Small Steps Make a Big Impact for Pharma Advertisers, Audiences

Today, people living with chronic conditions aren’t looking for quick fixes, but for a deeper relationship with their overall well-being. They have holistic health and wellness goals that touch every area of their lives.

And yet, many people find it challenging to set and start achievable goals. Pressed for time and energy, they need a path forward, with support and guidance they trust. That’s why the industry trend is toward solutions designed for a more accessible, small steps approach, where micro changes add up to a big impact.

For pharma marketers, this signals an opportunity to reach motivated audiences who continue to engage in condition-specific spaces over time. By supporting audiences step-by-step, advertisers can make a bigger impact, too.

Why Less Is More for Those Living with Chronic Conditions

People living with chronic conditions face barriers to action, especially in terms of mental and emotional well-being. Small steps make it less intimidating for people to take action.

Jenny Yu, MD FACS, Head of Medical Affairs at Healthline Media, explained: “In our qualitative research, we often hear people say that small lifestyle changes are more successful than making big shifts all at once. Everyone has their own pace, and by breaking things down we can make it easier for more people to engage.”

This approach can also build a sense of community, as Healthline Media has seen with Bezzy, our suite of chronic condition communities. In this ecosystem, people return to connect with others, with interactions adding up to greater motivation and empowerment over time.

As health and wellness solutions proliferate and the market gets more crowded, pharma advertisers need to align with chronic condition audiences where they face fewer barriers to action and continue to engage over time, providing more touchpoints while building affinity.

People Living with Chronic Conditions Want Help Achieving Their Goals

Healthline Media’s Future of Wellness study found that those living with chronic conditions are drawn to health innovations that support their progress:

• Work on my goal on my own time: 42% of those with any chronic condition vs. 35% no condition 

• Track progress toward my goals: 52% of those with high cholesterol, 63% of those with other cardio conditions, vs. 47% no condition 

• Help me be more consistent: 51% of those with high blood pressure, 48% with a mental health condition, vs. 44% no condition

With consumers driving demand, more brands are offering appropriate solutions, from accessible informational support to health trackers.

Consumers Seek Out Short-Form Information and Health Trackers

Step-by-step informational guidance is empowering for those living with a chronic condition. Healthline Lessons offers quick, digestible lessons that help people living with conditions like type 2 diabetes or inflammatory bowel disease by guiding them through achievable steps that impact holistic wellness. The WW app similarly includes small, guiding checks for building healthy habits, five-minute coaching sessions, and more.Our Future of Wellness study suggested that trackers are some of today’s most popular wellness products. In comparison with those who do not live with a chronic condition:

• Nutrition trackers are 30% more popular among those living with a chronic condition, and 77% more popular for those with type 2 diabetes. 

• Fitness trackers are 38% more popular among those living with a chronic condition, and 42% more popular for those living with a mental health condition.

Apple Watch shows this trend remains strong, with new health-tracking features like skin temperature sensors and atrial fibrillation reports. Other established industry leaders include Fitbit, which tracks user data for sleep, exercise, nutrition, afib, and more. A similar wearable, the Ōura Ring, offers in-depth analysis of health signals and personalized recommendations to improve well-being, with a focus on quality sleep.

It’s Time for Pharma to Step Up

From the rise of wearable devices to resources with bite-sized advice, there’s no question that leading brands are designing with small steps in mind. Through these solutions, people living with chronic conditions can better progress toward their holistic, long-term goals, while building affinity with brands and even finding community.  As pharma advertisers recognize the power this approach has for people today, they can better align their messaging and reach high-quality audiences in more effective spaces. To hear from the experts on the small steps approach and other industry trends, join Healthline Media at Advertising Week New York 2022, October 17-20.

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