There is a lot of wellness content in the media. However, it seems like most of it sounds the same. There are a lot of trend-based tips and duplicated suggestions that don’t provide much insight.
Because of this, editors are saturated, and readers have become skeptical. The best way to cut through the noise is to pitch wellness stories that are practical, data-driven and informative. The following are approaches that can help elevate wellness stories.
The Insurance-Savvy Q&A Readers Actually Need
Think of powerful hooks like ‘Your health insurance company may cover your consultation with a registered dietitian even if you don’t know how to ask for it.’
Understanding the potential cost of wellness insurance is an area many individuals struggle with. Therefore, providing an article with a Q&A format with a registered dietitian will help to elevate the dialogue and clarify the conversation as opposed to providing an aspirational message that is easy to sell.
This is the perfect opportunity to reference professional nutrition coaching experts since they can provide a personalized approach. Readers desire access to an expert. However, they want you to provide cost transparency as well.
Use Data to Bust Common Myths, and Avoid Trendy Stuff
Possible examples for sharp adjustments could read as: ‘Social media tells you to cut carbs. Medical studies show this is not true for many individuals.’
Busting myths is best done when it can be backed by measurable examples. Instead of vague examples, give an example that shows that people have reduced their blood sugars, cholesterol levels, or have sustained long-term weight reduction while getting treatment from medical professionals.
Include empirical studies to help you convince editors that there is actual evidence for your article. Expert opinions from physicians who have experience working with patients with the same diagnosis/symptoms as your article, and anonymous patients can support your article’s validity.
Use Structured Challenges
Editors should be able to encourage their audiences to develop habits that feel as individualistic as possible. Validating the idea that there is more than just a typical ‘30-Day Habit Reset’ is possible with real-life success stories through participant-led stories.
Challenges allow you to tell stories that are less about a trend and more about behavior changes. They foster behaviour change and accountability.
Nutrition Benefits and Food-as-Medicine for Employees
Corporate wellness has evolved so much. Many employers are implementing benefits such as dietitian services as an added benefit to the overall benefits package of employees.
Employers have progressively moved beyond offering reimbursements for gym memberships to provide their employees with virtual nutrition services that are included as part of their health plan. The key here will be returning your ROI for the company through:
- Reduced time spent sick
- The effective management of ongoing chronic conditions
- Improved employee culture and accountability.
Using both HR professionals/ departments, and anonymized utilization data or claims trends, companies can add credibility to their wellness packages.
Case Studies on Telehealth Nutrition
Virtual care has been well-accepted by patients. However, most have yet to learn that they can receive their weekly nutrition sessions through the use of technology without the need for an in-person visit. Virtual care is essential for patients living with diabetes, digestive disorders, or heart disease.
Providing remote nutrition counselling may be possible for patients with these or other conditions through a regular remote appointment.
It is advantageous to highlight the practical details of the technology used, how often they would be scheduled, whether they can use their insurance. and any documentation of clinical outcomes.
Also, rural access and geographic reach are aspects that provide more news value to the article.
Local Access and Cost of Care
Transparency is currently a dominant topic in wellness. The introduction of a cost-clarity feature will enable a breakdown of the typical cost of a nutrition session, types of insurance coverage, and payment options in a simple, easy-to-understand format.
If the cost of care feature is provided with a vetted directory of licensed, nutrition professionals and a description of the various credentials, it becomes both informative and actionable to the readers.
Local and regional publications and national consumer publications find stories that provide consumers with clarity to be of value. National consumer publications such as CNBC and mainstream publications appreciate stories that focus on the cost of care.
A Broader Perspective
Wellness campaigns which have the greatest chance to succeed aren’t louder but rather more clearly presented. They are made using a combination of expert credibility, measurable data, personal experience and cost transparency.
By grounding your wellness story in areas such as access, personalization, and honest financial discussion, you can provide editors with a unique story that is informative rather than just inspirational.
Doing this will help you create a sense of being in control rather than being overwhelmed for your audience.
