It comes as absolutely no surprise to anyone who reads this blog—or who is even passingly familiar with Pulse—that we are big advocates for the value of health & wellness influencers as part of any healthy brand’s marketing plan.
It’s nearly impossible to have a conversation of more than five minutes in length with any member of the Pulse team without them making an impassioned case for tapping into the authority and influence of health & wellness professionals to deliver your brand message directly to consumers through face-to-face interactions.
As Ronald Reagan famously said to Jimmy Carter during the 1980 presidential campaign: “There you go again."
But it is also equally obvious to us that many of the folks we talk to in the health & wellness space aren’t well-versed in the power of the influencer or—perhaps even more importantly—possess significant misapprehensions about what we mean when we talk about health & wellness influencer marketing.
We talk about influencers and they think key opinion leaders, bloggers, and media personalities. We talk about everyday professionals counseling people face-to-face, and they ask, “How many blog posts or impressions do we get?"
So, here is why we are so passionate about making health & wellness influencers a vital part of marketing your healthy brand:
- Consumer trust in traditional advertising is on the decline. Nielsen has confirmed this through research that shows less than 50% of Americans trust traditional advertising.
- Digital impressions are becoming devalued. We have written about this before. Between ad blockers, bots, and a general lack of engagement, earning a digital impression has less and less value to the CPG marketer.
- Consumers trust health professionals more than any other source for guidance. More than websites, more than TV personalities, more than social media, more than friends and family.
- Health & wellness professionals are recommending brands by name. Why? Because consumers ask them for those recommendations.
- Health & wellness professionals place high value on educational materials and resources they can share with consumers. In fact, they often value branded materials even more than unbranded materials because they come with built-in credibility and facilitate that brand recommendation.
- Brands that provide those materials and resources earn brand recommendations from influencers directly to consumers. Those that receive materials and resources are actually twice as likely to recommend the brand providing them.
It’s as simple as that. When it comes to health & wellness, consumers are looking to the health & wellness professionals they trust—the ones they have hand-selected—for guidance and recommendations.
Whether that’s a dietitian, a personal trainer, a health coach, a nurse, or a pediatric professional, that influencer becomes a powerful vehicle for delivering education, brand messages, product samples, coupons, and influence directly to the consumer through a face-to-face counseling interaction.
No 30-second television spot. No print ad. No native advertising. No banner ad. No blog post. No up-vote or Like. Just a highly targeted, influential face-to-face touch connecting your brand directly to the consumer.