Digital strategy in healthcare marketing

This article is part of a series of articles on digital strategy in healthcare marketing. Read more.

At a glance

The wellness economy continues to explode, and its main growth engines in 2019 were focused on the latest trends in digital health: the D2C model, mobile therapy, and connected fitness. As consumers pursue better health using everything from Peloton to subscription-based nutritional supplement plans, many brands – and not just those centered completely on health – are integrating the trend into their brands.

Why it matters

The global wellness market is now a $4.5 trillion market, growing by 21% since 2015, with wearables alone expected to grow by 27% in 2020 to become a $51 billion market, according to Gartner. The introduction of tech in to the wellness category is also democratizing and expanding it, as services that were once unaffordable for many people become more easily and inexpensively accessed.


  • Even as digital tools provide new wellness opportunities, the wellness experience is becoming more connected both virtually and physically as brands pursue services that offer both online and offline ways to provide consumers with experiences.
  • Mental health is one example of a service that can now reach many more people, as products like Talkspace can be accessed for a much lower cost than traditional therapy.
  • Even though becoming part of a connected home gym like Peloton remains out of reach for most consumers, the continued growth of such services may help them reach economies of scale that will make them accessible to more consumers.
  • As evidence of how much D2C – of which wellness brands are a critical component – has grown, these brands have moved from their reliance on performance-based search and social to mass offline channels, which now comprise 41% of D2C brands’ total media spend.