5 Tips for Crafting Health & Wellness Copy

Health is wealth — both for consumers and big industry players alike!

The health and wellness industry is a rapidly growing industry that has a market value of $1.5 trillion and an annual growth rate of 5 to 10 percent.

Today, more people are interested in health and wellness amidst fast-paced lifestyles and hectic schedules. Consumers are willing to purchase and invest in health-related products and services; this presents a massive opportunity for health and wellness companies to capitalize on this trend. 

With so many players in the game, how can your brand stand out? With the right copywriting strategy, you can differentiate your brand and tap into the huge customer base that this industry has to offer.

Here are some copywriting tips for the health and wellness industry:

Identify your consumers’ problems

To connect with your customers, you need to start by identifying their problems. What drives them to seek out your product or service? What specific issues are they trying to solve? By understanding their situation, you can better present your solutions.

In addition to that, it’s important to show them that you care! Write with a compassionate and empathetic tone, and make it clear that you’re there to help. By doing so, your audience will be more receptive to hearing about the benefits of your product or service.

People want to feel heard and understood. If you can identify with their struggles and offer a genuine solution, you can engage them better and turn them into customers.

Keep it simple

A lot of brands want to instill trust and impress their customers by implementing complex medical terms in the copywriting of their marketing collateral, but unfamiliar words will make your marketing copy sound bland and unengaging.

Always aim to inform, not impress! Let them know who you are, what you do, and how you can help them. If you want to sell, keep it simple and speak your audience’s language. 

Keep these points in mind when writing your copy:

  • Use clear and concise explanations.
  • Use specific terms and vivid words.
  • Simplify complex health-related concepts.

Remember, you’re not writing to doctors, but to a general audience who wants to know if your product can solve their pain points; ditch the complicated terminology and stick to easily-digestible language!

Build confidence with testimonials

As a business owner, it’s only natural to want to talk about how good your product or service is. You can get the best health professionals or doctors to endorse your products, but that might not convince your audience. But if you really want to win over potential customers, let your existing customers do the talking.

People will actively seek out reviews and testimonials before they make a purchase. Stay ahead of the game by including customer reviews, testimonials, and case studies on your website; these are powerful tools that can convince potential customers to take action! After all, who better to vouch for your business than happy customers and real-life experiences?

Glossier, an American beauty brand, repurposed user-generated content as testimonial advertisements to convey brand authenticity. Their website’s “Real Life” page features selfies from actual customers to showcase the effects of their products with “concrete proof”. Who wouldn’t want to try Glossier’s products after seeing so  many pictures of people with glowing skin and fluttery lashes?

Focus on benefits, not features

Let’s say you’re shopping for an Omega-3 health supplement. Which description do you find more appealing?  

  • Product A: “...contains 137 mg of DHA, 190 mg of EPA, and 330 mg of omega-3 fatty acids.
  • Product B: “...contains fatty acids that promote brain and heart health.”

Product A explains its ingredients in specific terms and numbers, but the terms are unfamiliar to many. On the other hand, Product B does not list the ingredients but focuses on the health benefits. While it’s important to talk about the beneficial properties of  your product, what people really want to know is how your products can improve their lives!

Copywriters must provide readers with the answer to this crucial question: What problems does your product or service solve? How can you make people feel better? Don’t just list product features or make generic statements; focus on the specific benefits your customers will experience.

Demonstrate industry knowledge

An outstanding health and wellness copywriter is someone who truly understands the industry and, more importantly, the particular niche in it. From health and wellness startups to supplement companies, every business moving within this particular niche requires different content to cater to their audience. 

  • Health startups: content about corporate wellness benefits and health trends 
  • Supplement companies: content about dietary preferences, nutrition intake, and  how clinical studies are run to test product efficiency
  • Skincare brand: content about skin care tips, product information, and common skin concerns to educate their audience.

It is crucial to find a copywriter with the right expertise for your specific niche. They should be well-versed in the unique language, tone, and style that resonate with your target audience.

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When it comes to crafting compelling copy for health and wellness businesses, think like a doctor: identify your customers’ pain points, understand their challenges, and offer solutions to cure them!

The health and wellness industry offers so much potential; now is the time to invest in high-quality copywriting that will help you stand out from the crowd and connect better with your target audience.

Craft a unique brand strategy for your health and wellness company with words — our copywriters are ready to help! Drop us a message to learn more about our services here.

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