5 Ways to Market your Wellbeing Products
Do you sell health and wellbeing products? One of the questions I get asked a lot by product-based business owners I work with is whether marketing for health-related products differs from marketing services in the same industry (or other products in different industries, for example). Based on my experience, knowing how to market healthcare products effectively has a lot to do with focusing on awareness and education in your marketing.
While of course, these elements should be part of the marketing strategy for each and every business in the health and wellbeing space, they become even more important when you sell a product that can help someone with their health and wellbeing.
So what are some of the best ways to promote your health-care products?
1. Speak to your ideal customers
Working out who your ideal clients are should be one of the first tasks any business carries out. Your ideal client persona is at the very heart of your marketing strategy. And it’s not, it definitely should be. It goes without saying that if you don’t know who your products are for and why your potential clients need them, you risk marketing to everyone and not attracting anyone at all. And certainly not getting the attention of the people who could benefit from your products the most. So make sure you do the work upfront.
- Who are your ideal customers?
- What are their needs and wants?
- What are they currently struggling with?
Once you’re clear on your target audience, keep them in mind when making decisions about your product. From the ingredients, it contains (or the parts it’s made with), where the materials come from, what it’s called, how much it costs, what colour the packaging is, etc. Even the strapline and the colour scheme on your website should reflect your ideal client! Remember, this is your business and your product. But the spotlight is on your ideal client. Everything about your healthcare product should speak to them, not necessarily to you.
2. Share your story
Product features and specs are always important. Savvy consumers want to know exactly what they’re buying and what they’re going to get out of a product. However, it really isn’t just about the features. When selling healthcare products, you’re trading in a crowded market. How are you going to make sure you stand out? How is your product any different from the cheaper supermarket brands, for example?
So if you sell vitamins, why should someone buy from you and not from a bigger or most renowned chain out there? How are you going to convince your ideal customers that your product is what they need to complement their diet, for example? With so many options and alternatives available and with so many diets claiming to be the healthiest for you (or the only ones that work), how can customers know what’s right?
This is where your story comes in. Yes, people buy products and want to know the WHAT. What they’re buying and what for. But they also want to know the WHY. And not just why they need it, but also why you are selling this product. What’s the story behind it? Behind your company? When it comes to choosing an independent brand over a bigger and more established one, remember that people buy from people. Why should they come to you instead of heading over to your competitors on the high street?
3. Share free, informative content
If you’re selling healthcare products and want to educate your potential clients about what your goods, content marketing should be a big part of your marketing strategy. What do we mean by content marketing? In a nutshell, it’s what it says on the tin – promoting your business through content. Content is information. Engaging, entertaining, and educational information that you can choose to share in whatever media or channel you think your audience will respond better to. Find out where your ideal clients are and make sure you put out content that they’ll be able to see. Wherever that might be. So if they’re on Facebook, for example, that’s where you should be.
Create a plan for reaching out to your ideal customers and spend time educating them on your products. Once again, this is a great way for them to choose your brand over your competitors’. Over time, when your prospective clients learn from you and get to know your story, your brand, values and core messages, they will start to know, like and trust you. And when they’re ready to buy, they will.
4. Sell the transformation
I touched on this in the points above, but it’s key. Do you know what your ideal clients’ pain points are? Do you know what they’re currently struggling with? Can you describe, with confidence, what their life looked like before they bought and used your products and what it looks like now? What is the transformation that you can promise your customers?
Once you’ve identified and articulated the transformation your ideal clients can expect from using your healthcare products, you should sprinkle it across everything you do in your business. Your messaging, your branding, your copy (and everything else in between) should focus on showing your target audience what they can achieve by using your products. Again, make sure you don’t just tell them about the features and benefits. As much as you can, through your sales page, your newsletters, your testimonials (more on that later) help them see that real people, just like them, are getting the results that your prospective clients are after.
5. Share case studies and result-based testimonials
What’s the best way to convince your prospective customers that they need the products you offer? Showing them that they work. So use testimonials, reviews, and case studies from your current or previous customers to demonstrate to your prospective clients that what you sell really does work. And the beauty of sharing testimonials is that your target audience doesn’t just have to take your word for it – they can hear it from the horse’s mouth!
Remember though – not all testimonials are created equal. So make sure you collect result-based testimonials that really do show the ‘before and after’ of someone who wasn’t using your products and now is. You can read more about how to put together honest, result-based testimonials in this post.
Would you like some help?
So, do you feel the points above are an integral part of your marketing strategy? Are you clear on who your target audience is? And are you educating your prospective customers about your healthcare products? Or could you be falling into the trap of focusing on features too much? Are you sharing your story and showing your prospective customers what transformation they could go through by using your products?
If you’d like my support to create a marketing strategy that includes and takes advantage of all these elements, I can definitely help. As an experienced Marketing Consultant, I can work with you to create a plan for you to promote your healthcare products in the best possible way for the particular stage of business you’re in. Click here to get in touch and let’s discuss how I might be able to help you.