Wellness Marketer - Q1 2020 by Conduit, Inc.

Paradigm Shift ADJUSTING FROM PRODUCT-CENTRIC TO CUSTOMER-CENTRIC

SUMMER 2020 A day in the life of a wellness marketer • Q&A with Anne Smith, CEO, HealthWise Data

CREATING COMMUNITY FOR YOUR COMPANY THROUGH CUSTOM CONTENT

channeling content & connections contact us to discuss what a content platform can do for you

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TA B L E O F C O N T E N T S

WELLNESS MARKETER

4 14 35% SEARCH ENGINES

34%

29%

ADS ON TV

WORD -OFMOUTH

MANAGING EDITOR Julie Shaffer EDITORIAL AND CREATIVE Conduit, Inc. www.conduit-inc.com

PUBLISHER’S NOTE

PA R A D I G M S H I F T

S TAT S & I N S I G H T S

A D AY I N T H E L I F E

Q&A WITH ANNE SMITH

DISCOVERY CHANNELS

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SUMMER 2020

P U B L I S H E R ’ S N OT E

Welcome

Forming a legacy today can be a challenge. Typically, legacies are connected to the past and force us to stick to what we know. As a result, we can fall prey to playing things safe. At APTech, we believe that our legacy is a constant process of managing the past and embracing the future. While an innovative idea can be a pillar, we find that ideas are not just about how we want people to view us. We believe having a robust and collective marketing-mindset is the key ingredient to a solid legacy and that it will aid you in the nurturing of health and well-being.

T H AY E R L O N G PUBLISHER

We believe having a

robust and collective

marketing-mindset is

the key ingredient to a

solid legacy and that it

will aid you in the

nurturing of health

and well-being.

I want to welcome you to Wellness Marketer, a content platform that seeks ways to improve both your strategy and tactics. We want to provide content that inspires new thoughts and, ultimately, helps build an enduring legacy for your brand. Wellness Marketer is born from a marketing-oriented mindset. It will dive into the trends and issues of the day, while sharing detailed stories of inspiring wellness organizations and their marketing departments. The initial response to our content has been excellent. We are pleased to announce that we will have four flagship magazines each year, corresponding online content and events to deepen our connection to the wellness marketing community. This issue features wonderful stories and insights that we hope demonstrate our commitment to you. Our cover story, “Paradigm Shift,” dives into how the wellness landscape has changed from being consumer-based to human-based, and what that means for marketers like you. Our second feature, “A Day in the Life of a Wellness Marketer,” examines what matters most to health and wellness marketers, what keeps them up at night and what they think the future holds. I hope you enjoy our content and share it with your peers. And keep an eye out for information coming soon on our first “Wellness Marketer Summit” virtual event, December 4, 2020. We are thrilled to put together progressive marketing minds for a day of education and inspiration. In the meantime, remember that serving is what matters most to us. We hope that Wellness Marketer demonstrates that ideal. Warmest regards,

Wellness Marketer INSPIRING HEALTHY ENGAGEMENT

Healthy engagement comes from connecting with thoughtful marketing-minds. We gather the best health and wellness marketing insights and share them with you. Check us out online at wellnessmarketermag.com to stay up-to-date on the latest stories, data and trends. We look forward to inspiring you!

