Getting in on wellness marketing

Health and wellness has solidified its place in American culture and lifestyle—and is here to stay. People making choices that lead toward a healthier and more fulfilling lifestyle has grown the wellness movement from a small, niche audience to a mainstream phenomenon—and healthcare organizations are taking notice.


According to the U.S. Department of Labor, women make 80% of the healthcare decisions for their families and in turn, have a significant impact on consumer spending. From household cleaning products and organic food to healthcare and medicine, the pursuit of wellness has major financial impact for manufacturers and care providers alike.

Because of the power and popularity of wellness, it’s important to evaluate how your healthcare organization fits into this landscape. Are there any missed opportunities that your organization can capitalize on? Where and how can you incorporate wellness messaging into your healthcare marketing strategy?

Here’s some channels hospitals can leverage for wellness marketing:

Owned media

Take advantage of owned media channels to promote wellness programs throughout the hospital or practice space. Digital screens and posters are great ways to grab the attention of visitors while they wait.

Search Engine Marketing (SEM)

When a patient faces a diagnoses, he or she will most likely go online and search for information related to the condition and possible treatments. Lay the groundwork so they come to your site first for reliable information. Make sure that your website is properly optimized and is regularly updated with fresh, meaningful content.

Social Media

Social media provides healthcare organizations with the opportunities to connect with patients and promote positive stories about great care. According to AdAge, social media was a key driver in increasing Boston Children’s Hospital net patient services revenue from $1 billion to $1.4 billion in one year.

As this trend continues, the market will be flooded with health and wellness marketing. Hospitals are crucial to populations’ health and wellness—they need to make sure their messaging demonstrates that and stands out in the saturated market.