For most people,“wellness” is a relatively new concept.
It’s not immediately understood the same way “medical care” is.
And worse, when patients hear “wellness,” many think of pseudoscience or treatments that are not supervised by medical experts.
These were the challenges the Hudson Wellness team was facing when they reached out to me in early 2017.
They had a thriving business (thanks to their existing patient relationships), but their website wasn’t effectively communicating their sales message or converting patients.
After chatting with their CFO, Chris Wong, it was clear to me that the problem was two-fold:
First, there was the issue of clarity. They needed to clearly explain what wellness is, the benefits, and why patients should pay for it.
Second, there was the issue of trust. They needed to convince people that wellness is a branch of medicine (led by medical experts) that can help preserve their health for years to come.
Knowing this, I suggested we do three things:
#1: Branding— to help clarify their messaging and approach
#2: Strategy— to identify the core messages and where they should go
#3: Copy— to communicate the concept and benefits of wellness in a clear way
We started with branding, which (like all of my projects) began with a custom questionnaire.