Page 16

focus

HealthSource

HealthSource

Capitalizes on Changing Consumer Trends Americans are looking for ways to manage pain so they can stay active. This was the takeaway from a series of consumer focus groups and a market research study conducted by Grand View Research. HealthSource, America’s leading franchise group of holistic health clinics offering massage, orthotics, progressive rehab, nutritional supplements and spinal manipulation, used the insight to form a new brand strategy and launch a national brand campaign. The message to consumers: Do What You Love. This message is a major departure from typical

Franchising USA

rehabilitation service providers that focus on the consumer’s pain instead of passions. Based on the number of new visits to HealthSource clinics after the launch of the campaign, the message is on point. In July, the network of clinics experienced a 39 percent increase in new customers, the largest jump since HealthSource was founded in 2006. Revenue was up 8 percent, and the quarter is tracking for double-digit growth. The integrated brand campaign developed by HealthSource features cyclists, tennis players, runners, walkers and others in their daily exercise routines. Advertising elements include radio and television spots, digital pre-roll, digital display ads, out-of-home billboards, direct mail, print and exterior window graphics. Co-op funding is covering the cost of broadcast advertising, while all other elements are being paid by a national media buy.

Kieran McCauley, vice president of marketing at HealthSource, believes the campaign message strikes an emotional connection with consumers. “We’ve essentially flipped the focus to active living from pain management,” said McCauley. “People don’t need to be reminded that they have pain, they need to remember what makes them happy, and this campaign shows them how to get into a routine to address and prevent pain – using stretching, massage, progressive rehab, nutritional supplements and spinal manipulation.” Plans are in place to evolve the campaign to highlight different passions every quarter throughout 2018 and 2019. HealthSource is also refreshing clinic exteriors with graphics of gymnasts, golfers, runners and other athletes doing what they love. Another aspect of the campaign is

Franchising USA September 2018  

Franchising USA is a monthly consumer publication bringing you all the latest news, expert advice, and information from the world of franchi...

Franchising USA September 2018  

Franchising USA is a monthly consumer publication bringing you all the latest news, expert advice, and information from the world of franchi...