How to Market Health and Wellness Products: Proven Strategies That Work in 2025
The global wellness economy reached $6.3 trillion in 2023, accounting for over 6% of global GDP, and is projected to grow to nearly $9.0 trillion by 2028.
This surge reflects a significant shift in consumer behavior, with 82% of U.S. consumers now consider wellness a top or important priority.
The problem is that you need to attract those customers. We’re here to help.
In this article, we delve into effective wellness marketing strategies that resonate with today's health-conscious consumers.
Whether you're a wellness brand, a provider of wellness services, or involved in the broader wellness space, this guide helps you take a comprehensive approach to health marketing.
Let’s dive in.
P.S. If you're looking for expert partners to amplify your wellness marketing efforts, check out our list of the top health and wellness marketing agencies. Find the right team to help you build stronger connections and drive long-term growth.
What is Health and Wellness Marketing?
Health and wellness marketing involves promoting products and services that support individuals' physical, mental, and emotional well-being.
"You’re not just selling a service or a product - you’re becoming a part of someone’s personal journey toward better health. That requires a level of authenticity and sincerity that goes above and beyond the standard marketing playbook." - Neil Patel, Digital Marketing Expert
This approach focuses on inspiring and empowering people to make positive lifestyle choices aligned with their health goals.
Understanding what health and wellness marketing is only sets the stage.
Next, let’s see why it’s vital for business success:
Why Marketing Matters for Health and Wellness Businesses?
Marketing is the engine that drives growth in the health and wellness sector.
Every minute, consumers submit around 70,000 health and wellness queries on Google, highlighting the strong and continuous demand for solutions and guidance.
However, the competition is fierce: more than 2.8 million health and wellness providers in the U.S. are vying for consumer attention.
In this crowded market, strong marketing efforts are essential to stand out.
Digital engagement is critical, as 90% of consumers turn to social media for health information, and 72% of internet users actively search for health-related content online.
In fact, one in five consumers, and a staggering 40% of Gen Z, report being influenced by social media content when making health or beauty purchases.
On top of that, digital fitness tool usage has soared by 30% since 2021, redefining how people approach their personal wellbeing.
With the importance clear, it’s time to explore the strategies that will move your brand forward:
10 Key Marketing Strategies for Health and Wellness Brands
Let’s explore strategies that can seriously increase your health and wellness brand:
Strategy №1. Precision-Paid Advertising
Cut through the noise with tightly targeted paid ads that address specific wellness needs or aspirations.
For this to work, focus on niche segmentation, rather than broad audiences.
Also, use retargeting to re-engage visitors who showed interest but didn’t convert.
Remember: Precision beats volume; every ad dollar should track back to measurable business outcomes.
Pro tip: Experiment with A/B testing different messaging angles in your precision ads to uncover what truly resonates with each segment. Small tweaks in copy or imagery can dramatically improve both click-through and conversion rates.
Strategy №2. Leverage Authentic Storytelling
Wellness consumers respond to honesty over hype.
Share genuine narratives that highlight your brand's mission, values, and the real-life experiences of your customers.
Here’s a good example:
In fact, effective storytelling can increase conversion rates by 30%, and 55% of people are more likely to remember story-based messages than fact lists.
"If you’re passionate about the content that you’re creating or the product/service that you’re offering, people will respond to that genuine love and enthusiasm." - Laura Wright, Natural Foodie
Pro tip: Use visuals like short videos or behind-the-scenes photos to make your storytelling even more relatable. Emotional connections are built faster when audiences can see the human side of your brand.
Strategy №3. Utilize Social Media Engagement
When 40% of Gen Z say social media shapes their health purchases, active engagement on Instagram, Facebook, and TikTok is non-negotiable.
Brands must share informative content, respond promptly to comments, and spark conversations that foster a sense of community.
Headspace (sometimes) gets this right:
Use features like Stories, Live sessions, and polls to create interactive experiences that deepen connections and drive higher conversion rates.
Pro tip: Integrate social listening tools like Hootsuite, Sprout Social, or Mention to monitor real-time conversations about your brand, products, and services across various social media platforms.
Strategy №4. Implement Influencer Partnerships
Building strong social media engagement sets the stage for impactful influencer collaborations.
