There is no shortage of health-related infomercials or pop-up ads circulating on the Internet and television today. In fact, the health industry relies on attention-grabbing headlines and quick bits of information to make customers pay attention. Marketing health products can be difficult in such a competitive market due to the wide range of products available.
Along with the usual methods, this often requires a need to support the claims being put forth by the company. This usually takes on a fact-based approach, providing statistics and research to support their information. You want to avoid false claims that may be harmful to an individual's health or life.
In order to provide statistics, a variety of research methods must be followed. Some companies choose to conduct scientific tests and others opt for a more generic approach. Scientific research will not only provide valuable data, but also prove to the company itself that the product works as expected.
There are three main strategies that can be used:
1. Influencing of Potential Buyers.
In this case, health product marketing relies on influence to attract new customers. This type of marketing is often seen on late-night infomercials, complete with celebrity host. Using a popular or well-qualified spokesperson, the company attempts to sell their products by drawing the buyers into the opinions and claims of others. Many consumers associate a familiar name with trust, causing some companies to invest millions of dollars by marketing health products through a famous face.
2. Association With Celebrity Endorsement.
Similar to the above-referenced method, this technique may also require the use of a celebrity. However, it is not the opinion of the famous individual that consumers are drawn to, it's the product itself. Fitness equipment, for example, is a popular product involved in marketing health products. When a muscle-bound celebrity fitness guru takes to the stage, viewers gain faith in the equipment. As they watch the spokesperson flex, they begin to believe that the product will provide them with the same results.
3. Promotion of Health Benefits
Some products claim to have special health protection or prevention capabilities. When this type of strategy is used for the marketing of wellness products, the company will point out the reasons why you need to buy their product. This method may also include a direct comparison to other products on the market.
This is an area that deserves a lot of attention because of its close connection to people's health. It is important to take a step back and consider the facts and testimonials being provided, in order to avoid risking the well-being of viewers or consumers.
Nitin Chhoda has a blog on effective ways to market health products. His physical therapy newsletter service is available to medical professionals and comes with a money-back guarantee.
No comments:
Post a Comment