In a world where wellness is at the forefront of people’s minds, creating a health brand that stands out can be challenging yet rewarding. The key, however, is to infuse a sense of fun into it, making it engaging and memorable enough for any audience!
In this guide, we’ll explore how Australian marketers and business owners can leverage digital marketing to make their health brands not only informative but also enjoyable.
Understanding the Australian Health and Wellness Landscape
Australia has seen a significant shift in consumer behaviour towards health and wellness, with consumers rating mental and physical wellness as top priorities. The health services industry in the Land Down Under alone is worth a staggering $200-plus billion, and the Melbourne Institute has stated that healthcare contributes to 10% of the country’s GDP.
With an increasing awareness of the importance of leading a healthy lifestyle, there’s also a growing market for health products and services. However, standing out in this competitive industry requires a unique approach that captures the attention of your target audience.
So, why don’t you embrace your cheeriest self and make your health brand stand out by being… Fun?
The Fun Power of Digital Marketing in the Health Industry
Digital marketing has become an indispensable tool for businesses looking to connect with their audience. For health brands in Australia, it offers a platform to educate, inspire, and entertain consumers while building brand loyalty. And, you guessed it, it also provides a platform in which health brands can explore their funnier side.
So, without further ado, here are some effective strategies to make your health brand fun and engaging:
1. Humanise Your Brand with Social Media
In the age of social media, humanising your health brand is crucial. Share behind-the-scenes glimpses of your team, showcase customer testimonials, and celebrate milestones. Your followers will connect with your brand at a much deeper level if it behaves less like a brand and more like a person who engages in discussions, shares fun content, and has a certain personality.
Platforms like Instagram and TikTok are perfect for creating visually appealing content that resonates with your audience, so remember to add some fun to your well-crafted social media marketing strategy.
2. Gamify Health and Fitness
Gamification in marketing is the use of game elements and principles in a non-game context, such as marketing strategies, to engage and motivate customers. The goal is to make the marketing experience more enjoyable and interactive, encouraging customer participation and loyalty.
Gamification is an excellent way to make health and fitness more fun, so create interactive challenges, competitions, or mobile apps that encourage users to stay active or maintain a healthy diet (for example). Offering rewards and recognition can motivate your audience to participate actively.
Take, for example, the 28 by Sam Wood app. The app gamifies fitness with interactive workout challenges, progress tracking, and a supportive community, making health and fitness goals way more fun!
3. Create Content Marketing with a Twist
Educational content doesn’t have to be dull. If you want to make it more fun, you can create informative blog posts, videos, and podcasts that address health concerns while injecting humour and relatability.
Make use of influencers and experts to share their experiences and advice in an engaging manner, especially if such influencers and experts have a knack for comedy. With its focus on fun, TikTok is the perfect platform for promoting feel-good content! For more information, check out our three ways of making your brand stand out on TikTok.
4. Embrace User-Generated Content (UGC)
Encourage your audience to share their health and wellness journey through UGC. Whether it’s before-and-after photos, success stories, or creative interpretations of your brand, UGC fosters a sense of community and authenticity, all while being undeniably fun!
The Australian natural skincare brand Sukin runs UGC campaigns where customers share their favourite skincare routines, creating a sense of camaraderie among users. Sukin is masterful at leveraging UGC, and it’s a great inspiration for any health brand pushing for fun.
5. Utilise Influencer Marketing Effectively
Yes, we have already touched on the importance of influencers in making a brand fun with digital marketing. But why look for influencers when you can let them come to you?
The international division of the health activewear brand Lorna Jane, for example, has a social influencer program designed to attract fresh, fun talent to their digital marketing campaigns.
While not all Aussie health brands have the same resources Lorna Jane has, they should nevertheless consider incorporating influencers into their marketing promotions.
Conclusion
In the competitive world of health and wellness, digital marketing can be the key to elevating your brand above the noise. By infusing fun and creativity into your strategies, you not only capture the attention of your audience but also build a loyal community around your brand. Australian marketers and business owners have a unique opportunity to create health brands that are not only informative but enjoyable, making a positive impact on the well-being of their customers.
