8 Tips for Better Health and Wellness Marketing

The health and wellness industry is a huge and expanding market valued at over $532 billion in the U.S. alone. But with everything from supplement startups to telehealth apps vying for attention, how do you make your brand stand out?

Spoiler alert: It’s not by posting generic advice and hoping for the best.

This guide will show you how to cut through the noise with marketing strategies that resonate with health-conscious consumers—without sounding like a broken mindfulness app.

The Health and Wellness Market Today

The health and wellness market isn’t just about kale smoothies and gym memberships anymore. It’s about helping people achieve “complete physical, mental, and social well-being,” in the words of the  World Health Organization. In other words, your audience isn’t just buying products: they’re investing in solutions for sleep struggles, politically-induced anxiety, and the perpetual quest for work-life balance.

With the market projected to hit over a trillion dollars by 2034, the stakes are high, so align your online presence with consumer cravings for authenticity over polish. We’re all done with the hype-factory produced “miracle cure” claims. Today, the best brands feel like trusted friends in the wellness space—not corporate entities.

Building the Foundation for Wellness Marketing

Wellness marketing isn’t about selling—it’s about solving. Effective wellness marketing should:

• Address real pain points (i.e., managing chronic stress over trendy superfoods, )
• Build trust through transparency (ingredient sourcing, clinical trials, consistent pricing)
• Create online communities, not just customer lists

68% of consumers now value brands that prioritize mental health and community support over shallow influencer marketing and aspirational lifestyles. Your marketing needs to reflect that. Your content should feel like a helpful confidante who says, “Hey, I found a great solution for that 3 PM energy crash”—not some vapid celebrity shouting, “Buy my protein bars!”

With that in mind, here are eight of our favorite tips to make your content stand out from the clamoring chorus of influencers.

8 Tips for Better Health and Wellness Marketing

1. Master SEO to Boost Visibility

Google processes 1.2 billion health-related searches daily, but many wellness companies fail basic search engine optimization checks. Here’s how to boost your rankings:

• Target long-tail keywords: For instance, “CBD for anxiety relief” instead of just “wellness products,” or “turmeric supplements for inflammation” over “supplements”
• Optimize for voice search: “Hey Siri, find vegan protein near me”
• Prioritize mobile-first design: 53% of wellness shoppers bail if your site takes more than 3 seconds to load

Remember the acronym “E-E-A-T” (Expertise, Experience, Authoritativeness, Trustworthiness) as you’re creating new content. Cite clinical studies, expert advice, and real-life testimonials that address your target audience’s biggest questions and concerns.

2. Create Quality Content That Connects

When it comes to wellness content, direct sales pitches are the least influential in securing a deal. People prioritize authentic storytelling above all else, with visually appealing infographics coming in second. To attract new customers, focus on intuitive and people-centered marketing efforts.

Try this mix:

• Behind-the-scenes videos of your supplement lab where new products are made
• “Unfiltered” blog posts about mental health struggles (vulnerability = trust)
• Interactive tools (e.g., “Which adaptogen is right for YOU?” quiz) that enhance the user experience

3. Social Media and Community Engagement

Here’s your social media marketing platform cheat sheet:

The vast majority of consumers trust UGC (user-generated content) more than brand posts on social media platforms. Work UGC into your brand strategy by running campaigns that encourage engagement (for instance, a “Share Your Skincare Win” campaign) and feature stories from real users.

4. Email Marketing as a Wellness Tool

Healthcare companies and wellness brands still use email to educate and engage customers. The most successful email campaigns employ personalized subject lines and reveal a human touch. For instance:

• “Your customized sleep improvement plan 🛌”
• “We messed up—here’s 20% off (and our keto bar reformulation story)”
• “5 breathing techniques our CEO uses before investor meetings”

Second person address, a polite but informal tone, and an occasional peek behind the scenes create a sense of engagement and community.

And here’s a segmentation tip: create separate lists for each of your brand’s audiences to speak directly to particular demographics. Send tailored content like:

• “3 stretches for tight hips (perfect for after school runs!)”
• “Biohack your morning routine with these nootropics”

5. Privacy-First and Precision Marketing

Trust is essential. 43% of consumers say they’ll stop engaging with brands that misuse health data. (And, to be honest, I’m surprised that number isn’t higher!)

Protect your wellness marketing strategies with:

• Anonymous surveys instead of intake forms
• HIPAA-compliant chatbots for symptom checks
• Clear data usage policies (“We’ll never sell your sleep tracker info”)

6. Video Marketing: Show, Don’t Tell

It’s old news by now that video marketing is in. Here’s what’s working in 2025:

• 60-second “morning routine” Reels showing your product in action to boost ecommerce sales.
• Live Q&As with nutritionists (pinned comment: “Download our gut health guide”).
• Partnerships with other creators in the health space; the right collaboration increases your exposure to key audiences.
• Testimonial videos or podcasts with time-stamped results (“Day 30: My bloodwork shows…”).
• Closed captions—85% of mobile viewers watch without sound.

7. Target Wellness Segments Effectively

Segmenting your audience lets you target the right people with the right ad at the right time. Based on their needs and demographics, your target audiences might look like:

• Perimenopausal women seeking non-hormonal solutions
• Remote workers with “Zoom fatigue” syndrome
• Athletes over 50 prioritizing joint health

Divvy up these groups according to their respective target personas so you can reach them with messages that speak to their needs.

8. Support Your Brand from Within

It’s all too easy to slip into the familiar corporate first-person plural when you’re writing for your company. But your business isn’t the Borg. Let members of your team speak with their own voices and highlight their stories. One study found that 76% of consumers trust employee posts over CEO messages and staff-generated content gets eight times more shares.

Here’s one way to try it: start an internal “Wellness Wins” Slack channel and share (approved) snippets publicly. Examples:

• “How our customer service team uses breathwork during hectic calls”
• “Meet Jake from accounting—he’s lost 20lbs using our app!”

Transform Your Health and Wellness Marketing

With the average consumer drowning in wellness options, your marketing has to become a life raft—not another wave crashing over them. By prioritizing authentic storytelling, ironclad data privacy, and laser-focused content, you’ll transform overwhelmed scrollers into loyal brand champions.

Ready to make waves? Big Sea’s team has helped health brands increase organic traffic by 300%+ using these exact strategies. Let’s build your wellness community together.

FAQs About Health and Wellness Marketing

What Is Wellness Marketing?

Wellness marketing is the strategic promotion of products and services that help people achieve better physical, mental, and emotional well-being, using authentic messaging and trust-building tactics to connect with health-conscious consumers.

How Can Health and Wellness Brands Effectively Target Their Audience Online?

Health and wellness brands can target their audience by leveraging SEO, personalized content, social media engagement, and data-driven segmentation to reach the right consumers with the right message at the right time.

What Are the Driving Factors of the Health and Wellness Market?

Key drivers of the health and wellness market include rising consumer focus on self-care, increased awareness of mental health, the impact of the pandemic, and growing demand for fitness, nutrition, and preventive healthcare solutions.