If you follow professional football, you’ve probably heard about Patriots quarterback, Tom Brady’s anti-inflammatory diet. Similarly, if you keep up with pop culture, you may be familiar with Gwyneth Paltrow’s latest “health” venture, Goop. Or perhaps you keep up with self-proclaimed food expert, Food Babe. While there’s no denying that these well-known figures have a large following, the health claims they promote have very little credibility and are, for the most part, ridiculous.
In today’s trust economy, that’s problematic. Consumers are often able to see through the plethora of ridiculous health schemes, and when it comes to making decisions about health and wellness they want guidance from the sources they trust most—not some celebrity with a new diet plan. Many times, this trusted advisor is an everyday health professional. Rather than promoting an unrealistic, and potentially unhealthy lifestyle, health professionals provide consumers with expert advice catered to their individual needs and influence their decision making in a positive way.
How can your healthy brand utilize health professionals’ influential power? Here are a few key steps:
Give them the Facts
Health professionals are education junkies. They spend their days educating their patients and they’re constantly furthering their own knowledge. When first engaging these health professionals, it’s up to the brand to do the educating. Present them with the science behind the brand, explain the key features and benefits, and tell them what’s inside. By doing so, brands place themselves on the same side of the table as the health professional.
Provide a Personal Experience
The facts are useful, but they’re not enough to transform a health professional into a brand advocate on their own. Think about it, have you ever recommended something that you haven’t tried yourself? Probably not. In order to warrant the personalized recommendation that consumers crave, brands should provide health professionals with a personal experience with the brand. Let them see it, hold it, taste it, or use it. This allows health professionals to give a product their stamp of approval and warrants a genuine recommendation.
Engage in Two-Way Communication
Health professionals are experts in their field and they’re engaging with brands’ target consumers on a daily basis. If they’re willing to provide their insights and feedback, brands should listen. By engaging in two-way communication brands can demonstrate that they value their input, and health professionals can experience a sense of ownership in the brand they’re advocating for.
An honest recommendation from a trusted advisor is what consumers seek when making health & wellness decisions. Unlike traditional forms of media and advertising or influencer platforms, brands can utilize health professionals to engage with consumers and positively influence their purchasing decisions.