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Health and Wellness Marketing Trends for 2016

Michelle Peel

New Year, New You! Did you make a New Year’s resolution? My resolutions are to live a healthier lifestyle and to lose weight. According to Money magazine, I am not alone. Of those participating in their survey, 41.1% and 39.6% respectively identified living a healthier lifestyle and losing weight as their top resolutions.

To start the new year on the right foot (pun intended), I purchased a wearable fitness tracker and downloaded the “MyFitnessPal” app. These two technologies are among the top trends in Health and Wellness for 2016 followed by telemedicine and wellness incentives, according to marketing intelligence firm Competiscan.

Wearable Fitness Trackers and Fitness Apps

If you don’t already have one, you at least likely have heard of wearable fitness trackers such as FitBit, Garmin, Jawbone, etc. These wearable fitness trackers are for all ages and go beyond the pedometer to monitor heart rate and blood pressure, track movement and track sleep.

Consumers are embracing the idea of wearable devices. According to Mintel’s Consumer Trends 2015, data shows that 22% of US consumers have purchased a wearable device, 40% of consumers would buy technology that easily connects to products they already have, and 43% would be interested in using a device that tracks heart rate, blood pressure, and movement.

In Mintel’s blog “Wearable Insurance: The impact of smart devices on the insurance industry,” it is noted that wearable devices provide a win-win for both consumers and insurers. Insurance companies will have healthier clients and individuals can realize insurance rate savings and receive rewards. These devices could potentially increase customer engagement as they provide continued opportunities for positive customer-brand interactions throughout the policyholder’s life.

Wellness marketing direct mail tip: To entice members to embrace wearable fitness trackers or download targeted fitness apps, use your member communications direct mail piece to direct them to your website, where they can find incentives to purchase these technologies. Even add a personalized URL (PURL) so they can respond or learn more about the offer.

Telemedicine

More insurers are offering telemedicine as a cost-saving way to provide care to members. According to the American Telemedicine Association, telemedicine includes a growing variety of applications and services using two-way video, email, smartphones, wireless tools and other forms of telecommunications technology to improve a patient’s clinical health status.

Wellness marketing direct mail tip: Include a QR code on your direct mail piece that leads members to the registration page on your telemedicine website. Once registered, they will be able to take advantage of this cost-saving alternative care benefit.

Wellness Incentives

Incentives remain an important method for motivating members to improve their health.

Wellness marketing direct mail tip: Utilize full-color, variable-data digital printing technology to create personalized, highly-targeted, direct marketing messages to members. Messages can be customized by wellness incentive to measure results. For example, one member may be encouraged to schedule a preventive care doctor’s visit and offered a $100 Amazon gift card, while another member may be offered a fitness tracker to track their heart rate, blood pressure and movement.

We can help you get your marketing in shape to increase the effectiveness of your health and wellness direct marketing campaigns. Make IWCO Direct part of your New Year’s solution!

link https://www.iwco.com/blog/2016/01/27/2016-health-and-wellness-marketing-trends/
Michelle Peel

Author

Michelle Peel

Marketing and Corporate Communications Manager and graduate of Elizabethtown College. Bringing the “make it happen” attitude to IWCO Direct for more than eight years and the direct marketing industry for more than 20. Favorite recognition: When her daughter was asked in school what she wants to be when she grows up, she responded, “Just like mom.” Pittsburgh Steelers fan who enjoys dancing, shopping, and spending time with family.

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