The way we manage our health is changing, fast. Our latest whitepaper, “Redefining Growth Marketing: At Home Healthcare,” reveals how UK consumers are taking control, driven by longer NHS wait times, cost-of-living pressures, and a growing appetite for proactive wellness. The result? A booming market for at-home health solutions, from supplements and fitness tech to skincare, pet health, and medical devices.
Why At Home Healthcare Is Booming
- Convenience is king: Over a third of UK adults cite convenience as their top reason for choosing at-home healthcare, with affordability and faster access close behind. (1)
- Digital-first, for all ages: Online ordering, telehealth, and direct-to-consumer brands are making it easier than ever to manage health from home. Even older age groups are embracing digital channels, with a notable rise in online health and wellness purchases. (2)
- Trust and proof matter: Price is the top decision factor, but trust, safety, and clinical proof are close behind. Recommendations from healthcare professionals and pharmacists carry significant weight, especially for older adults. (1)
What’s Holding People Back?
- Cost and safety: These are the biggest barriers, with concerns about affordability and product quality topping the list. Lack of trust in online sellers and information overload also play a role, especially for those new to the category. (1)
What This Means for Brands
- Meet consumers where they are: The at-home healthcare audience is diverse and media habits are fragmented. Brands need a multi-channel approach, think TV, out-of-home, social, and digital to reach and engage the right people at the right time.
- Build trust at every touchpoint: Highlight clinical proof, secure endorsements from healthcare professionals, and use trusted environments for your campaigns. Transparency and credibility are non-negotiable.
- Embrace innovation: Subscription models are reshaping loyalty, and advanced measurement tools like IGNITION and Prophecy (our own AI-powered MMM solution) help brands prove impact, even in a privacy-first world.
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