In such a sprawling, diverse field, how can a health and wellness business reach its desired consumers and continue to stay relevant and discoverable to its target audience? It takes a strong, defined brand and multi-channel strategies to communicate the brand’s message consistently as the field evolves.
The health and wellness industry is a booming business, answering the needs of families, seniors, athletes, fitness enthusiasts and many others looking to maximize their physical and mental health. The desire to enhance our lives has led to a myriad of brands promoting exercise, stress management, anti-aging products and natural supplements that we incorporate into our daily routines.
Careful Planning Leads to Effective Branding
Planning your brand strategy is essential to get the best ROI on your marketing efforts. Without a solid plan, it’s easy to pour time and budget into efforts that don’t connect or convert. When you take the time to align your brand’s message, audience, and goals, your marketing becomes more focused and effective. Having a clear strategy upfront helps you stand out in the health and wellness space, and grow with purpose—without burning through your budget.
Brand Strategy in Health and Wellness
An effective brand strategy is a long-term plan that establishes a distinct and consistent visual and verbal identity. It will help you differentiate yourself from the competition, express your unique value to your customers and build their trust as you educate and inspire them. Your brand should be consistently expressed across all touchpoints—websites, advertising, packaging and in-person experiences.
Health and Wellness Brand Strategy in Action
The right branding starts with defining your niche. Who are your services designed to help? Once you have defined your target customer, think about how you will connect with them. Pinpoint the ways you can reach them with the solutions they need.
In the case of our client, Summit Physical Therapy, the practice was seeking to connect with more patients who could benefit from their areas of expertise, namely, athletes and local patients with specific ailments like TMJ and pelvic floor dysfunction.
Our team knew that patients search for information online about ailments before reaching out to a physical therapist, so we worked with Summit Physical Therapy to create content for their website that capitalized on what their patients might search for: pain management, injury prevention and information about TMJ and pelvic floor. We put this content on their website, used keyword strategies to help Google searches steer patients to the site, and used search engine optimization tactics to help their website rank highly for terms like “knee pain when cycling” and “physical therapy summit NJ.”
Brand Strategy and Social Media
People also search social media for answers. To reach these patients, Trillion collaborated with Summit Physical Therapy’s team of physical therapists to film topical reels featuring tips and information about specific ailments and injuries. We then published and boosted those reels across their social channels to capture the attention of very specific types of people searching for these topics, which helped to build their brand. Additionally, we leveraged local hashtags, geotagging, trending audio, and other in-app features to boost reach and connect with users located within a short drive from their office.
The strong branding was effective: Summit Physical Therapy saw a 21% increase in new patients and an overall 7% increase in revenue.
Bringing the Brand to Life
Health and wellness brands are often a combination of several elements, as was our client, Waverly DermSpa, a medical and cosmetic dermatology practice. Waverly was founded with the vision of providing superior skin care in a setting that’s serene and spa-like. Trillion worked with the founder, Dr. Maryann Mikahil, on Waverly DermSpa’s visual brand identity, creating a sophisticated, feminine, and beachy look paired with a sleek and modern website design. The website is built to house Dr. Mikhail’s growing library of skincare content that also helps bring prospective patients in touch with the brand.
With a clearly defined brand and visual identity, Trillion helped Waverly build out the brand further by crafting interesting monthly emails with useful articles, featured products, and monthly promotions. We also created and implemented marketing automation campaigns, including a promotional lead capture on their website, which helped their email list grow. Tracking open and click-through rates helps every email become more effective for the dermatology practice, continually strengthening the brand.
Using Logo Animation to Strengthen a Brand
A logo is an important part of your organization’s branding. Animating it can enhance the impact your brand creates by presenting your brand’s personality in a new way. Our team at Trillion designs logos with all applications in mind, and that almost always includes some level of video content, social media, or advertising applications in which an animated logo is an important component. A logo animation can enhance your website, email marketing, or email signature. It can also provide an interesting branding moment at the beginning or end of your video content.
Building A Customer Base
Strong branding will help find and retain your target customers. Health and wellness businesses depend on customer retention: repeat use of their services or products is essential to their stability and growth. Since health and wellness are intended to be a lifetime commitment, a strong brand that can attract and keep those who are dedicated to wellness will be able to grow and serve that group.
- A solid brand encourages patient loyalty and long-term relationships
- A base of long-time customers demonstrates your value to new customers
- Repeat patients are valuable over many years, both financially and through word-of-mouth referrals
- A healthcare brand aligned with the community can grow locally and partner with other institutions
Let Trillion Improve Your Brand Strategy
Our talented team of strategists, marketers, designers, social media and digital experts understands the special opportunities of a health and wellness brand. We are adept at the strategies needed to accelerate growth in the changing digital landscape. Reach out here to see how we can improve your brand strategy for health and wellness, or call us at 908 219 4703.