> VISIT WELLNESSMARKETERMAG.COM

F E AT U R E S T O R Y • P A R A D I G M S H I F T

Paradigm Shift ADJUSTING FROM PRODUCT-CENTRIC TO CUSTOMER-CENTRIC

WELLNESS MARKETER

In their book, “The Intuitive Customer,” Colin Shaw and Ryan Hamilton took direct aim at why so many brands suffer when they try to take their customer experience to the next level. When you look around and see everyone else doing it (or attempting to), your first inclination is to jump on the bandwagon. The problem, as Shaw and Hamilton see it, is that too many companies just do not know what they are getting themselves into. So, if you pardon the authors forbeing blunt, that is a real problem. In a time when there is shift happening toward building a brand that offers customer experiences to build customer engagement, loyalty and market share, your blueprint matters. Shaw, founder and CEO of Beyond Philosophy, and Hamilton, professor of marketing at Emory University’s Goizueta Business School, say that in today’s experience economy, the rules are changing faster than brands can keep up. “The web has put competition on steroids and globalization has been a real and growing force for some time,” they write. “People’s lives are much busier and their attention span is limited.” In today’s $4.2 trillion wellness market, according to the Global Wellness Institute, brands are having to shift to more mainstream marketing initiatives. Take for example how more companies are promoting meditation as a productivity hack, and major hotel chains are marketing wellness tourism brands. Consumers are spending more money on their wellness experiences than fashion, and it is all about the experience and how to navigate it. What is the best diet? The best supplements? What products or experiences work or do not work?

We cannot solve our problems with the same thinking we used when we created them.” — ALBERT EINSTEIN

For today’s wellness marketers, Steve Vargo says it all comes down to trust. Vargo, a consultant with IDOC, an optometric alliance committed to helping independent optometrists, believes the marketing shift, as he sees it, is about providing guidance and reliable information—period. “Trust is critical in getting consumers to consider your product or service over another,” Vargo says. “You have to connect with people’s hearts and minds. Science and data help validate claims, but people make decisions for emotional reasons. It may be weight loss, avoidance of disease, improved concentration and memory, improved sleep, etc. Marketing should address the emotional motivators, and substantiate claims with reliable data and facts.”

SUMMER 2020

F E AT U R E S T O R Y • P A R A D I G M S H I F T

Being a thought leader helps build trust in the minds of your consumers and leads to more effective and productive experiences. While you do not have to be a guru at everything and anything, you must have a passion and continually build your competencies and expertise in whatever wellness area you specialize. “Build this into your brand and communicate it through your marketing,” Vargo says.

For some independent eye care providers, holistic care and health/wellness The H&W industry can be are a large part of their brands. When like the Wild West. There are people recognize them as a foremost literally entire aisles at stores authority, trust is strengthened and with supplements and other people are willing to act on the information they provide. “I advocate for this related products, not to with the doctors I consult with,” Vargo mention the infinite world says. “A holistic approach allows you of the internet.” to go beyond simply treating a condition, but also to treat the emotional — STEVE VARGO, IDOC

ways to be more customer-centric 1 — Listen to your customers 2 — Remember: Customer perception is reality 3 — Make your customers part of the solution 4 — Map your customers’ journey 5 — Monitor customer interactions 6 — Get your data together 7 — See your customers digitally 8 — Define your customer experience strategy 9 — Empower and reward your employees Source: McorpCX

components of that condition and the person as a whole. In an era when more people are valuing health and wellness, this will help you stand out. Making an emotional connection to the consumers you serve is very important to your success.” Demonstrate integrity and trustworthiness with the information you provide. Connect with people on an emotional level. Put the wellness of your custom-

ers above revenues and profits. These are the steps Vargo says will help lead your marketing efforts. “The H&W industry can be like the Wild West,” Vargo says. “There are literally entire aisles at stores with supplements and other related products, not to mention the infinite world of the internet. People want better health, but the vast amount of information and options makes it overwhelming.”

Mano a mano

Tivity Health is a provider of health improvement, nutrition, fitness and social engagement solutions. A bastion of health and wellness resources, the company has more than 75 million members eligible for its SilverSneakers, Nutrisystem, Prime Fitness, Wisely Well, South Beach Diet and WholeHealth Living programs and products. In its

WELLNESS MARKETER

SilverSneakers network alone, 16,000-plus fitness centers use the system to improve member access and commitment to exercise. More people are committing themselves to a healthier lifestyle and Tivity’s mission is to meet its consumers where they are. As VP of Product Development & Innovation, Mary Pochobradsky makes it her mission to help empower the public to take meaningful steps toward leading a healthier, happier, more productive life.

Data is especially important to identify high-potential segments of consumers, and understand unmet needs to deliver relevant communication and products when and where consumers are most receptive.”

