The actions of health and fitness companies during this crisis will leave a long-lasting impact on their brand value. Companies have offered free trial classes during times when their consumers could not physically visit their facilities. By doing this, it shows the importance of putting customers and non-customers first.

Disruptions create opportunities to reshape consumer thinking even after COVID-19, as people have gotten used to virtual health and fitness assets. In addition to gym and fitness studios closing, many large-scale events are being canceled, such as triathlons and marathons. Participants are being encouraged to complete the event and submit their times digitally. This new era of virtual fitness may have lasting effects, and companies should not miss out on the chance to be a leader. Consider leveraging the new ways that people are achieving personal goals during current, transitional, and post-pandemic phases.

How to Create and Leverage Data

Marketers can use the data captured by apps to generate the next best action for users. MyFitnessPal was purchased in 2015 by Under Armour to obtain its large user base of 140 million. How can this vast amount of data be leveraged to aid in consumer identity? MyFitnessPal focuses on a daily habit of logging health information, such as exercise, weight, and food consumed. Users who log in daily and engage with the app are more likely to use the platform in the long term. Increasing engagement is a great strategy for businesses, as the platforms will have more users and subscriptions which impact the bottom line.

Digital apps become more valuable as we migrate to a virtual society. People’s behaviors are changing and will rely on digital workouts and health guidance moving forward. Create new data insights from your customers’ behaviors to leverage the best ways of communication and delivery of service during this time. Strong insights will be gained from those who monitor data and digital behavior before and after the pandemic to understand and leverage consumer digital engagement.

Create a Targeted Strategy

With an increase in virtual socialization, it is important to have an overall targeted strategy for your health or fitness platform. One key insight is that people are feeling challenged to maintain a healthy lifestyle while eating at home more, dealing with new causes of stress, and keeping up a fitness routine. By leveraging insights, companies can discover ways to better resonate with their customers. These findings will inform communication strategies during an uncertain time, and companies need to adapt to the new standard of living. Adjustments to lifestyles are being made and brands should pay attention to which new habits that will remain, and which ones will adapt to a “new normal.” Now is the time to get the right message to the right customer, at the right time.

  • Julie Cantola Kirsch

    Julie Cantola Kirsch is a Client Strategist at Merkle Inc. In this role, she provides strategic direction to clients by taking data and insights and turning them into actionable recommendations for execution. Julie has a variety of planning and strategic experiences with a design degree from Penn State University and a MBA from the University of Pittsburgh with a concentration on digital marketing.

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