Information Is Not Enough
A recent National Grocers Association study confirmed what we already know — 75% of consumers use the Internet on a regular basis to learn about nutrition issues. That’s more than any other source. So, it’s no surprise that nearly every healthy brand has a website, and more and more have a presence on social networking sites. But what kind of value are you getting from this online presence? Perhaps not as much as you think.
Health and wellness is so fundamental to a consumer’s daily life, so personal, that to drive real changes in behavior, marketers must offer more. More information, more inspiration, more ways to integrate the brand into a healthy lifestyle. Quite frequently, a website, a Facebook page, or Twitter account fail to deliver that added value consumers expect. In fact, 78% of consumers are looking for new and reliable sources of online nutrition information.
The emphasis should be on the Internet as a tool to deliver added health and wellness value, not a destination for information alone. Look to incorporate online technologies into your retail and grassroots efforts to expand and enhance the level of health engagement in these offerings. Create an online wellness experience, not a repository of information. Use online elements to deliver meaningful conversations with consumers about the health benefits of your brand, not just “impressions.”
The Internet can be a powerful differentiator for your healthy brand, but only if you recognize that consumers expect more when it comes to health and wellness. Information is not enough, they need context as well.