Influencer marketing delivers an average return of $5.78 for every dollar spent, outperforming many other digital channels.
Moreover, 66% of brands report higher ROI from creator content compared to traditional ads.
To capitalize on this, collaborate with wellness influencers who authentically align with your brand values.
Even better, focus on building long-term relationships to increase trust and credibility.
For example, Hurom named NFL All-Pro defensive end Nick Bosa as its global brand ambassador, featuring him in a video series that highlights how daily juicing with Hurom’s slow juicers fueled his recovery and peak performance.
Pro tip: Partner with nano (1K-10K followers) and micro (10K-100K) influencers: they can deliver up to 60% higher engagement rates than macro-influencers, with average engagement of 5-8% versus 1-3%, while nurturing tight-knit communities and stretching your budget further.
5. Offer Personalized Wellness Experiences
While influencer partnerships build awareness, personalized experiences drive action.
You can do this in several ways.
One is to encourage current customers to share progress photos and success stories via dedicated customer portals and community health forums.
Or, leverage interactive wellness apps to adapt recommendations based on submitted data and testimonials.
And take it from us: personalization is not just a feature; it’s a marketing approach that connects with wellness customers where they are in their daily lives.
For example, Bubble Skincare leverages user-generated content quite well. The brand encourages customers to share their skincare routines and product experiences on social media platforms like so:
@alanisramireza @Bubble Skincare MADNESS PR🏀🫧 @Bubble Insiders #bubbleoncampus #bubbleambassador #skincare #pr #microinfluencer #contentcreator #fyp #ugc #unboxing #asmr #marchmadness #march #madness ♬ original sound - nxghtxcore.audios👁✨
Pro tip: Create branded hashtags and feature user submissions directly on your website or social media channels. This turns your current customers into advocates and gives potential customers trustworthy experiences to engage with.
Strategy №6. Produce Educational Content
Ever wondered how to turn expertise into engagement?
We’ll tell you exactly how.
Depending on your brand, you can create in-depth guides, video tutorials, and infographics that address common queries and stress management techniques.
Or publish blog posts on weight loss science, healthy lifestyle tips, and the component of health tied to your products.
You can even embed product reviews and research-backed advice to foster informed decisions.
Remember: The point is to address people’s pain points and offer them solutions but also teach them to find other, better solutions for themselves; remember that if you teach a man to fish, you feed him for a lifetime.
Strong educational efforts support organic traffic growth, increase customer satisfaction, and improve the quality of life for your customer base.
For example, Headspace’s blog ecosystem attracts over 720,000 organic visitors by delivering deep dives into meditation science.
Pro tip: Partner with certified health professionals for guest articles or webinars to add expert authority to your content. Use interactive tools like checklists or quick quizzes to turn information into actionable steps for your audience.
STrategy №7. Form Strategic Partnerships
Partnering with complementary businesses such as gyms, health food stores, or wellness apps is how brands can cross-promote services and tap into each other's customer base.
In fact, partnerships can increase customer acquisition by up to 23%.
Begin by identifying businesses that share your consumer profile and values; then, co-create co-branded events, bundled offers, or referral programs.
Such alliances expand your reach but more importantly, they reinforce brand credibility and trust among health-conscious consumers.
In 2023, for example, Bellabeat teamed up with The Body Shop to launch a wellness bundle called “Beyond Skin Deep.” Bellabeat makes smart health wearables, and The Body Shop is all about skincare, so they combined their strengths.
The bundle included Bellabeat’s Ivy device plus some of The Body Shop’s best products. It was a cool way to link body health with skin care. They even threw a celeb event at Nobu Malibu to hype it up and get more eyes on the collab.
Pro tip: Track the performance of each partnership with referral codes or unique landing pages to measure ROI and optimize future collaborations.
Strategy №8. Optimize for Search Engines
With 53.3% of website traffic coming from organic search, SEO remains a core digital marketing strategy for your business.
It’s hard to summarize SEO in just a few words, but here are the basics:
Begin researching high-intent keywords such as wellness products and wellness marketing strategy, and weave them into meta tags, headers, and content.
Then, optimize site speed and mobile usability to avoid the 53% abandonment on slow pages.
Of course, aim for top-three rankings, which capture 68.7% of clicks for all target keywords that genuinely matter for your brand. You do this by publishing authoritative, relevant content that aligns with searcher intent. Then, you build relevant backlinks to that content.