— MARY POCHOBRADSKY, TIVITY HEALTH That means engaging, on some level, with each and every one of its members across its spectrum of offerings. Take its new program for the 2020 diet season. Nutrisystem’s Personal Plan tap into a key category insight—one size does not fit all. The plan starts by asking targeted questions about the consumer’s weight loss journey. Based on the feedback, Nutrisystem recommends a 28-day home-delivered weight loss program relevant to the consumer’s goals, body type and food preferences. Once consumers join the NuMi app and start their program, they receive custom content based on additional demographic and behavioral data. This type of personalization is key to motivating consumers to adhere to a program, realize success and thereby stay with it longer. “The entire campaign is designed around the insight, ‘We’re all different, shouldn’t your weight loss plan be?’” Pochobradsky says. “Data is especially important to identify high-potential segments of consumers, and understand unmet needs to deliver relevant communication and products when and where consumers are most receptive. You complement this by using credible experts and trusted influencers who can help consumers identify with a brand (in this case, fan favorite Marie Osmond).” In the end, consumers can choose the resources and solutions that work best for their lifestyle and needs. The key

ways to move your CX to the next level 1 — Recognize that customers decide emotionally and justify rationally 2 — Embrace the all-encompassing nature of customers’ irrationality 3 — Understand that customers’ minds can be in conflict with themselves 4 — Commit yourself to understanding and predicting customer habits and behaviors 5 — Uncover the hidden causes and unintended consequences of why customers want things to be easy 6 — Accept that apparently irrelevant aspects of your customers’ experience are sometimes the most important aspects 7 — Realize the only way to build customer loyalty is through customer memories Source: “The Intuitive Customer”

is in the process. While striking a perfect balance between product design methodologies and perfecting customer experiences is an art form, you must be sure not to steer too far to one side or the other in the process. Are there challenges? Yes. The first is that creating experiences rather than products is an abstract goal. To achieve a “positive experience” goal, you have to be creative from the get-go. Shachar Shamir, co-founder and COO of inbound marketing agency and HubSpot partner Ranky, says finding new and attractive ways to engage your audience is not an easy task. “It takes creativity and out-of-the-box thinking. Your entire company’s philosophy needs to change, and that isn’t easy either, especially for big, traditional companies that are used to operating in the exact same way for years.” If that sounds like a passage from “The Intuitive Customer,” it is because the art of moving your wellness focus from product to customer is never-ending. And the steps to get there are the ones that will determine your success.

SUMMER 2020

S TAT S & I N S I G H T S

Out with the old...

Each year brings with it new marketing tactics. It is no secret that new technologies and consumer trends can affect your messaging. To help you navigate the scene, here are 5 tips from Entrepreneur that you can add to your repertoire:

LEARN TO LOVE AI

Artificial intelligence (AI) isn’t leaving anytime soon. Use it in your marketing strategy to accomplish tedious tasks like data collection and segmentation, and then add the magic human touch.

PRIORITIZE DATA PRIVACY

As the world turns increasingly digital, customer data privacy is a growing issue. Your marketing should be personalized, but non-intrusive.

EMBRACE AR AND VR

Investing in augmented reality (AR) and virtual reality (VR) to boost customer experience, especially with younger consumers.

5 MARKETING TIPS YOU CAN USE NOW 4

ADAPT TO YOUR AUDIENCE

The market, technology and your audience are constantly changing. Your marketing strategy should adapt with them.

ENGAGE YOUR COMMUNITY

User generated content is a great way to not only engage your online community, but to help it grow. Incentivize them with prizes, discounts or just plain old boasting rights.

WELLNESS MARKETER

Young at heart

Survey shows health concerns for different ages

While the young, step-tracking, Yoga-obsessed GenZ Nation might seem like the major target group for wellness marketers, older folks are actually more concerned with health and wellness. So it makes sense that they want to find ways to stay healthy as they get older. Take a peek at the data from GlobalWebindex on who is researching health issues online:

16-24 25-34

37%

35-44

36%

45-54

Listen to the buzz 7 wellness engagement drivers consumers are talking about

Everyone is jumping on the wellness wagon. According to Linkfluence’s “The State of Wellness on the Social Web” report, an estimated 3.2 million people post about wellness in the U.S. With the No. 1 driver being health, here are the other needs driving wellness conversations:

