When it comes to health, people, young and old alike, are willing to invest on it. After all, health is wealth. You cannot move, navigate, and work through your task if your health is not at its best. And we are not just talking about physical health, but also mental, emotional, and spiritual health.
And with the world being so fast-paced and work routines so draining, it is not surprising that health and wellness centers are emerging like mushrooms all over the US. This industry is raking in billions, even trillions of dollars, because people want to stay alive, healthy, and happy for as long as they could. And along with it, the need to market and advertise health and wellness-related products and services grows as well.
This is where health marketing comes in. Health marketing is described as a method of creating, strategizing, and disseminating health information and interventions that aim to promote good health and quality of life across the different stages of life. These strategies are commonly customer-oriented and must be heavily backed by science.
Why still do health marketing
But you might ask: if people know that health is important, why do companies still pool their resources just to market it? That is because most, if not all, do not avail of any treatment until the disease, illness, or any anomaly is at its worst state. While it is not necessarily bad, treatments cost way more than preventive methods.
Thankfully, the ongoing trend is to go the preventive route, and that is the goal of the health and wellness industry today. The role of health marketing, then, is to encourage people to take precautionary actions by investing in prevention. With this, patients can improve their quality of life and maximize the limited time they have on earth.
Health Marketing VS. Traditional Marketing
But even though the size of the market warrants a field of its own, health marketing is still a form of traditional marketing. Sellers continue to follow the four P’s—product, price, place, and promotion—in creating effective marketing strategies. The difference between the two is that promotions and claims for health-related goods and services need to be backed up by reliable, proven and tested evidence and research for them to be considered an authentic and trustworthy player in the market. The more credible the sources, the better.
And because the indicators of good health change in different life stages, identifying the target market is essential. After all, you would never promote anti-aging products for preschoolers, or entice pregnant women to try your protein shake. It is just not their priority.
Knowing and understanding the needs and behavior the particular target market is a huge factor to consider when it comes to health marketing.
Health Status of Health Marketing in the US
Health marketing in the US is at its peak performance. At the moment, companies strive to bring a message to the audience which says that health is not a want but a need. Whether you have a medical condition or you just want to improve your health, you can avail of any product or service you desire. And as the number of health-conscious individuals continues to grow, the health marketing industry would persist to find ways on how to bridge the gap between sellers and consumers.