Healthcare is increasingly digital, with things like virtual doctor’s appointments, sleep trackers, nutrition programs or apps, and wellness products that can be purchased online. Because the way people access health products and services has changed, it’s opening up new opportunities for businesses, as well as for performance marketing.
As more of the healthcare journey moves online, consumers are increasingly researching, comparing, and accessing health and wellness products and services digitally. From virtual doctor’s appointments and fitness apps to sleep trackers and online wellness programs, this shift is creating new opportunities for affiliates to reach consumers with relevant offers .
The digital health space has a wide range of campaign opportunities, but health is personal, and people tend to be more careful and thoughtful when making these kinds of decisions. That means trust, clear communication, targeting the right audience and genuinely helpful content are all vital for reaching and engaging the right consumers.
Key Trends Creating New Opportunities
Telehealth and Virtual Care
Telehealth has made it easier for people to access healthcare without having to visit a physical clinic. Virtual appointments, online medical services and other remote healthcare platforms are convenient alternatives.
For affiliates, these services can appeal to audiences who value convenience and flexible healthcare options, as well as people who may have difficulty accessing in person care.
Online Pharmacies and Prescription Services
The growth of ecommerce has also changed how consumers access medications and other pharmacy services. Online pharmacies can make it easier to manage certain healthcare needs from home and are an added convenience for people who prefer digital options or have limited access to traditional pharmacies.
As more people get used to taking care of everyday tasks online, they’re looking for the same convenience when it comes to managing their medications. This creates an opportunity to connect people with online pharmacy services that can make these tasks a little easier.
Personalized Wellness and Preventative Health
Instead of only looking for solutions when a problem arises, many are looking for ways to support their overall wellbeing through preventative wellness.
This has contributed to growing interest in personalized wellness products and services, including:
- Nutrition and diet programs
- Fitness apps
- Sleep tracking tools and wearable devices
- Supplements
- Wellness products
How Affiliates Can Succeed in the Digital Health Vertical
Build trust
Health is personal and consumers are more careful about the information and products they engage with than they would be when shopping for everyday goods.
Because of this, creating trust with your audience needs to be a priority. Make sure to use clear messages, be transparent, and build credible content that can establish confidence with your audience.
Avoid exaggerated promises and focus on accurately explaining what a product or service offers. Building trust will not only improve conversions but also help create a stronger relationship with an audience over time.
Create content around needs
Rather than simply promoting an offer, you can build content around the problem or need the consumer is trying to solve.
For example, if you’re promoting a sleep product, you can create content around improving sleep hygiene, understanding common sleep challenges or comparing different types of sleep tracking tools. This allows you to introduce relevant solutions naturally while giving consumers useful information that can help them make a decision.
Potential content formats could be:
- Educational blog posts
- Product or service comparisons
- Reviews
- Guides and explainers
- Short-form videos
- Email content
It’s important to start with the audience’s needs first and introduce relevant products or services as potential solutions.
Target the right audience
Digital health encompasses many different consumer interests, so broad targeting isn’t always the most effective approach.
Instead, identify specific audiences based on interests, needs, demographics, and behaviours. Someone interested in fitness, for example, will respond to a different message than someone looking for virtual healthcare or supplements. The fitness audience might respond to messaging around reaching their goals or finding a workout that fits their routine, while someone looking for virtual healthcare may be more interested in ease of use and availability and getting care without having to visit a clinic.
Challenges Affiliates Should Consider
Compliance requirements
Health advertising can involve strict rules around how products and services are marketed. You’ll need to understand the requirements that apply to the offers and traffic sources they use.
Before you start building a campaign, take a careful look at the requirements that apply to the offer. They can impact everything from your offer and traffic sources to your creatives, copy, landing pages, and claims. For example, an offer may only allow certain traffic sources or restrict the types of claims you can make, which could affect how you build the entire campaign. If you’re unsure whether your creatives or traffic sources are compliant, check with your MaxBounty account manager.
Misleading claims can damage credibility
Consumers are likely to be particularly sensitive to exaggerated or misleading claims when it comes to health related offers.
Overpromising results may attract clicks in the short term, but it can damage consumer trust and potentially create compliance issues. Instead, keep the messaging accurate and aligned with what the product or service can actually provide.
Popular categories require strong differentiation
Digital health is becoming increasingly competitive, with popular categories like fitness, nutrition, supplements, and wellness having no shortage of products competing for attention.
Affiliates need to think about what makes their content or approach different. A strong point of view, useful educational content, specific audience targeting, or a unique content format can help your offer stand out.
Consumers may need more information before converting
Health decisions can involve more consideration than an impulse purchase. Consumers will want to research a product, compare alternatives, read reviews or understand how a service or product works before taking action.
When promoting health related offers, you should account for this longer process. Instead of focusing exclusively on getting an immediate conversion, providing useful information throughout the consumer journey can help build confidence and move potential customers closer to taking action.
If you’re looking to expand into digital healthcare offers and ready to grow your earnings faster, sign up as a MaxBounty affiliate, and opt in to the New Affiliate Performance Bonus through your MaxBounty Affiliate Dashboard. From there, you can start building campaigns that can earn you up to $10,000 in bonus rewards.
FAQ
Q: What types of digital health offers can affiliates promote?
A: Digital health includes telehealth, online pharmacies, fitness apps, nutrition and diet programs, sleep tracking, supplements and wellness products. The offers available to you will depend on your network and the requirements of each campaign.
Q: How can affiliates build trust when promoting health offers?
A: Focus on accurate and transparent information. Avoid exaggerated promises and make sure your content accurately represents what the product or service offers.
Q: What type of content works well for digital health offers?
A: Educational content like guides, reviews, comparisons, blog posts, short-form videos, and email content based on the needs and questions of the target audience work well for digital health offers.
Q: Are there specific compliance rules affiliates need to follow?
A: Health advertising can have strict regulations and specific requirements. Affiliates need to consider these requirements before launching a campaign and make sure their offer selection, traffic source, creative copy, landing pages, targeting, and claims are compliant.
Q: Can affiliates make claims about health products?
A: It’s vital to avoid making misleading or non compliant claims. Instead, it should accurately reflect what the product or service can provide and comply with regulations and the offer’s requirements.
Q: How do I become a MaxBounty Affiliate?
Fill out our Affiliate Application. You can also check out our Application Guide for helpful tips on how to get approved and start promoting offers.
The post Digital Health Is Reshaping Healthcare: This Is What It Means for Affiliates appeared first on MaxBounty+.