Beyond Benefits: The Art of Empathetic Connection in Health and Wellness Marketing

Hardy KalisherHealth and Wellness, Marketing, Wellness Industry

Picture this: you’re shopping for a new fitness app or a vitamin supplement. Brands bombard you, promising to revolutionize your life, but how many truly understand you and your needs? As health and wellness marketers, we must move beyond simply communicating the benefits of our products. We must go beyond the formula of communicating benefits over features. We need to get to the actual value of the service or product for the consumer. To get to the value, we must empathize with the exceptionally personal nature of our consumers’ decisions, recognizing that their choices reflect their unique health and wellness goals, preferences, and circumstances. Meeting our consumers where they are in their health and wellness journey means genuinely understanding their experiences, listening to their concerns, and tailoring our approach to provide meaningful and customized support that resonates with them on a personal level.

To do this, we need to explore the art and science of authentically connecting with consumers in health and wellness. Health and wellness consumers will see value in your service or product when they experience an emotional resonance. Then, they will become motivated to act. And they will return again and again when they become inspired (sustained motivation).

Before we dive any further, here is a brief foray into design thinking. At its core, design thinking encourages empathy and understanding for users, fostering innovative solutions that genuinely resonate with them. So, how does this relate to our health and wellness brands? Well, my friends, as the spoken word artist Ursula Rucker said on King Britt’s 1994 house music classic, “Let me take you on a journey.”

Our journey begins with the curious chameleon. This fascinating creature thrives by blending into its surroundings, adapting its appearance to suit the environment. Similarly, health and wellness brands must adapt their approach to align with consumers’ unique needs and perspectives. Just as the chameleon’s vibrant colors shift in response to its surroundings, our messaging must evolve to resonate with our audience genuinely.

Consider one of our favorite fables about the tortoise and the hare. The hare, confident that it will win the race based on its speedy features, takes a mid-race siesta, only to be overtaken by the methodical tortoise. This story highlights the importance of steadfast humility – traits that, as health and wellness brands, we must embody to authentically connect with our consumers. It’s not about racing to the finish line with flashy campaigns and overstated promises; instead, it’s about listening, understanding, and supporting our audience every step of the way. Everyone likes to be around those who truly hear us. We crave being listened to. As a cornerstone of talk therapy, the therapist does more engaged listening than talking. Considering slowing down your marketing might seem antithetical to your business goals, but the theory of slow marketing is worth considering. After all, it worked for Toby Tortoise.

As we venture out on our mission to help humans flourish, let’s try and remember these lessons from the chameleon, the tortoise, and the hare. After all, in these genuine moments of understanding, our brands can flourish and make a lasting impact.

Until next time, my friends in marketing, remember to pause, reflect, and seek the eloquence of empathy in your marketing endeavors. The health and wellness world is vast and ever-changing, but with the right approach, we can continue to grow and evolve alongside our cherished consumers.