31%

38%

55-64 1

Health

Happiness

Esthetics

Love & self-love

Self-actualization

Mental health

Stress

42%

SUMMER 2020

F E AT U R E S T O R Y • A D A Y I N T H E L I F E

WELLNESS MARKETER

A day in the life

Wellness marketers dish on the benefits of taking your message to the masses

ellness matters. Inclusion and self-care are at the top of everyone’s priority list, and Market Watch’s “Health And Wellness Market” report shows that wellness-inspired consumers spend $4.2 trillion a year on nutrition, personal-care products, fitness, and other sectors of the marketplace. The task of continually generating the kind of messaging that transcends a one-size-fits-all approach to the pursuit of wellness perfection is critical. Marketers from around the wellness space know their message must hit the mark across the board. To get a feel for what the daily battle looks like, we sat down with several wellness marketers from around the marketplace, including Emily Gudakunst, marketing director, Kondas Dental Group; Kris Mulkey, VP of marketing, In-Shape Health Clubs; and Sandra Young, OD, Ocular Wellness & Nutrition Society.

What does a typical day look like? EMILY GUDAKUNST, KONDAS DENTAL GROUP: We start our days with a morning huddle to discuss any potential hiccups, identify treatment needs and get a strategy for the

future schedule. We have four hygienists and two full-time doctors, as well as a full administrative staff to support the scheduling needs. With 20 people in our fast-paced office, there is never a dull moment. It is important to always know what the patients’ next steps are and what clinical and administrative are doing. We do not want to miss opportunities for our patients and we want to be sure we are available as much as possible. We do all of this while maintaining a “welcome home” environment. Our philosophy is to always treat patients like they are family. IN-SHAPE HEALTH CLUBS’ KRIS MULKEY: A typical day is four-to-six meetings throughout the day to discuss marketing initiatives, work on cross-functional team projects, and many touch-base meetings on business results and initiatives. I always try to grab a workout during the day with the team or join a group fitness class at the end of the day.

SUMMER 2020

F E AT U R E S T O R Y • A D A Y I N T H E L I F E

SANDRA YOUNG, OCULAR WELLNESS & NUTRITION SOCIETY: As an optometrist, I run a rather unconventional business. When writing, I spend the morning at my computer and the afternoon in the kitchen creating recipes. Recipe creation and testing is quite a lot of work, not to mention expensive. It will surprise many people to find out that most recipes have not been tested prior to publication. Other days, I give cooking demonstrations and lectures. This is very important for wellness-conscious consumers.

What are you finding are some of the biggest pain points for today’s wellnessconscious consumers? GUDAKUNST: Even though there is a health-conscious trend happening today, we still find the lack of knowledge among

patients in regards to dental relating to overall systemic health is still large. We educate and then educate again. The more knowledge we can share with our patients about why something is recurring or has occurred, the more power they have to make the best decisions on their treatment. Our goal and priority is to always get our patients to their top optimal oral health. As a cosmetic provider on top of a general practitioner, we work to bridge the gap between health and confidence building. MULKEY: Time and motivation. We are all time-poor, so prioritizing your health can sometimes be a difficult lifestyle change. At In-Shape, we emphasize the importance of consistency. We also try to remove the myth that you have to spend hours at the gym to realize the benefits. As marketers, we need to demonstrate the benefit of consistency rather than intensity—try to take the intimidation out of fitness so our members can realize the benefits of a consistent fitness routine.

I think people are hungry for personal connections. Sharing a relatable story that inspires another person to take action is still worth more than the latest social media post. — EMILY GUDAKUNST, KONDAS DENTAL GROUP YOUNG: The heart of my business is educating my clients and the general public on the importance of eating for eye health and wellness. So, from what I see, their pain points are related to several common eye maladies with a nutritional component such as agerelated macular degeneration (AMD), age-related cataracts and dry eye. I have written two books on this topic: “Visionary Kitchen: A Cookbook for Eye Health” and “Heal Your Dry Eyes: Nutrition & Recipes.”

