Wearable fitness technology can nudge consumers towards healthier choices.
These devices continue to transform the fitness industry.
How do wearables effectively reshape the market?
By demonstrating that they're not just cool gadgets to add to one's tech arsenal, but also a valuable tool empowering people to make informed decisions about their well-being, and find their way into self-made fitness.
We've seen an influx of smart, wearable fitness gadgets seamlessly integrated into the daily lives of health-conscious individuals.
The challenge with wearable health trackers lies in the fact that it's difficult to track individuals with the same tech when we are all different in terms of health conditions and fitness aspirations. So it can be hard for customers to know which of the seemingly endless array of devices is worth spending money on.
Given the challenge, it's not enough to simply employ the technology.
Fitness brands must continuously innovate to keep their audience captivated and motivated towards maintaining overall wellness. Along with the product innovation, should and must come an effective approach to marketing – contributing to overall brand success.
Let's take inspiration from some of the popular wearable health tracker brands' marketing techniques.
Stay ahead of the competition!
Show the benefits of your wearable health devices
Wearable technologies such as fitness trackers offer a myriad of benefits to users.
Such health and wellness benefits, when presented well, can encourage positive consumer behavior toward using these innovative devices.
As a brand specializing in wearable health trackers, your goals are (to name a few):
- Empower users to take control of their well-being
- Provide valuable insights into one's daily habits and overall health status
- Motivate users to adopt healthier lifestyles
To achieve these goals, it is important to showcase what your product can do. Address the "why's" and "how's".
Questions like: Why do they need to use your product? How do they use it for maximum results?
Present the technical features of your products and more importantly, the benefits.
Be sure to always communicate clearly while keeping in mind the level of understanding of your target audience. It's essential to use language that is accessible to a wide audience. Avoid medical jargon and complex terminology, instead opting for clear, simple explanations that anyone can understand. For example, rather than discussing "cardiovascular metrics," you might say "heart health information" to convey the same idea in a more relatable way.
Here are two email examples from Oura explaining how their rings help customers achieve their health goals in terms of sleep improvement and stress management.
Highlight your broad compatibility with everyday devices (iOs, Android, etc.)
Most wearable health trackers nowadays are designed to seamlessly integrate with popular smartphone platforms so users can easily access their health data regardless of their device preference.
With compatibility with both iOS and Android operating systems, your product can provide a user-friendly experience that allows users to sync their data, receive notifications, and manage their health information directly from their smartphones
Additionally, emphasizing multi-OS compatibility showcases your commitment to providing fitness solutions for all.
Fitbit taps a wide range of users, making it simple for anyone to incorporate their powerful health monitoring tools into their daily lives, with Google.
The emails announce that users can move their Fitbit data to a Google account and give a sneak peek of their Google rollout, with a note on how the move benefits the user.
Create gifting opportunities and personalization styles
Customers are drawn to customizable wear so it’s good to offer your wearable devices in a variety of colors and styles. It adds a personal touch that allows users to show off their personal style and connect more with their devices.
These personalization features not only enhance the aesthetic appeal of the devices but also create a thoughtful and unique gift option for health-conscious individuals or those looking to embark on a wellness journey.
Oura does this by taking advantage of marketing opportunities such as Father's Day and Mother's Day.
Their emails feature their devices as great gifts that come in multiple styles to suit any taste.
Follow a similar approach for gift-giving occasions in your emails.
Educate your audience on wellness (and how to track it)
Help your subscribers grasp the features and benefits of your products by sharing clear, actionable information that will explain how these can fit into their lives.
Start by explaining key wellness metrics such as daily step count, active minutes, and sleep quality, and how these factors contribute to overall health. Then, demonstrate how your wearable health trackers can easily monitor these metrics, providing users with valuable insights into their daily habits and progress toward their wellness goals.
Circular regularly sends detailed guides that consequently build trust in their products and encourage the audience to purchase.
Offer personalized recommendations and coaching
Personalization is key when it comes to managing individual health and wellness as we are all different in so many ways, including health conditions and fitness aspirations. Personalized data collected using devices such as the best smartwatches or rings can help people understand how their body reacts to different factors.
If applicable, highlight that you offer personalized insights, recommendations, and coaching based on users' personal data.
When you do this, it persuades subscribers that your solution can be tailored to fit their goals and behavior.
Whoop sets itself apart from the competition by showcasing their coaching and personalized recommendations in their emails.
Show athletes and customers using it in extreme conditions
Fitness trackers are helpful not just in maintaining everyday wellness but also in achieving desired outcomes for sports enthusiasts, including professional athletes. Show how these individuals can rely on your products when doing their workout routine or preparing for upcoming sports competitions.
Share images and videos of extreme sports and endurance athletes in action using your wearable health tracker. This will help showcase the durability and effectiveness of your product in challenging environments. It also highlights real-world scenarios where your tracker excels.
Suunto and Garmin use this approach in advertisements, appealing to those seeking performance-oriented solutions.
Fitness brands must continuously innovate to keep their audience captivated and motivated towards maintaining overall wellness. Along with the product innovation, should and must come an effective approach to marketing – contributing to overall brand success.
The future of the health and wellness industry holds exciting possibilities with wearable fitness technology playing a major role in the trends and transformation.
As technology advances, we can expect that wearables will continue to inspire individuals to adopt healthier lifestyles.
Frequently Asked Questions
1. How do wearable health trackers reshape the fitness landscape?
Wearable health trackers, through the advancement in technology, reshape the health & wellness industry by their influence on consumer behavior towards adopting a healthier lifestyle and achieving fitness goals.
2. What is the importance of data collection in maintaining one's overall wellness?
Using wearable technology, data collection is essential in identifying trends, patterns, and vital information that can be leveraged to deliver personalized health recommendations.
