Top ways for health brands to win influence? Copy the herbal remedies sector
There are marketing lessons here anyone launching a health product or brand can follow and we’ve boiled them down to three essential principles.
- Stressing their natural components is the whole point with herbal remedies which appeal to a growing segment of health shoppers wary of chemical drugs. Promoting phytotherapy - the science-based medical practice based on the study of extracts of natural origin and their use in health – really chimes with tough health journalists as we saw in our work for A Vogel.
- Raising awareness by educating consumers about product functionalities and benefits becomes almost a public information service in this sector. When we announced research evidence from the Common Cold Centre that showed extracts from echinacea purpurea can slash colds by 60% and cut the need for pain killers, the effectiveness message was compelling.
- We know that with rising household wealth, growing consumer interest in health and wellness, and an aging population, consumers are willing to give herbal remedies a try, particularly if they replace drugs with side-effects. Yet the sector is fragmented, with no player holding more than 9% market share. This may be why some suppliers can form close communities with fans and followers. The best use their web-space, blogs and social media channels to sustain a steady flow of communications with their marketplace – always a smart move.