That’s how Nuun tablets ranks in top 10 for a slew of queries related to hydration and electrolytes (both for top and bottom of the search funnel):
Pro tip: If your internal team lacks the bandwidth or expertise for deep optimization, partner with specialists who focus on performance-driven search strategies. Check out our list of top technical SEO agencies to find experts who can help increase your organic traffic and search visibility.
Strategy №9. Engage in Community Building
What transforms a wellness brand from a product into a movement? A strong, engaged community.
According to TINT, 68.7% of consumers prefer to purchase from brands they interact with in an online community.
Wellness brands can foster this by creating spaces like Facebook groups, wellness apps, or in-person events, where customers share experiences and support each other.
This approach builds trust, encourages meaningful connections, and enhances customer satisfaction.
Lululemon, for example, does more than just sell activewear; they've cultivated a lifestyle community centered around wellness and mindfulness. Through free in-store yoga classes, ambassador programs, and community events, they've created spaces where customers connect beyond shopping. This approach has turned their stores into community hubs, creating a sense of belonging among their customers.
Here’s that sense of community in action:
Pro tip: Appoint a community manager to keep discussions active and aligned with your brand values.
Strategy №10. Use Email Marketing
Email marketing gives you an average return of $36 for every dollar you spend, so it’s a powerful tool to engage health-conscious consumers.
Average open rates for these sectors reach 37%, which shows you’ll have strong audience interest.
Remember: Your email list isn’t just a channel, it’s owned attention.
Use segmented lists to tailor content based on wellness goals, product interest, or customer pain points.
Mix educational content with wellness marketing ideas, health tips, and exclusive offers to keep your audience engaged.
Pro tip: Implement automated email sequences for onboarding new subscribers, sending personalized wellness journeys, and re-engaging inactive customers. Automation not only saves time but also ensures consistent communication, enhancing customer experience and satisfaction.
Best Practices for Wellness Marketing Success
Now that you’ve seen the top strategies, let’s explore how to execute them effectively with best practices that drive results:
1. Understand Your Target Audience
Start with audience research.
Use Meta Audience Insights, SparkToro, and Similarweb to identify demographics, behaviors, and content preferences.
Build user personas based on purchase history, preferred platforms, and wellness goals.
If you’re marketing premium supplements or boutique clinics, segment by income level, not just interests.
2. Utilize Data-Driven Marketing
Track the metrics that show what’s working: conversion rates, email list signups, average cost per lead, and bounce rate.
Use Google Analytics 4, HubSpot, and Triple Whale to monitor campaign performance.
Pair that with user heatmaps from Hotjar to see what grabs attention.
Stop guessing. Let the numbers decide what content stays, what content goes, and where your spend is wasted.
3. Study Your Competition
Run content audits and social listening.
Tools like SEMrush and Brand24 show what content is ranking and which posts are earning attention.
If a competitor’s Pinterest post is getting traction, figure out why. Reverse-engineer it and do it better. Benchmark against those winning in your niche.
Use a Google advanced search query that uses site: and a date range filter to see how many indexed pages (like blog posts or articles) a competitor has published within a specific time frame. Here's how to do it:
For example:
This will return all pages Google has indexed from that site within the specified date range. Use that as a rough benchmark for how many pieces of content they pushed live during that period. Compare it to your own site or other competitors.
Pro tip: You can narrow it further with keywords:
Or filter for blog-only subdomains:
4. Focus on Luxury Channels
Instagram Reels, TikTok, and Pinterest cater well to aspirational health products.
Use these for high-end supplements, spa treatments, and concierge care.
Consider indoor digital ads in upscale gyms, salons, or malls. Like so:
Luxury audiences also engage with high-gloss magazine spreads, go print when you want prestige.
5. Embrace Omnichannel Marketing
Don’t let your content die on one platform.
Repurpose blog posts into short-form video.
Turn influencer testimonials into email content.
Sync content calendars across social media, blogs, and paid ads.
Consistency across touchpoints increases trust and shortens the buyer journey.
Remember: One channel alone won’t deliver results, you need them working in sync.
