“We’ve been creating successful health and wellness programs for clients for more than four decades and Well-Connected will take these programs to the next level,” says Ann Moravick, executive vice president and director, global healthcare at Ketchum. “With proprietary research to draw from, the Well-Connected offering will truly become a differentiator for clients trying to break into the health and wellness space.”
Along with Moravick and Nancy Hicks, associate director, North America healthcare, Well-Connected will be led by a team of experts including Leslie Schrader, director, consumer health and wellness, and Ilene Smith, associate director, food and nutrition and a registered dietitian.
The firm cites its new Health Attitudes and Well Connections proprietary survey, which identified five distinct population segments based upon their health decision making motivations, influences and links to demographic factors. For example, 46 percent of the population consists of “health isolates” or “health neutrals”—individuals who do not place a high value on healthy lifestyle choices.
"While these groups tend to skew male and younger, they are an important target for many health and wellness brands,” says Hicks. “Knowing their health "hot buttons" and how to engage them in health and wellness behaviors is critically important and will enable them to produce truly targeted messaging."
The survey pinpoints the five clusters—isolates, neutrals, elites, sharers and traditionalists—are driven by divergent motivations and influences that impact today’s consumer health-related decisions. The research also offers in-depth insights for pinpointing the consumer health messages that will resonate best, determining the places where consumers will be most receptive to those messages, and identifying the channels where consumers will interact and engage most effectively.