Companies dedicate 20.3% of their marketing budget to social media campaigns. This is because, with more than 5 billion active users, social media platforms allow healthcare brands to capture the attention of countless individuals looking to live healthier lives. But does this mean you have to follow the same path for your business to grow? Can your health and wellness company thrive without relying on social media? Let’s dive in.
Health and wellness marketing without social media key takeaways
- Social media can help healthcare professionals get more eyeballs on their business, design targeted ads, and build relationships with their audience.
- Some downsides of social media are the fleeting life of posts, the challenge of standing out from the crowd, and the difficulty of adapting to ongoing changes.
- Yes, your health and wellness brand can survive without social media, as there are alternative methods to building connections with your customers.
- No matter which marketing approach you take, achieving success relies on numerous factors.
Advantages of social media for health and wellness companies
No one is talking about this, but Gen Z, the emerging demographic, is increasingly using social media for their searches. In fact, 39% of this generation prefers TikTok for “Well-Being and Fitness” queries, while Google is used by 29%.
That’s why investing in social media is so powerful—it lets you connect with your audience right where they already hang out. This, in turn, eliminates the need for them to use other channels to discover, learn about, and connect with your wellness brand, building stronger relationships with potential customers.
Second, companies like Meta are improving the way they deliver ads. Thanks to AI and machine learning, healthcare enterprises can target specific audiences based on their location, age groups, interests, and search history. Therefore, companies get in front of the users who are most interested in their services. Unsurprisingly, 76% of consumers have purchased a product they discovered through a brand’s social media ads.
Plus, social media platforms provide valuable insights into engagement rates. Consequently, businesses can truly understand what’s working in their campaigns, ensure that their money is spent wisely, and drive meaningful results.
Third, social media can be a powerful tool for health and wellness brands to build relationships and generate excitement. Engaging with followers through interactive polls and contests not only fosters trust but also keeps the audience invested in the brand’s journey. Highlighting events and promotions can create buzz, making it easier to attract potential clients.
Why business owners hate social media
Social media posts don’t have a long lifespan
One of the biggest frustrations for health and wellness organizations is the fleeting nature of social media posts. Did you know that a Facebook post has a lifespan of just six hours, while Instagram posts last about 48 hours, and TikTok videos can vanish in minutes? This fast-paced environment forces companies to pump out content—often several times a day.
However, the whole process can feel like a never-ending cycle, from crafting scripts and filming to editing and scheduling. Unfortunately, this constant effort doesn’t always lead to growth.
It’s an ever-changing environment
Today, navigating social media requires constant attention to ever-changing trends and understanding how users prefer to engage with content. For health and wellness brands, this means staying relevant in a fast-paced environment where trends can shift overnight. Keeping up demands continuous monitoring and quick adaptations, which can strain resources.
Fierce competition
Another disadvantage of social media is the fierce competition. With so many brands vying for attention, even top-notch content can get lost in the noise. According to NP Digital, there are 95 million posts on Instagram and 23 million posts on TikTok each day. Despite the overwhelming volume of content, an analysis of over 5 million social media posts revealed that 59.41% received zero engagement in the past 30 days.
Do you really need social media to market your health and wellness brand?
If you’re questioning whether your brand can thrive without social media, the answer is yes. There are many strategies you can explore to build strong relationships with your audience and grow your health and wellness business effectively.
Before deciding to market your healthcare company without social media, it’s important to:
- Clearly outline what you aim to achieve with your marketing efforts.
- Research your target audience to determine where they spend their time online.
- Evaluate your available resources, including time, budget, and team skills.
- Look at what your competitors are doing.
- Explore how alternative marketing methods could help you achieve your goals.
Actionable marketing strategies that don’t require social media
Be a podcast guest
If you have a nutrition account on Instagram, you can’t choose who sees your content unless you’re leveraging paid ads. With podcast guesting, on the other hand, you can connect directly with your ideal audience, as shows tend to attract specific listener demographics. This means you can engage with audiences interested in topics like keto, emotional eating, and brain health, allowing you to get the ideal clients for your nutrition business.