WELLNESS MARKETER

What type of content are consumers looking for? GUDAKUNST: We believe in a healthy mix of materials, from traditional mailings to online presence and social pages to keep our patients engaged. We find we win and cut through the clutter with our internal patient engagement. It is about how our patients feel when they are in the office. Our word of mouth is hands down our top referral source. There is a whole frontier of “do-it-yourself” and “how-to-guides” out there. If you can create content and share knowledge that breaks down treatment into layman’s terms, they will be more educated and buy into your treatment plan.

As marketers, we need to

demonstrate the benefit of

consistency rather than intensity.” — KRIS MULKEY, IN-SHAPE HEALTH CLUBS

MULKEY: From a content perspective, our members are looking for up-to-date, on-trend content that inspires them in the gym or in the kitchen. They are looking for information that supports their entire health and wellness journey. In terms of acquisition and prospective members, we are always trying new ways to inspire them to join our community. When we can evoke an emotional response from our marketing material that brings our unique community to life and all our membership has to offer, we see success. YOUNG: Consumers need to know what to eat and how to prepare it for their eye health and wellness. With the demands of work, family, etc., it is difficult to take the time to cook. But people appreciate having the knowledge to affect the course of their health and wellness.

What are the most challenging and rewarding parts of the job? GUDAKUNST: As a small and independent practice, the most challenging is fighting the larger corporate stigmas that patients tend to believe and the price tag that sometimes

goes with them. Also, getting patients to understand their insurance benefits, which do not always have their best interest when it comes to their complete dental care. The most rewarding part is seeing patients return to the office. MULKEY: I love the constant challenge to come up with creative solutions to the universal challenge of motivation. We believe we are in the motivating-people business rather than the gym-membership business. The most challenging part of my job is to constantly evolve our approach so we can reach new members and continue to engage current members. And if we were not literally changing lives with what we do, that challenge would also be the most rewarding part of it. I suppose it’s a close second.

What does the future look like? GUDAKUNST: Despite all the digital data, apps and online influence, I still see that what is most important are traditional relationships and building trust with patients the old fashioned way. I think people are hungry for personal connections. Sharing a relatable story that inspires another person to take action is still worth more than the latest social media post. At the end of the day you could have the best and shiny new tools, but if your patients do not trust that you have their best interest at heart, they will not accept treatment and they won’t give you their loyalty. I think there are lots of businesses in general who have lost sight of this key ingredient, but think there will be a comeback in traditional relationship building. MULKEY: We are seeing the emergence of what we call social fitness. We believe it is here to stay. Our community is really special—whether it is a group fitness class that goes for coffee afterward, a group of Pickleball players that play every Friday night, or best friends getting together at one of our special Sweat Fest events. In this digital world, we see people who want to sweat to connect. I see this continuing to grow and we are excited to be on the forefront of a lot of these activities. YOUNG: I would like to write a children’s eye health cookbook, “Visionary Kids in the Kitchen.” Prevention is worth more than a pound of cure when it comes to eye health. Certain nutrients protect the eyes against photo-oxidative stress. This stress is additive throughout life. .

SUMMER 2020

QUESTIONS & ANSWERS

Anne F. Smith

CEO, HealthWise Data LLC HealthWise Data’s Anne Smith on why qualitative marketing matters If you want to be in the know, Anne Smith believes it is best to know everything. Leave no stone unturned. That is why her company, HealthWise Data, helps marketers and healthcare providers take a 360-degree view of their customers, patients and prospects by combining health and financial wellness with demographics and social determinants of health. The firm’s data is developed using sophisticated analytics leveraging multi-sourced anonymized health data and as many as 2,000-plus consumer attributes. Smith, who serves as CEO, has more than 25 years of experience helping clients hit their marketing goals. Before founding HealthWise Data, Smith served as CMO of AnalyticsIQ and was in business development for Dun & Bradstreet, Claritas/Nielsen, Merkle and TransUnion. We sat down with Smith to get her insights into the world of quantitative marketing in the wellness space.

Why is quantitative marketing important?

