brand by shifting from “me” to “we”. Public health organisations are experts in leveraging our social nature in health promotion campaigns. Now brands are discovering the power of social in health too, and are even tapping into our inherently competitive natures. Pounding the streets every morning on a lonely dawn run? Boring! Joining a fitness community such as Strava and managing to run 10km a week further than your annoyingly fitness-focused best friend? Suddenly you’re springing out of bed to clock the miles.

2 Laughter is the best medicine

Boring health foods, hard-to-swallow pills and punitive exercise routines belong in the past. Successful health and wellness brands leverage the power of the positive. Morning Gloryville’s morning raves transform the humble exercise class into mass sunrise parties, fuelled by fresh juices and wholegrain porridge. Mindfulness took off when it moved from silent meditation to the altogether more joyful world of adult colouring books

3 Keep it simple

Technology is revolutionising consumer access to healthcare, simplifying once-complex procedures. How can it help you make health and wellness simpler, faster and better? Calorie-counters, tear up your tables and throw away your scales: simply point Diet Sensor’s simple scanner at your plate to instantly calculate the nutritional content of food, from calories to proteins, carbohydrates and fat levels.

4 Collaborate!

No wellbeing product is an island, and there are many opportunities to collaborate. As governments realise health as an economic imperative rather than just humanitarian, public-private partnerships will multiply. Leverage connections between the trinity of consumable products, hardware and services. Fitbit puts users in control of their health data, enabling them to DIY manage their fitness routines more closely than ever. But through its partnership with Fitstar personal training, it gives users another way to leverage this data and extend the utility of the brand.

5 Ask not “what can my brand do for health & wellness?” but “what can health & wellness do for my brand?”

As a global mega-trend, health and wellness will impact beyond categories directly related to health products and services. Ask yourself, what does a health-conscious consumer need from my brand? This approach has already paid off for Intercontinental’s EVEN hotels brand, that offers a hospitality experience dedicated to meeting every need of travellers that want to keep up their health routines on the road. The brand already has 6 properties across the USA and Europe, with 6 further openings in the pipeline.

Written by Jess Bower, Regional Qualitative Director, Kantar Added Value Singapore.

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