Additionally, 80% of podcast audiences trust recommendations from hosts they listen to regularly, with hosts nearly as trusted as family and friends, according to a study. That’s why appearing on a podcast allows you to leverage the host’s credibility and connection with their audience, increasing trust in your expertise, products, or services.
💡 Learn more: What health and wellness businesses need to know about podcast guesting.
Create a podcast
Do you already have a lot of content created and an established audience? Why not start your own podcast?
Unlike social media posts, podcast episodes have a life span of six months at least. And if you choose evergreen topics, you might even enjoy downloads for years to come, as many hosts we’ve spoken to on Mics to Millions have experienced.
What’s more, podcast audiences are known for their loyalty and engagement. In fact, DiscoverPods research highlighted that 82.4% of podcast fans listen to seven or more hours of podcast content every week. This allows health and wellness businesses to connect with their listeners on a deeper level and grow their business.
Networking
When you have a strong network within the health and wellness industry, it allows you to create significant opportunities for your upcoming product launches and strengthen your position in the market.
For example, one of our clients has actively cultivated relationships with podcast hosts. As a result of these connections, she’s received multiple invitations to appear on podcasts when she launches a new book. Furthermore, her networking through podcast guest appearances has opened up a potential connection with individuals involved in TED Talks.
Speaking gigs
Unlike other industries, health and wellness topics often touch on deeply personal experiences, such as physical health, mental well-being, and lifestyle changes. Speaking engagements provide a unique platform to connect with audiences on an emotional level, allowing you to showcase your empathy, expertise, and inspiring message.
Take Megan Lyons, for instance. She’s a nutritionist and health coach host of Wellness Your Way with Megan Lyons. In our Mics to Millions interview, she shares that she uses public speaking to grow her brand and increase revenue. For anyone considering a similar path, she offers valuable advice: avoid making free speaking engagements a regular practice unless you have the chance to speak in front of your ideal audience. In that case, it can work in your favor.
Dos and don’ts a successful marketing strategy for health and wellness services
Whether you’re marketing your healthcare business without social media or exploring other marketing strategies, your success hinges on several key factors.
✅ Do provide value: Make it your mission to share educational content that addresses common health concerns. Offer tips, how-tos, and insightful articles that deliver practical advice and empower your audience.
❌ Don’t forget personalization: Tailor your communications to resonate with each client’s unique preferences and needs. By crafting personalized messages—whether through emails, social media posts, or consultations—you show that you truly understand and value their individual journeys.
✅ Do engage with your audience: Foster a two-way conversation by responding quickly to comments and questions. Building genuine relationships with your audience cultivates trust and loyalty.
❌ Don’t rely solely on one channel: Mix it up! Diversify your marketing strategy by combining digital and traditional methods. This balanced approach not only broadens your reach but also keeps your efforts fresh and engaging.
✅ Do focus on data: Let data guide your strategy. By analyzing performance metrics, you can continually refine your approach and ensure you’re making the most impact.
❌ Don’t try to cater to everyone: When you’re starting out, it’s tempting to offer your services on a wide range of topics to attract as many clients as possible. Instead, focus on a specific niche or set of topics where you excel. This targeted approach allows you to showcase your expertise more effectively, attract the right audience, and create stronger connections.
Wrapping up
Meta and TikTok undoubtedly provide healthcare companies with opportunities for greater exposure, targeted advertising, increased revenue, and audience engagement. However, in the competitive and oversaturated landscape of social media, simply posting videos isn’t enough to achieve these goals.
The good news is that you can effectively market your health and wellness business without relying on social media. Consider leveraging podcast guesting, hosting your own podcast, networking, and speaking engagements to drive growth. Remember, regardless of your chosen marketing strategy, prioritize delivering value to your audience, personalize your offerings, and diversify your methods for greater outcomes.
At PodWritten, we’re dedicated to supporting you on your journey to growth in the health and wellness industry. We want to hear from you—what challenges are you facing?
