A new study by Ogilvy reveals that consumers are hungry and expecting for more wellness, even in categories which you might think have nothing to do with the subject. Seventy three per cent said they expected brands to have a wellness strategy, taking action to help them improve their own wellness and make the world a better place.
But what do you need to consider when developing a wellness communications strategy for your business? Based on our own experience as a PR agency specialising in wellness communications we recommend you look at the eight principles of wellness: Body, Mind, Work, Spirit, Finances, Community, Emotions and Environment. You may already have programmes in place that are meeting these principles from an environmental or employee perspective but you may be finding it difficult knowing how to communicate your wellness message to your customers. Here we look at some of the ways you can achieve this.
Consider how you are going to reflect your approach to wellness through your branding both visually and verbally. This is your ‘wellness promise’ to your customer which is going to give you the edge over your competitors.
You may want to adapt your logo or create a new tagline which incorporates your wellness credentials. Look at all elements of your business from internal branding elements such as email signatures, how you answer the phone and marketing collateral to information on how your products and services are being adapted to give the customer a healthier, happier experience.
- Key messages
Key Messages are part of your branding and are at the heart of your communications strategy which will help with both understanding and participation. They help control the conversation around your brand. These will include both internal and external messages such as:
- Your goals and objectives of the programme
- What you expect to achieve for your business, employees and customers
- What you would like your audiences to do. The more you can involve your customer in your wellness strategy, the more effective it will be
- Employee engagement
A successful wellness communications strategy encourages employees to take responsibility for their own health resulting in a happier, healthier and more productive workforce for a business. The success of a company’s wellness communications strategy really does start with its workforce.
It’s important to consider encouraging a better work-life balance through flexible working and ensuring that the working environment including desks and chairs is conducive to employee health. It’s important though to remember that each employee is an individual and may have different requirements.
You should also create an interesting and engaging wellness programme which might incorporate some of the following: health screenings, mental health services, smoking cessation programmes, wellbeing webinars, mentorships, nutrition counselling and healthy snacks.
Whatever you do, make it accessible, consistent and show your enthusiasm for the programme. Issue weekly updates, host regular events and celebrate those employees who have gone that extra length.
After all, a happier, healthier workforce is only going to be of value to your bottom line.
- Environmental Certifications
Sustainability and wellness go hand in hand. You really can’t have one without the other. The wellness of our planet is paramount to our own wellness so your communications strategy should include the steps you are taking to minimise your company’s impact on the world. This may be through sustainability partners such as The Planet Mark or B Corp, the materials you use or your supply chain model. Clearly define the responsibility you are taking as a business and what this means to your customers, using your certifications as proof of your investment.
- Story telling
Story telling is 22 times more memorable than figures and facts. It’s a fantastic way of reaching and engaging your customers on an emotional level and brands with a wellness strategy lend themselves well to story marketing. Tell your story through your employees and customers so they can explain how your brand has had a positive impact on their life. Involve your customers on your wellness journey taking them behind the scenes and showing them how you source your ingredients or are supporting certain environmental causes.
Get creative by tapping into some of the trending wellness trends or matters of the moment and bring in the help of a specialist wellness communications agency where you need it. You don’t have to go to the lengths of making an epic movie to tell your narrative, it’s often a simple human story that has the biggest and widest effect.
If you need help with your wellness communications strategy we’d love to hear from you. Please email firstname.lastname@example.org and we’ll be in touch.