Mastering compliant content marketing for Health & Wellness

7% of all Google searches are health related – this equates to approximately 70,000 health queries every minute! With such a high demand for health-centred information online, digital content distribution becomes crucial for Health & Wellness brands to build relationships with their target audience, and establish trust with information that is reliable, accurate, and engaging.

The Health & Wellness industry, however, cannot approach content marketing in the same way as other industries. Health & Wellness brands face unique challenges when planning their content marketing strategy, in relation to compliance and regulations. Finding this balance between the two is essential for digital success in the Health & Wellness industry.

Why is content marketing important for Health & Wellness brands?

Brand awareness

A strong content marketing strategy can increase awareness about your brand’s services within your target audience. Through the power of creative and insightful content, you can share information that both educates and informs your audience about your USPs in a way that resonates with them.

Having a recognisable brand and a strong digital presence can have a significant impact on visibility, conversions, and cost.

Visibility

As our world rapidly becomes more digital, and people are increasingly looking to the internet for health related queries, a strong online presence is vital for Health & Wellness companies looking to thrive and grow their customer base.

Distributing consistent, high-quality content that meets E-E-A-T guidelines, can significantly impact search engine rankings. This helps potential customers find your brand online when searching for queries relevant to your products or services.

User engagement

Building a bank of high-quality content is likely to captivate and engage users. This leads to a target audience that is educated on a range of health topics, helping them take a more proactive role in their own health. Users that are highly engaged with their own health are more likely to seek products and services to stay fit and improve their physical and mental wellbeing.

There are several benefits associated with increased user-engagement, including:

• Increase in statistics such as ‘time spent on page’ – increasing the likelihood your content will rank higher.
• An increase in customer satisfaction
• Better patient health outcomes

Building trust and credibility with your audience

While customer trust is important in any industry, it is vital in the Health & Wellness sector; this is because there is no room for error when purchasing a service or product that can impact your health.

Building a hub of reliable, accurate, and current content, Health & Wellness brands can establish themselves as a dependable source of information that they can trust to be reliable.

What challenges do Health & Wellness brands face in Content Marketing?

Health & Wellness brands often fall under the YMYL (Your Money, Your Life) category; this means that content written or produced by these brands could have an impact on an individuals health or wellbeing – and will therefore be scrutinised heavier by search engines than other industries. This means they need to ensure that the content they produce abides by Google’s E-E-A-T guidelines, including but not limited to:

• Helpful or useful to the user landing on the page
• Using accurate and up-to-date information and statistics
• Links to reliable source information on data
• Written or edited by a qualified professional

It is also important for Health & Wellness brands to keep their information up-to-date with the latest research and statistics. The Health industry is constantly being researched, and new information gets released daily – so it is vital for Health brands to be sharing the most up-to-date knowledge with their audience. This also means making sure that the information you are sharing originates from accurate and reliable sources.

The Health & Wellness industry also faces the challenge of having to produce content for smaller, and more precise target audiences. This can make creating and writing content difficult – because sometimes vital but niche information needs to be shared, but it is difficult to know whether this information is reaching the right audiences, and how you would go about targeting them.

Health & Wellness brands also need to ensure that they are remaining compliant with the evolving laws and regulations set out by a number of governing bodies. These governing bodies have established a strict set of guidelines that Health & Wellness brands need to adhere to when advertising or marketing their products and services.

Marketing & compliance

Compliance is crucial in marketing for Health & Wellness brands. Ensuring that Health & Wellness brands remain compliant to marketing, advertising, and privacy regulations not only helps keep the public safe, but also advances scientific discoveries, and accelerates the process behind producing life-saving medications, products or services.

Non-compliance with regulations can cost Health & Wellness brands billions in fines, lawsuits, and reputation management.

There are numerous governing bodies in place that regulate the rules around marketing and advertising products and services associated with Health & Wellness. The compliance rules often centre around areas such as:

• The wording behind messaging or ad copy
• How you are positioning yourself as a brand
• How patient or customer data is being used in marketing activity.

The below are just a few of the governing bodies that regulate marketing and advertising material for Health & Wellness.

