The importance of trust and authenticity in health marketing
73 percent of Australian consumers indicated that they had purchased complementary medicines in the previous 12 months.
The health industry.
Australia’s health and wellness industry has continued to boom over the last decade, with the health and fitness sector contributing over $4 billion to Australia's GDP.
Austrade’s industry capability report on the health and wellbeing industry showed that the popularity of natural healthcare products is increasing with a growth rate of seven per cent year on year. According to consumer and market data specialists, Statista, in 2021, 73 percent of Australian consumers indicated that they had purchased complementary medicines in the previous 12 months. Within the three-quarters of Australians actively purchasing in this area, 92 per cent of women aged 20-24 take at least one dietary supplement.
Similarly, during a survey carried out among consumers in March 2022, 75 percent of respondents aged between 18 and 24 said they followed at least one virtual influencer, while 67 percent of respondents aged both 25 to 34 and 35 to 44 said they did so as well.
These are huge numbers, and the age demographics in play demonstrate that the health and wellness sector is ripe for strategic and targeted marketing campaigns on social media.
But it begs the question…
How do you cut through in this massive market segment?
The answer is through trust and authenticity.
Consumers place a large amount of trust in brands whose products they put into their bodies, relying on authentic promotions from reliable sources to influence their purchasing decisions.
Aside from being TGA compliant and fulfilling all necessary regulatory obligations, one effective way to ensure authenticity and promote trust is through the use of relevant brand ambassadors. By collaborating with a star who operates within the realm of health and wellness, you are able to stand out in this booming market, and add an elevated sense of trust and credibility to your product to create a positive association between your brand and a health star.
What sets the health industry apart?
Health and wellbeing brands have a distinct advantage when it comes to this space, as the core values of healthy lifestyles and positive wellbeing are desirable for many stars' images, and will be an influential factor in their decision to put their name behind your brand.
By partnering with a brand ambassador whose values of health and wellbeing perfectly align with your brand, the potentially tedious process of creating marketing and promotional content is made much simpler, as the star can convey the unique selling points of your brand in an enthusiastic and authentic manner through a combination of content and secondary associations.
For examples of how different health and wellness brands have effectively utilised brand ambassadors, and further information on what a health star can do for you, check out our ‘Australian Health Celebrities’ and ‘Australian Mental Health Speakers' pages.
Keen to get started?
Pickstar’s free and easy-to-use platform can help you find your perfect health star. All you have to do is provide us your project and budget details and our selection algorithm does the rest, finding you relevant stars whose values align with your brand.