Health education via "empowerment" digital marketing of consumer products and services: Promoting therapeutic benefits of self-care for depression and chronic pain

Abstract

Increasing health care costs and high economic burden exemplify the impact of chronic diseases on public health. Multifaceted approaches to treating chronic diseases include pharmaceutical drugs, digital therapeutics, and lifestyle medicine. Chronic diseases are largely preventable, and health promotion yields positive outcomes. However, despite positive return on investment (ROI) and cost-to-benefit ratio (CBR) for health promotion (median ROI 2.2, median CBR 14.4), commercial marketing of healthy lifestyles and self-care is limited. The objective of this perspective article is to discuss how digital marketing of consumer goods and services that support therapeutic self-care can also bridge public health and for-profit interests. We describe how "empowerment" marketing campaigns can provide evidence-based associations between products/services and self-care benefits for people living with chronic pain and depression. Such a "health education as marketing" strategy is illustrated by educational ads describing how contact with nature, music, and yoga can improve chronic pain and reduce depressive symptoms. Creating associations between health-related benefits of these activities with products (outdoor and yoga apparel, audio equipment) and services (music streaming services, music mobile apps, eco-tourism, yoga studios) that support them expand their value proposition, thus incentivizing profit-driven companies to engage in public health campaigns. Long-term success of companies that incorporate evidence-based health education as marketing and branding strategies will depend on following ethical considerations and advertising guidelines defined by consumer protection regulatory agencies, such as the Federal Trade Commission (FTC). In conclusion, integration of health education about self-care and commercial marketing can support health care outcomes and disease prevention.

Keywords: advertisement; digital media; disease self-management; health branding; health literacy; health promotion; mental health; pain management.

Figure 1

“Health education as marketing” for consumer products and services. (A) Comparing “standard” marketing with health-focused “empowerment” marketing of music streaming (or audio equipment) illustrates opportunities to build associations between listening to music and receiving such health benefits as reduction of pain or depression. The statement shown in this digital ad “Did you know that listening to music can reduce pain and depression” is supported by systematic review and meta-analysis studies referenced in Table 1. (B) Examples of “standard” and “empowerment” marketing of products and services associated with contact with nature and yoga practice. The statements shown in these digital ads “Did you know that nature-based outdoor activities can reduce anxiety and depression?” and “Did you know that yoga is recommended by the American College of Physicians as first line therapy for low back pain?” are supported by references listed in Table 1. (C) Collaborative opportunities for three key stakeholders to develop, validate, implement, and scale-up “health education as marketing” strategies. Alliances between commercial companies and health care can include industry-sponsored clinical studies supporting personalized (“precision”) lifestyle interventions, whereas big tech companies can contribute to innovating products and services supporting self-care. To bridge commercial interests with public health, promoting benefits of self-care can be a part of marketing and branding strategies. Engaging multiple stakeholders in co-creating health promotion was recently described (91). (D) Diversity of digital media channels applicable for “health education as marketing” to promote self-care benefits. CTV stands for connected TV.