Over the past few decades, marketing and advertising have evolved from intuition-based to more analytically driven solutions. The advent of AI (artificial intelligence) and Big Data has driven much more precise targeting capabilities and more effective one-to-one marketing performance. To be successful in the wellness space, marketers must understand how to best leverage data and analytics in an effort to provide the right offer to the right person, using the right channel at the right time.

To be successful in this wellness space, marketers must understand how to best leverage data and analytics in an effort to provide the right offer to the right person, using the right channel at the right time.” How do you combine quantitative and qualitative insights?

Qualitative and quantitative analyses can actually complement each other nicely. For example, at HealthWise Data, we use anonymized survey response information as the seed data to build lookalike models that will project the targeted outcomes on our universe of 265 million U.S. adults. This solution provides our clients with the best of both worlds—accurate predictions of health and wellness combined with excellent scale for nationwide marketing campaigns.

What scares people about data?

Not sure that I have a good answer for this as I’ve never heard anyone share they were feeling scared about data. However, I’d say if someone is “scared” about data it’s largely due to a lack of understanding. In this case, it would be wise to partner with an expert in the data and analytics field to help them better navigate the landscape.

WELLNESS MARKETER

Understanding and connecting with prospects is more difficult than ever. What advice do you have for marketers with regards to engaging with the community via quantitative and qualitative data? The first step is to really understand your best prospects and we do this by profiling existing customers. Using a sample of your best customers, we suggest using a combination of first-party customer data in conjunction with third-party consumer data to build comprehensive profiles. This insight will be the roadmap to target acquisition campaigns. More sophisticated marketers can layer in qualitative insights to better understand consumer attitudes around the brand and improve messaging. The combination of quantitative and qualitative data is ideal but I would suggested starting with a quantitative approach to fuel prospecting initiatives.

Data me this

Mastering the world of data-driven content creation

What advice can you give for the first steps in implementing data in marketing campaigns?

The first step is to fully understand your target market(s) and use this insight to design your acquisition campaigns. For example, you can work with an analytics partner to profile a sample of your customer universe using relevant third-party consumer data. You and your analytics partner can then use this insight to build custom personas to assist with audience selection, messaging and offer optimization. Using data and analytics insights on the front end will result in better back-end marketing performance. Even better, if you have access to previous campaign data that includes consumers who responded and became customers, your analytics partner can build response models that will score a prospect universe for even more precise targeting. The beauty of this approach is that it is an iterative process, so you will gain more intelligence with each campaign and continually tweak the model. The result? Ongoing optimal marketing performance.

If you are going to do content marketing, you had better do it right. According to Core DNA’s “Content Marketing Trends 2020,” that means aiming your content strategy at providing intentional and specific value to a specific audience. So, how are brands determining what value to provide their audiences? Did you say data? Getting into the data-driven content creation game is serious business—and something you need to master. Here, Core DNA gives you some tools for your belt:

Adopt a data-driven mindset throughout your marketing team and organization as a whole. Ensure you are focusing on the right data—the data that matters to your bottom line. To differentiate between metrics that matter and vanity metrics, you will need to do a bit of reverse-engineering. That means evaluating past successful content marketing initiatives and identifying the KPIs that typically precede financial gains. Next, determine what it was about this content or campaign that led to these numbers and follow that blueprint.

SUMMER 2020

INFOGRAPHIC

Discovery Channels

WHERE CONSUMERS FIND NEW BRANDS

Even with great marketing, a new product can have difficulty getting its feet off of the ground. That is why marketing in the correct places is imperative. According to Hootsuite’s “Digital 2020 Global Report,” search engines and TV ads are the top channels for finding out about new brands and products. The report,

35%

which analyzed people aged 16 to 64, shows where consumers are discovering the information they need:

SEARCH ENGINES

34%

29%

ADS ON TV

WORD -OFMOUTH

27%

25%

SOCIAL MEDIA ADS

BRAND/ PRODUCT WEBSITES

WEBSITE ADS

TV SHOWS OR FILMS

24%

23%

22%

RETAIL WEBSITES

SOCIAL MEDIA

MOBILE APP ADS

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