Examples of Successful Health and Wellness Brands and Their Strategies
Here, you’ll see how top health and wellness brands turned smart strategies into real-world results:
1. Gymshark: Growing a Global Brand with Micro-Influencers and Community Challenges
Gymshark scaled from a bedroom startup by tapping micro-influencers and building community engagement.
Its digital marketing hinges on influencer collaborations, social media engagement, and targeted content marketing.
The brand partners with fitness creators on Instagram and TikTok, offering limited-edition product drops and hosting pop-up events to spark user-generated social posts.
Campaigns like #Gymshark66 drive daily challenges that amplify share frequency and elevate engagement rates.
This direct-to-consumer approach reduces average content cost and nurtures brand loyalty, while strengthening employee advocacy efforts by turning staff and fans into authentic ambassadors.
2. Calm: Dominating Mindfulness Marketing with Content and Strategic Media Buys
Calm leverages a freemium model and a content-first approach to dominate the meditation space.
It offers guided meditations, sleep stories, and masterclasses via subscription, underpinned by influencer partnerships and high-quality blog content.
Calm optimizes YouTube SEO to rank atop mindfulness searches and publishes regular podcasts that drive email newsletter signups.
In 2024, Calm bought 30-second ad blocks on CNN and ABC during election coverage, delivering a branded “moment of silence” that sparked national social media buzz.
These tactics combine to grow social traffic, increase content marketing ROI, and align marketing budgets with data-driven decisions.
3. Oner Active: Turning Community Engagement into Athleisure Success
Founded by fitness influencer Krissy Cela in 2020, Oner Active has rapidly grown into an £80 million-a-year women's athleisure brand.
Despite initial quality issues, Cela leveraged her substantial social media following to rebuild trust and drive sales.
The brand's success is attributed to its direct engagement with customers, community-building efforts, and a focus on high-quality, stylish activewear that resonates with its target audience.
Mastering Health and Wellness Marketing
The health and wellness economy is growing fast, driven by consumers who now prioritize well-being in every part of their lives.
Winning in this space means acting with precision, authenticity, and data-backed strategy.
You need more than a polished message.
Here’s a quick recap of the most impactful tactics:
Precision-paid advertising to target niche wellness segments
Authentic storytelling to build real emotional connections
Social media engagement to spark community and drive conversions
Strategic influencer partnerships for trusted reach
Personalized experiences to deepen customer loyalty
Educational content that informs and empowers
Strategic partnerships that expand market presence
SEO-focused efforts to dominate organic search
Active community building to foster loyalty
Omnichannel marketing to drive consistent engagement
Leverage these strategies to deepen consumer ties, increase engagement and drive long-term growth.
Stay agile. Stay sincere.
Keep your audience at the heart of every decision.
P.S. Want to dive deeper into strategies that actually move the needle? Check out our blog for fresh insights and actionable ideas.
Frequently Asked Questions
What is wellness marketing?
Wellness marketing is the practice of promoting products, services, and programs that support people’s physical, mental, and emotional health. It focuses on building genuine connections by sharing transparent messages, guiding individuals toward positive lifestyle choices, and becoming part of their personal journey to better well-being.
How to market health and wellness?
Start with audience research to build detailed personas based on goals, behaviors, and spending power. Deploy precision-paid ads tailored to specific segments. Create authentic stories using short videos, testimonials, and behind-the-scenes content. Engage actively on social platforms with live sessions, polls, and prompt replies. Partner with influencers whose values align with your brand. Offer personalized experiences through interactive apps and community forums. Produce educational guides, tutorials, and infographics. Form alliances with gyms, health stores, or wellness apps. Optimize your site for relevant search terms. Create online groups or events to foster community. Finally, synchronize email, social media, and paid campaigns for consistent messaging.
What is the target market for health and wellness?
The main audience comprises health-focused consumers who actively seek solutions and guidance. In the U.S., 82% of adults rank wellness as a top priority. Younger cohorts, especially Gen Z, turn to social media for health insights. Premium segments look for high-end supplements or boutique services and can be further segmented by income level, age bracket, and specific wellness goals.
What are some wellness marketing strategies?
Key tactics include precision-paid advertising, authentic storytelling, social media engagement, influencer partnerships, personalized experiences, educational content creation, strategic alliances, search engine optimization, active community building, and an omnichannel approach.