Health Concerns Drive Australians to Seek Help, but Knowledge Gap Hinders ProgressHealth Concerns Drive Australians to Seek Help, but Knowledge Gap Hinders Progress Growth Distillery’s recent study, “Moments that Matter: Health,” reveals that while Australians are actively pursuing health improvements, they often lack the necessary knowledge and confidence to achieve their goals. This poses an opportunity for brands to make a meaningful impact by engaging with consumers at key decision-making points. Key Findings: * Only 17% of Australians strongly agree they are in good health. * 78% have made proactive healthcare purchases in the past year. * Just 27% are confident in their health knowledge, and 57% lack full confidence in health product purchases. Crucial Moments for Brand Influence: The study identified four pivotal moments where brands can shape consumer choices: 1. Realization of a Need: Consumers seek advice from various sources to understand their health needs. Brands should engage early to influence their perspective. 2. Search Begins: Health consumers rely heavily on online research, focusing on terms like “best price” and “available brands.” Brands need to build confidence at this stage. 3. Picking a Winner: Decision time is crucial, with consumers evaluating factors like price, reviews, and benefits. Brands must demonstrate value for money here. 4. Winning Hearts, Minds, and Votes: Positive customer experiences and recommendations are essential for repeat purchases and brand advocacy. Brands should foster positive word-of-mouth. Role of Brands: Brands have a responsibility to assist consumers in achieving their health goals. By understanding these crucial moments, they can provide valuable support and guidance throughout the purchasing journey. Stephanie Forsyth, research director at The Growth Distillery, emphasizes, “Australians need help now more than ever to achieve their health goals. Brands have a responsibility to help consumers and can do this by understanding every moment of the customer journey.”
Growth Distillery unveiled Moments that Matter: Health, new research showing that while Australians are becoming increasingly proactive with their health, most don’t have the knowledge or confidence to achieve their health goals. For brands to have an impact, the research shows they need to be part of the conversation at four crucial steps of the purchasing journey.
“Australians need help now more than ever to achieve their health goals. Brands have a responsibility to help consumers, and can do this by understanding every moment of the customer journey,” said Stephanie Forsyth, research director at The Growth Distillery.
The research showed:
- Only 17 percent of Australians strongly agree that they are in good health.
- 78 percent have made a proactive healthcare purchase in the past twelve months.
- Only 27 percent strongly agree that they are knowledgeable about health and 57 percent do not have full confidence in purchasing health products.
The following four moments were identified as crucial for brands in shaping what consumers ultimately buy:
1. The realization of a need: This is a crucial time for brands to engage with consumers who turn to friends or family, health professionals and advertising to form a perspective on their needs. At this stage, most have a shortlist of brands they will consider, but have not yet committed to which brand they will purchase.
2. The search begins: 90 percent of health consumers research before purchasing using the most popular search terms “where to buy,” “best price,” “available brands,” and “benefits.” Brands can have the biggest impact right now by increasing consumer confidence that they are selecting the right product or service.
3. Picking a Winner: This is the most important moment when wallets are opened. To make a decision, consumers have a list of key criteria on which they judge brands, including price,
reviews and benefits. It is here that brands must demonstrate value for money.
4. Winning hearts, minds and votes: Customer voices are critical, both for repeat purchases and to ensure they advocate brands to their friends, family and colleagues. Brands need to create positive word of mouth to continue the purchasing cycle and recommend new consumers to the category.
