From Himalayan salt lamps to all-natural sleep aids, are health and wellness products just a fad or a potential business opportunity? These trends might come and go, but health and wellness products and services are constantly in demand. Think about how popular aerobics were back in the 80s, the juicing trend in the 90s, and the rise of weight-loss cereals in the early 2000s.
Today, consumers perceive wellness from a wider perspective that covers everything from physical health to mental well-being. Modern consumers also have access to a greater variety of products and services through various platforms, which means the potential to start or grow a health and wellness business is huge!
Want to tap into the huge customer base of the health and wellness industry? A comprehensive marketing strategy can help, and it starts with finding the right copywriter.
What traits should you look for in a health and wellness copywriter?
Empathy
Just like a patient requires care and compassion to treat their health problems, a health and wellness copywriter should possess empathy to convey a sense of care and understanding. This is essential when addressing sensitive and personal topics related to health and wellness. When a copywriter is able to understand and share the feelings of their readers, they can create content that resonates with them, addresses their pain points, and offers a solution.
Back in 2013, natural gas company DCP Midstream needed to reduce healthcare costs among its employees. How could they ask their employees to live healthier lifestyles without preaching or pandering to them in an annoying and invasive way? They decided to convey the message from within — literally — by launching a “Listen to Your Body” campaign that used handcrafted felt organs to deliver messaging in a disarming and appealing way. The campaign attracted over two-thirds of the company to participate in the DCP Wellness program.
Industry Knowledge
In the health and wellness industry, expertise is essential to gaining customers’ trust and loyalty.
A health and wellness copywriter should have a solid understanding of the industry. They should be well-versed in the latest trends and write about complex health topics in a way that’s easy for the audience to understand without oversimplifying or making false claims.
In 2017, Fortis Healthcare ran a print campaign that highlighted the importance of identifying gastrointestinal-related issues to prevent chronic ailments. The ad used specific words like “out of tune” to describe symptoms, accompanied by an image of a bagpipe to help the reader vividly imagine sounds made by the stomach when it is uncomfortable.
The copywriters made no mention of stomach diseases with unfamiliar names like “peptic ulcer disease” or “gastroparesis”; instead, they used simple, general terms to clearly explain the symptoms. Lastly, they created a sense of urgency for the reader to encourage them to seek treatment with a specific CTA and a possible outcome.
Creativity
It takes a trifecta of creative ideas, captivating copy, and striking graphics to capture your audience’s attention and set your brand apart from the competition.
Personal health and medical care may seem like a dry and unfamiliar topic to many, but a skilled copywriter can make it engaging and interesting by flexing their creative muscles. Your copywriter should be able to create unique content with a range of elements and techniques without resorting to cliches or overused industry buzzwords!
Take this advertisement from EyeHealth1st, an optometry booking platform in Australia, as an example. Its eye-catching graphics, specific messaging, and unique copywriting are what make it a memorable ad!
The iceberg with an exposed eyeball floating above the water conveys a strong metaphor: it encourages the audience to look “beyond the surface” when it comes to underlying eye problems. The sentence, “There’s a lot you don’t see. But your local optometrist will.”, implies that you cannot detect eye diseases with your own eyes but a professional optometrist can, which is why you should visit one.
Great copywriting complements the visuals too! Do you notice how the opening hook “There’s a lot you don’t see” is written in a larger font than “But your local optometrist will”? Larger fonts emphasize key information, while supporting details are in smaller fonts for improved legibility. The ending of the copy instills a sense of urgency and pushes readers to act by explaining what will happen if they don’t get their eyes checked.
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The health and wellness industry is an exciting market with so many potential pathways for a business to succeed. If you’re already tapping into this billion-dollar industry, why not invest in some quality copywriting that’ll make your business stand out?
With the right copywriter on your team, you can create content for your brand that not only informs and engages your audience, but also drives conversions and grows your business in this competitive industry.
Our wordsmiths are here to help you craft a unique brand strategy; drop us a message here to learn more!
