As consumers become increasingly savvy about when and where they get health-related information for themselves and their families, brands must authentically define and communicate their health and wellness propositions. To meet this need, Ketchum has developed Well-Connected Checkup, a proprietary communication tool that assesses health and wellness characteristics, assets, deficits, competitive strengths, and weaknesses to create a communications strategy to bolster brand preference.
Well-Connected Checkup identifies category-specific factors that are most important to target consumers, revealing details on a brand’s reality and consumer perceptions in the health and wellness space. These details include:
- What health and wellness mean to target consumers
- What media sources, both social and traditional, these audiences find most credible and use most often
- What brand characteristics and values are most important to them.
Using these findings and other proprietary studies, Ketchum can help a brand fine-tune its health and wellness messages to better resonate with its target consumers. Specifically, Well-Connected Checkup will do this:
- Create a score card for brand performance in the health and wellness space
- Assess the influence of a brand’s health and wellness image on usage and loyalty
- Pinpoint which health messages will appeal to the target consumer and where and how those messages should be delivered
- Provide a brand team with actionable health and wellness communications recommendations to connect with its target consumers.
Ketchum’s Well-Connected Checkup takes a strategic and methodical approach to deliver individualized health and wellness insights that drive consumer awareness of, preference for, and ultimately connection with brands.
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