2012 - Present
Digital Strategy Development, SEO, SEM, CRO, Content Marketing, Copywriting, Technical Analysis, Web Analytics
MORE CASE STUDIES
Success Is On The Horizon.
Industry & Client Background
It doesn’t matter who you are, or where you live, or what your occupation may be – you eat food. If you live in the US, it’s likely that your diet is…less than ideal. The principles of maintaining a healthy diet and consistent exercise regimen are very straightforward. In fact, you’d be hard pressed to meet someone who doesn’t know they’re supposed to consume copious amounts of vegetables, engage in moderate exercise almost every day, and avoid eating or drinking excessive sugars, fats, or carbohydrates. But that’s not the reality of the American diet, is it. Obesity is at an all time high in the US. There are more diabetes patients than ever before. More deaths from cardiovascular disease than ever before. It is far easier (and more affordable) to indulge in pizza, cheeseburgers, fried chicken, ice cream, and cram calories at a metabolically unsustainable rate than it is to consume cruciferous vegetables and lean protein. The American lifestyle of convenience lends itself to excess, particularly in the context of diet and supporting a sedentary lifestyle (looking at you hoverboards…is that still a thing?). And that’s exactly why it’s no surprise that wellness and medical tourism is a thriving industry.
Health resorts, wellness retreats, and live-in fitness programs are becoming a more popular option for health conscious vacationers – a strong alternative to all inclusive trips where binge eating and drinking is the priority. Affluent travelers are turning to health retreats as an investment in their longevity over short lived recreation…and that has created an extraordinarily competitive market for hospitality entities which specialize in wellness programs.
This iconic health resort (let’s call them Healthy Habits 4 Life) is the life achievement of a brilliant mind. A man who set out to rid the world of heart disease by applying and scientifically proving the millennia old principle that food is medicine. He was successful in his quest to create a program, and luxurious live-in center, where guests can lose weight, rid themselves of blood pressure or cholesterol medication, and even reverse diabetes. All with diet and exercise, under the direction of medical providers who understand the regenerative capability of the body, when unnatural dietary elements such as excessive sugar, fats, salt, and a myriad of other common unhealthy ingredients are simply removed. Healthy Habits 4 Life is frequented by a mostly affluent audience who participate in the program with the goal of losing weight, feeling energized, and optimizing their lifestyle for maximum longevity. It is one of the most scientifically accredited wellness programs in the world, with a staff of physicians, nutritionists, and fitness trainers who lead their fields in research and clinical success.
Sounds like a slam dunk from a marketing perspective, right? Amazingly enough – for all its success over several decades, Healthy Habits 4 Life struggled to engage its target audience online for nearly all of its existence, until Gallant Fish Internet Marketing came into the picture.
Healthy Habits 4 Life Came to Gallant Fish Internet Marketing by way of…an audition, of sorts. The company was looking for a marketing firm or advertising agency that could expand the reach of the brand to new audiences online – those with intent to embrace a healthy lifestyle and rid themselves of medical conditions without medications or invasive medical procedures. Gallant Fish Internet Marketing presented a strategy that explained how Healthy Habits 4 Life, with its exceptional and scientifically documented program effectiveness, could deliver a compelling content marketing strategy that would specifically target audiences looking to lose weight naturally and navigate a way forward after a diagnosis with diabetes, high cholesterol, or heart disease. Gallant Fish Internet Marketing demonstrated how the process of SEO, tactful use of Google Ads, and creative copywriting could be the “keys” to a vibrant future for Healthy Habits 4 Life.
Approach & Impact
The product of that strategy was a concerted effort to create an intricate information architecture and content marketing program that positioned Healthy Habits 4 Life as the authority it truly is. Over a decade’s time, we collaboratively produced a content portfolio that addressed thousands of poignant diet, weight loss, heart disease, and exercise related questions with medically endorsed and scientifically researched resources. By producing articles, guides, infographics, “audience segments” within the architecture, and a broad reaching array of digital resources – we grew site traffic from 300,000 organic visitors a year to over 4,000,000. Needless to say, that translated to an impressive flow of leads for program attendance – an enduring pipeline – which supports business growth every day.
As the years went on, the strategy evolved – leveraging new advertising technology from Google Ads, Adroll, YouTube, Taboola, and a myriad of other platforms. Today, Healthy Habits 4 Life engages audiences as they begin their “health journey” to understand what they can do to improve their “state of wellness”, which ultimately translates to program participation. We utilize a sophisticated integration of web analytics and CRM software to understand the efficacy of the omnichannel strategy we architect each year to engage a growing audience of health conscious travelers. Healthy Habits 4 Life is one of the most dynamic clients we’ve worked with, and has required us to utilize every aspect of our capability to engage affluent consumers who are more discerning than ever before about how they spend their time.