5 Easy Ways to Pump Up Your Wellness Marketing

“Wellness marketing” for hospitals tends to bring us the same kinds of images and copy.

It goes a little something like this: 

Here’s a fun, nice-looking couple running together on their neighborhood street. Get 30 minutes of exercise each day. Quick tip: Take the stairs, instead of the elevator — you’ll burn 5 calories! Look at this older couple riding a tandem bike. Are your kids eating too many cookies? Don’t forget to go to the farmer’s market this weekend. Speaking of food, have you tried buckwheat?

I know wellness marketing is a big trend — and I’m all for people living healthy, active lives —but what’s missing from most wellness marketing is the good ‘ole fashioned joie de vivre that a person needs to see in the copy or pictures, in order to inspire them to make healthy changes. 

Here’s a few ideas to make your wellness marketing come alive: 

• Feature real patients who’ve made big changes in their lives. Take a cue from Vanderbilt Center for Surgical Weight Loss.

• It’s great that your hospital is sponsoring a 5K, but instead of just putting your name on t-shirts, show up after the race is over. Hint: Get your physical therapists to offer massages to runners. 

• And wellness isn’t all about running around and burning up calories. For example, Jefferson Health has a center dedicated to mindfulness. 

• Ask your nutritionists to go to local schools or nursing homes to lead seminars on healthy eating.

• Live-tweet from your hospital's farmer's market.