Use PR to Power Your Brand’s Health and Wellness Benefits

By Ivy Cohen, Ivy Cohen Corporate Communications

There are many companies, brands and products that offer health benefits but do not present themselves as health and wellness brands. They may be missing an opportunity! In an environment where many consumers are interested in health benefits throughout their lives, it’s time to figure out how to leverage your health value and establish your brand’s identity as a health or health-adjacent brand.

Is your brand health-adjacent?

You either have health and wellness value in your brand or you don’t. If you do, then it’s time to determine how to incorporate this into your brand marketing and PR.

One survey,  by NCSolutions , found that nearly 6 out of 10 Americans purchased a new consumer packaged goods product recently because it improves health and well-being. McKinsey & Company’s 2023  Future of Wellness survey  found that more than 80% of U.S. consumers consider wellness a top or important priority and that Gen Z and millennial consumers were purchasing more wellness products and services than older generations.

Even if your product or service does not tout health benefits as a primary characteristic, it may still be health adjacent. While the Federal Trade Commission (FTC) monitors the veracity of health and safety claims, it also provides business guidance on the benefits of health-adjacent products, including athletic and fitness equipment, foods, energy drinks, memory-training programs and apps, for example. Manufacturers or distributors of bicycles or treadmills can highlight the advantages of their products for cardiovascular health, weight management and mental well-being. Nasal strips to prevent snoring may help with a healthy night’s sleep. Parenting and caregiving apps may contribute to stress reduction, memory enhancement or self-care.

Some brands are health-adjacent based on the materials that go into manufacturing. You see some clothing companies marketing products for the luxurious feel of the fabric or for lifestyle, comfort or high-fashion trends. But where are the health benefits and features of posture support, muscle strength, ventilation, non-allergen washability? Is there an opportunity to offer and promote fabric safety with dye and coloring that won’t irritate your skin or contribute to eczema or a rash?

Does it have a calming effect on one’s home or environment? Is it an antidote to the rise of digital distraction and constant connectivity offered by smartphones and the internet? Is your brand a resource in someone’s workplace that can create a more positive experience?

Prove it!

It’s not enough to claim health and wellness benefits without providing evidence. McKinsey’s 2023 Future of Wellness survey found that consumers want effective, data-driven, science-backed health and wellness solutions. Saying that your product might contribute to brain, heart or diabetes health could increase consumer interest or demand, but if you want to make claims that are bold and extend your brand’s identity, you’ll need to prove it. A strategic public relations program can help communicate the scientific data and empirical evidence that connects the dots between your brand benefits and what’s in it for your customer.

Consider the emotional side of things

At a time when depression and mental health issues continue to be on high alert, sincerely demonstrating how you’re addressing these issues can align your brand with consumers’ desire to maintain a healthy state of mind. In fact, many brands have the potential or genuine capacity to contribute to emotional well-being. Does your brand do something to help reduce stress?

The answers could apply to everything from footwear to beverages to office supplies to toys. There are many brands and categories that may have a health and wellness benefit that is not being explained to the user or to potential customers. Good public relations can help communicate these benefits and engage more effectively.

Today’s consumers are more particular about their needs, how to meet them and what can benefit their health and wellness the most. Leveraging expert thought-leadership or even testimonials from consumers who’ve had a positive experience with your brand builds credibility and trust. We’re happy to brainstorm with you or to help you find expert resources to help leverage the health-adjacent benefits of your brand with PR.

The Global Wellness Institute, which has been tracking the value of 11 wellness sectors since 2007, predicts that  the global wellness economy  will climb to $9 trillion by 2028. Whether you are a fitness brand, a nutritional supplement, a food and beverage product, or some other type of over-the-counter brand that does not fit into a traditional healthcare marketing strategy, we should talk.