It’s that time of year again! Whether you’re at the beginning of your planning process or putting the finishing touches on it, here are three things to consider as you move into 2020.
1. Trust is more important than ever.
Consumers are desperately looking for reputable content and trusted advisors. This is especially true for information about nutrition, health and wellness.
The 2018 IFIC survey asked consumers whom they trust most for reputable, trustworthy nutrition information. The answer? Consumers trust conversations with health professionals more than any other source—more than health-focused websites, TV and social media, friends and family, and bloggers.
Health professionals advocate for healthy lifestyle choices every day. And as experts in their fields, they understand the health and nutritional needs of their patients and clients better than anyone else—plus, they have the tools and knowledge to educate and care for them accordingly.
In 2020,consider reaching consumers through a face-to-face, powerful and trustworthy interaction with a health professional.
2. Creativity trumps conformity.
The health professionals in our proprietary PulseConnect network (they number in the tens of thousands) overwhelmingly prefer printed materials over digital assets to share with patients and clients. Why? Printed material provides detailed information to support the counseling conversation, and is something patients can easily reference when they get home. In short, this “tangibility factor” helps the health professional close the deal with patients and clients in encouraging them to adopt your brand as part of a healthy lifestyle .
Consider giving consumers something real to take away with them—it’s a value add for everyone.
3. Measurable results are critical.
Many of our clients have expressed dissatisfaction with the results—or lack thereof—that they’re seeing from their digital campaigns.
From informal feedback loops to structured professional and consumer research and practitioner panels, we can gather category insights, understand recommendation and purchase intent, measure the strength of your marketing message, and identify unmet needs.
If you’re interested in building real and healthy relationships with consumers, consider talking with them through their most trusted source of health and wellness information—their own personal health professionals. It’s a tangible and measurable way to engage your target audience in ways your competitors might not even be considering.