Embracing a comprehensive omnichannel strategy with a direct-to-consumer (DTC) e-commerce channel will enable consumer healthcare manufacturers to better serve the emerging segment of preventive care consumers.
In this article, we provide you with detailed advice on how to foster customer loyalty and secure a competitive edge in this health-focused market.
The consumer healthcare landscape has undergone a significant shift in recent years. As consumers become increasingly health-conscious, demand for preventive care products has surged. To ensure better growth, as a consumer healthcare manufacturer, you must adapt and explore innovative ways to meet your consumers’ evolving needs. One powerful lever is a state-of-the-art omnichannel strategy that optimizes your customer interaction. We argue that such an omnichannel strategy must include a direct-to-consumer e-commerce platform.
Exploring a new market segment: Preventive care offers a high-value opportunity for consumer healthcare manufacturers
The rise of preventive care has given birth to a new generation of consumers who are more focused on maintaining better health and wellbeing. This demographic is typically well informed, digitally connected, and places a high value on convenience and personalization when buying a product. Preventive care consumers prioritize long-term wellbeing and take an active role in managing their health.
To effectively cater to consumers in this segment, you need to recognize their unique characteristics and preferences, which include:
- Willingness to invest in better health: Preventive care consumers are often willing to spend more on products and services that they believe will contribute to their overall health and wellbeing. In Germany, products related to calm, sleep, and mood experienced the strongest growth among over-the-counter products. Likewise, vitamins, minerals, and supplements, as the largest category in the realm of non-pharmacy exclusive health products, also grew above market average.
- Trust in expert advice and peer recommendations: Preventive care consumers often rely on expert advice and peer recommendations when making purchasing decisions. You can capitalize on this trust by engaging with influencers on social media, online communities, health focused e-commerce channels, flagship stores and healthcare professionals to promote your products.
- Preference for natural and organic products: Many preventive care consumers prefer products made with natural and organic ingredients, as they believe these options offer better health benefits and are safer for long-term use.
By understanding these unique characteristics, our experts highly recommend to niche-tailor your product offerings and omnichannel experience to better resonate with preventive care consumers, ultimately driving customer acquisition and loyalty.
Product diversification is the first step
To cater to the growing demand for preventive care products, it’s wise to diversify your product portfolio. You can achieve this by expanding into new segments such as dietary supplements, nutraceuticals, and digital health solutions. By offering a comprehensive range of products, you can position your company as the trusted partner in consumers' preventive care journeys.
A strong product portfolio is crucial for maximizing the impact of an omnichannel experience. Even with a state-of-the-art omnichannel strategy, you will struggle to maintain relevance if your products do not align with the needs and preferences of the preventive care consumer. By offering a diverse range of high-quality, targeted products, you can ensure that your omnichannel efforts lead to tangible results in the form of increased customer satisfaction, higher conversion rates, and sustained growth.
Direct-to-consumer e-commerce is an unavoidable element of successful omnichannel strategies
As consumers increasingly rely on digital channels to research and purchase healthcare products, manufacturers must optimize their omnichannel presence. This involves creating a seamless, integrated experience across all touchpoints, including brick-and-mortar stores, e-commerce platforms, and social media.
One of the main advantages of a unified direct-to-consumer e-commerce channel is the greater control it offers over the customer experience. From a manufacturer’s point of view, you can ensure a consistent and personalized experience across all touchpoints, from product discovery to post-purchase support. This level of control ultimately enhances your consumers’ satisfaction and loyalty.
Furthermore, operating a direct-to-consumer channel provides you with direct access to valuable customer data, such as browsing behavior, purchase history, and preferences. The insights gained from this data can be used to optimize marketing efforts, personalize communication, and drive targeted promotions, contributing to the overall success of your omnichannel strategy.
The agility and flexibility offered by a direct-to-consumer e-commerce channel are also critical in the fast-paced world of preventive care. Manufacturers must continuously adapt their offerings and strategies to stay ahead, and having a direct connection to your consumers allows you to respond more quickly to market trends, consumer preferences, and competitive pressures.
Want to know more? Contact us today. Learn from our consumer healthcare experts about how embracing a comprehensive omnichannel strategy with a direct-to-consumer e-commerce channel will enable you to better serve your preventive care consumers, foster customer loyalty, and secure a long-term competitive edge in a health-focused market.
We help you to unlock better health for everyone. We see opportunity for the industry to deliver even more value by maintaining and improving health, going beyond just treating it.