HIPAA: The HIPAA regulates all the rules related to patient data protection. It sets a national standard for the protection of patient health-related information – including how it can be distributed and used in marketing activities. When using patient data for marketing purposes – for example in a case study, testimonial, or for social proof – it is essential that Health & Wellness brands remain compliant to these guidelines.

FDA: The FDA regulates a set of guidelines that outline how Health & Wellness brands promote their products or services. Some of the rules include:

• Not providing misleading information to patients
• Not exaggerating or manipulating data simply to entice more customers
• Providing true and accurate information to patients in a simplified manner
• Providing all related material information for pharmaceutical products alongside ads

PAGB: The PAGB serves as the representative body for UK manufacturers of branded over-the-counter (OTC) medicines, self-care medical devices, and food supplements. Their role involves ensuring that advertising materials created by marketers are responsible and devoid of any misleading information.

Click Consult are associate members of the PAGB; through this partnership we are able to support our clients in developing marketing material that is compliant with advertising regulations in the UK.

“Our partnership with the PAGB has been monumental for Click’s growth as a digital marketing agency with specialisms in Health & Wellness. The wealth of resources, networking opportunities, and collaborative possibilities have not only benefited our clients but has positioned us as leaders in the ever-evolving landscape of Health & Wellness marketing. Together, we are driving innovation, compliance, and long-term success for our clients and the Health & Wellness industry as a whole.”

– Julie Sowa, Managing Director at Click Consult

EMA: The EMA conducts assessments to authorise marketing material for medicines across Europe. These evaluations play a crucial role in decisions on which medicines can be made available in the European market.

Content marketing strategies for Health & Wellness

The use of jargon in content: As mentioned earlier, Health & Wellness brands quite often fall under the YMYL category – meaning that it is vital their website content portrays their authority and expertise on their specialist subject. Health & Wellness brands can, at times, rely too heavily on the use of technical jargon in their content in an attempt to help them appear knowledgeable or authoritative on a topic. This creates challenges for users, with the technical language hindering their understanding of the content.

Finding a balance is vital for success. A strong digital content marketing strategy can be key to achieving this, as it gives you the ability to diversify your approach, produce content with minimal jargon and promote better understanding.

Personalisation: Although Health & Wellness brands need to be cautious when using patient or consumer data in their marketing activity – when done in line with compliance, this can be a hugely influential method for your brand. In the digital age, consumers are demanding marketing activities that have a more human feel, that they can relate to on a personal level. People relate to people, so putting your employees, and customer success stories at the forefront of your content marketing strategy is key for success. It humanises your brand, allowing users to feel like they are interacting with a person rather than a business.

Using evidence-based information and data: Leveraging evidence-based information and data is not only paramount for establishing credibility and building consumer trust, but data and statistics can also have an influential impact on consumer decision making. By incorporating scientifically validated information and data into marketing strategies, brands can showcase the efficacy and reliability of their products, thus addressing the informed and health-conscious preferences of their target audience. This approach not only enhances brand reputation but also establishes a transparent and ethical relationship with consumers, who are more likely to make informed decisions when supported by credible evidence.

User-focused content: User-focused content is content that prioritises the users wants or needs over other factors. This type of content is developed to answer real questions the public might be asking associated with your product, services, or niche. With more people searching for health related queries and medical information online, creating this type of content can establish you as a leader in your field and help build trust amongst your audience.

The role of SEO in content marketing for Health & Wellness

Combining your content with effective SEO strategies provides additional benefits. By optimising your content for organic search, you can position your Health & Wellness brand to be easily found by users searching for associated and relevant queries. This strategic approach not only increases the likelihood of attracting new prospects but also establishes your authority within your industry. Effective SEO goes beyond just attracting traffic – it’s about connecting with the right audience.

Incorporating SEO as a crucial element of your content marketing strategy will increase the likelihood that your target audience will engage with your content, and ultimately, convert into valuable clients or customers.

Summary & final remarks

Content marketing in the Health & Wellness industry requires a strategic approach. Through navigating the challenges, adhering to compliance standards, and strategically implementing content and SEO strategies, Health & Wellness brands can build trust, credibility, and lasting relationships with their audience in the digital landscape.