NEW YORK—To help marketers understand whether consumers are connecting with their brands, global Ketchum has launched the Well-Connected Checkup, a proprietary research tool that pinpoints a brand’s health and wellness characteristics, including its assets, deficits, and competitive strengths and weaknesses. The data are designed to enable companies to define a clear position in the growing health and wellness category and develop communication strategies that enhance brand preference.
According to Leslie Schrader, senior vice president and director of Ketchum’s consumer health and wellness practice. “Consumers are spending almost 20 percent of their monthly spending budget on brands with health and wellness benefits. Understanding a brand’s health and wellness proposition is vital to connecting with consumers and, thus, driving sales.”
Ketchum’s Well-Connected Checkup identifies category-specific factors that are most important to target consumers, including:
· What health and wellness means to target consumers;
· What media sources, both social and traditional, these audiences find most credible and use most often; and
· What brand characteristics and values are most important to them.
Using these findings and other proprietary information, the firm then helps a brand fine-tune its health and wellness messages to better resonate with its target consumers.
The Well-Connected Checkup was created by Ketchum Global Research Network in coordination with W. Douglas Evans, Ph.D., a professor in the School of Public Health and Health Services at George Washington University.