Growing A Healthy Brand
Marketing for niche medicine.
WHAT IS HEALTHSPAN?
Healthspan is a tele-health startup that’s making innovative medicine accesable.
Healthspan’s health protocols, particularly it’s flagship Rapamycin medications, are focused on cultivating good cellular health. But unlike other services that sell these same niche medications, Healthspans new digital heath model provides trust, education, and personalized care to patients through data and technology.
THE CHALLENGE
OF GROWTH
Although the medicine has good research backing it up, there’s some unique growing pains from trying to grow beyond the niche market known as Longevity Healthcare.
The small market that does exist already is very muddled with conflicting information, over-priced concierge medical services, and sketchy pill mills. There’s a lot of well-earned distrust for new, untested companies like Healthspan.
There’s no easy visual or sell for new consumers. Both the science and the rewards of Healthspan’s services require patience and education to really click. No one outside of niche demographics know what the medications are, how they work, or why it’s important to be taking these preventative health measures.
Healthspan’s core value, putting education, science, technology and data, set it apart from other competitors in the longevity field, but in a market so muddled with misinformation, creating a content strategy to connect with customers and allow healthspan to shine was a true challenge.
THE MARKETING PROCESS
Where we started from?
There was no social media strategy at first, just a few posts here and there.
A STRATEGY BASED ON VALUES AND RETURNS
Not only is education a core value of Healthspan, but a driving force within the longevity marketplace. The products themselves require at least passing education to connect with consumers, and by building the marketing strategy around science and research, Healthspan can create ongoing content, extra value props for it’s medication suite, and drive passive consumers to it’s digital healthcare services.
FLEXIBLE TEMPLATES
As a small creative team, we knew we had to create a smart, scalable system for ongoing content creation. We created templates for a smoother content engine that could be expanded and updated over time per customer and leadership feedback.
OLD PRODUCT ADS
NEW PRODUCT ADS
TEMPLATE EVOLUTION
FAQ POSTS
RESEARCH CAROUSELS
DATA HIGHLIGHTS
CTA’S
Content Buckets
To diversify our content and see what would do well over time we created different buckets of content and templates that could be expanded upon and grown as we worked on other business goals.
VALUES
Trust
Education
Science
CONTENT BUCKETS
Product Ad
Community Highlight
Service Ad
Data Highlight
Research Review Article
Growing With Guidelines
As part of Healthspan’s dedication to education, a weekly newsletter called the Longevity Blueprint was created to deliver updates on new innovations. To help deliver that ongoing content stream to more patients and keep the social media personality in line with the rest of the company, we built out variable components and brand guidelines for new designers to utilize.
COMPONENT EXAMPLES
Type Styles
Emphasis Copy Boxes
List Styles
Emphasis Bullet Points
CAROUSEL POST USING COMPONENTS
BRANCHING OUT TO VIDEO
While our social channels were growing we decided to branch out to video content. Not only did it expand Healthspan’s educational portfolio, but improved our SEO.
RESEARCH REVIEW VIDEO
SCREEN GRABS
LONGEVITY 101 VIDEO
PROJECT TAKEAWAYS
Creating a content engine for this project didn’t just require educating the customer, but myself as well.
In order to work with this brand properly, there was a level where I needed to educate myself on the subject before I could create proper structure to educate others through. By learning alongside the content I created I was able to see how the information was disseminated to the audience, what needed to be simplified, what needed to be 101 vs deep dives.