Matthew Brennan, Copywriter

May 7, 2021

14 min read

The Health and Wellness Marketing Report for 2021

Learn How to Market Your Health and Wellness Business So It Stands Out In a Crowded Marketplace

What We Are Talking About When We’re Talking About Health and Wellness

The State of the Health and Wellness Industry

Health and Wellness Sectors

  • Naturopaths
  • Integrative medicine doctors
  • Chiropractors
  • Acupuncturists
  • Massage therapists
  • Cryotherapy
  • Spas
  • Supplement companies
  • CBD companies
  • Medicinal marijuana companies
  • Exercise equipment
  • Health and wellness product companies
  • Medical devices
  • Health coaches
  • Therapists
  • Nutritionists
  • Personal trainers
  • Gyms/health clubs
  • Athletic apparel
  • Yoga studios
  • Meditation apps
  • Pools
  • Health and wellness-related mobile applications
  • Personalized medicine
  • Diet companies
  • Traditional western medicine practices
  • Health and wellness publishing
  • Many more!

A Growth in Popularity

Differentiate Your Health and Wellness Business

More on Differentiation and Creating Your USP

  • Q: In a few sentences, please explain what it is that your business does (the service or product that your business provides)? What are your strengths/specialties? What would be your ideal job/client?
  • Q: What is the benefit that your business offers to potential customers? How do you make their lives better?
  • Q: What is your unique selling point? Is there something that your business does differently than the competition that you wish to highlight within the copy?
  • Q: What is your professional background, and how did you start your business?
  • Q: What phrases do you want potential customers to find you by when they do an Internet search?
  • Q: Do you have a previous website and/or any other marketing materials for your business? Are there other websites or marketing materials from businesses within your industry that you especially like?
  • Q: Is there anything you want your potential customers to know about you, personally? Are there any hobbies you enjoy that can be related back to your work? This can help build trust and likability with potential customers, portraying you in a more personable light.
  • Q: What else? Is there a question people repeatedly ask you? Is there another piece of information central to how you run your business? Do you have a piece of guiding information that drives what you do? Please include any additional comments here.

Understanding the Types of Claims You Can Make in Your Marketing Materials

Below are a few general guidelines for health and wellness marketing:

  • Treats
  • Cures
  • Prevents
  • Reduces
  • Helps
  • Promotes
  • Supports

It’s Time to Promote Your Business or Practice

  • A Unique Website — A website serves as the foundation of all your marketing efforts. It’s a platform that allows you to go into depth about all the products or services that your company offers. It’s a place where you can tell your story in a way that sets you apart from the competition and allows you to build trust with customers. Strong website content becomes central to these goals.
  • Blog — A blog allows your business to showcase important industry knowledge and teach people about the ins and outs around your industry. If your company revolves around helping people achieve better sleep through a supplement, maybe you can offer more general sleep tips to create added value and teach your customers something they’ll find useful. Compelling blog content establishes trust and establishes rapport.
  • Landing Pages — This can be a useful tactic for health and wellness product or supplement companies that are looking to sell in large amounts. A long form landing page allows you to make a persuasive argument and educate your customers about the product or service. Using testimonials or case studies as part of your landing page can provide the social proof that many potential customers may need to pull the trigger. When you pair this option with an alluring offer, it can be highly successful.
  • Case Studies — A standalone case study can showcase how you were able to solve a difficult problem. When a potential customer sees this, they become more convinced that you might be the right option for whatever they are facing.
  • eBooks — There’s no better way to share your industry knowledge than in an eBook. The creation and publishing of eBooks creates an asset for your business that can help you to attract and retain new clientele.
  • Sales Letters — The sales letter is a valuable tool for reaching your customer in a way that is likely less noisy in the 21st century — the mailbox. When this is done right, it can be a persuasive and valuable method for selling more product or booking your calendar full.
  • Brochures — A simple and effective trifold brochure can give your customer something tangible to remember your health and wellness company by. Their permanence and tangibility make them an excellent option.
  • Press Releases — When your business has something newsworthy going on, it’s important to get the message out to your customers, and to the community at large. A press release is an important tool to draw media attention, but also to raise the online visibility of your organization.
  • Email Marketing — You can boost sales fast with targeted email messages that go out to your list on a regular basis.
  • Traditional networking groups — Local networking is an excellent way to grow your business and develop a face-to-face relationship with other businesses within your geographic area.
  • Trade shows — Industry trade shows can expose your business to a wider audience of potentially interested
  • Develop an affiliate network — When you recruit a dedicated network to sell your product for you, sales go up.
  • Remarket — Marketing your business doesn’t have to solely focus on new customers. Look for old customers that haven’t bought anything from you in a while and reach out via email. This can be a great way to give your bottom line the boost it needs.

More Health and Wellness Marketing Best Practices

  • Write a Compelling Headline — No matter what type of marketing you are working on for your business, the headline is what your customers will use to gauge if they want to read more. It’s only a few words, but they are the most important words in any marketing piece.
  • Educate, Educate, Educate — Your customers are likely online doing research before they make the purchase. In fact, 63 percent of shopping occasions begin online, according to Make sure that you’re providing the type of education that they’re looking for. This means regularly publishing a blog.
  • Write in a Clear and Concise Manner — While more readers are genuinely interested in your industry, they have several potential resources to learn from, and their attention spans are short. Make sure that your writing is as clear and concise as possible, and that you use subheads, bulleted lists, and photographs to break up significant amounts of content.
  • Use Social Proof — When your prospect is on the fence, it may not be you they need to hear from. They may benefit more from the testimonials that showcase other happy customers. Case studies can also help in this manner.
  • Persuasive Calls to Action — Don’t pretend that your readers will automatically know what you want them to do. Make sure that you spell it out for them. Let them know that they don’t have to continue with life under their current circumstances, because your company is there to solve their problem in whatever fashion possible. And then give them the opportunity to fill out the form, contact you, download, purchase, or sign up for your free class. Whatever you want them to do, just ask.
  • Solve Your Customer’s Problem — Let’s be clear, your customer has a problem. There is a specific need in his or her life that needs to be filled. If you can identify with this problem and make it clear that you are the one to solve it, they are far more likely to give you a shot. Think of it this way: your marketing is like a resume, and the customer is looking to make a hire.
  • Hire a Health and Wellness Copywriter — You don’t have to do it alone. Marketing your business and attracting the right customers can be complicated. A professional health and wellness copywriter can help.

What Does the Future of Health and Wellness Look Like?

Hiring a Professional Health and Wellness Copywriter