Health Pros Play Leading Role in Push for Brand Loyalty
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Organic baby food maker Plum Organics got an unexpected free plug a couple years ago when Kate Middleton told Vanity Fair that she satisfies young Prince George’s hunger pangs with the marketer’s additive-free baby food. But while a shout-out from the royal family is always nice, Plum prefers to spend its influencer marketing dollars on dieticians and doctors, not future kings.
Celebrity plugs can help make a product look cool, said Ben Mand, senior VP-brand marketing and innovation at Plum Organics. But “baby food is a serious thing, especially for parents,” he added. So “at the end of the day, they also are going to look to their physician, their pediatrician or other health-minded, nutrition-minded researchers.”
That is why Plum Organics and other brands seeking a wellness halo are increasingly hooking up with certified health professionals to plug their products in tweets, videos and sponsored blog posts. Celebrities might have massive followings, but doctors, veterinarians, nutritionists, fitness instructors and other health pros bring trustsomething that brands crave as they seek loyalty from increasingly skeptical consumers.
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