How to Create an Effective Health and Wellness Marketing Campaign (A Complete Guide)

Effective Health and Wellness Marketing Is Essential for Unlocking Value Within the Health and Wellness Industry

Reading Time: 3 minutes

January 24, 2024
Sudipti Kumar – Director, Cultural Insights

Half the U.S. Population Prioritize Wellness Yet Their Needs Remain Unfulfilled

Approximately 50% of U.S. consumers prioritized wellness in their daily lives in 2022. This marks a significant increase from 42% in 2020. 

However, despite this widespread emphasis, the health and wellness market is inadequately addressing consumer needs. Collage Group’s research indicates this gap is particularly pronounced among Hispanic, Black and Asian Americans.

To close this gap, brands need to understand the influence of Multicultural American culture on the health and wellness market, and how attitudes and behaviors in the industry are evolving across different ethnicities. Specifically, brands must understand:

    1. The health barriers Multicultural consumers face.
    2. Consumer challenges and relationships with health insurance companies across ethnicities.
    3. Multicultural consumer perceptions of mental health.

Health and Wellness Marketing: Empower Consumers to Overcome Health Barriers

According to Collage Group’s 2023 Pulse Check on Health report, 54% of Americans state “they think a lot about what can go wrong” with their health and wellness. Health is top-of-mind for the majority of consumers. Yet, accessing the right healthcare is difficult, especially for Multicultural Americans who experience heightened systemic barriers due to their racial and ethnic background. 

For example, there’s a shortage of Latino doctors, as highlighted in a study by Health Affairs. This means the Hispanic community is inadequately represented within the healthcare profession, and there’s a limited understanding of their needs. 

Additionally, Black Californians modify their appearance or behavior to mitigate the risk of discrimination and bias in healthcare settings such as hospitals, clinics, and doctor’s offices. 

Plus, anti-Asian racism within the medical field was highlighted in a study by Yale.

Keeping these examples in mind, it’s clear that, for Multicultural consumers, race is a significant barrier that prevents them from receiving high-quality healthcare.

To gain a deeper understanding of the challenges consumers face in accessing healthcare, Collage Group conducted the following survey. Participants were asked to indicate whether factors such as ethnicity, age, gender, and sexuality posed obstacles to receiving optimal care.

Notably, 37% of Black consumers state their race hinders healthcare access. Hispanic consumers also share this sentiment (29%). These results are significant when compared to the only 14% of White (non-Hispanic) consumers who agree.

As such, Black and Hispanic consumers seek brands that make an extra effort to understand the cultural, racial and healthcare barriers they face. With this in mind, outlined below are the main health and wellness barriers Multicultural consumers face. These are presented alongside key measures health and wellness brands should take to demonstrate solidarity in their marketing efforts.

The Health Impact of Labor-Intensive Work Is Palpable Among Hispanic Consumers

The health of Hispanic individuals is disproportionately affected by their employment status. Hispanics are more likely to be involved in labor-intensive occupations, such as construction. This adversely impacts their health due to the physically demanding nature of the work. Moreover, employees are exposed to health and safety risks, leading to elevated rates of injuries and fatalities among Hispanics as indicated by the National Journal of Insutrial Medicine.

Money Is the Biggest Factor Keeping Multicultural Americans From Achieving Their Best Health

Collage Group asked survey participants: ‘Which of the following is the biggest factor that keeps you from achieving your best health?’

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Sudipti Kumar

Sudipti Kumar

Sudipti is a Director of Cultural Insights on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.

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