The idea distilled…
Australians are prioritising their health more than ever before, as they look to address their health holistically and are becoming more proactive in doing so. However, they need help in building their knowledge and confidence to purchase the right products and services to address their needs. Our report identifies the key moments for marketers to intercept and influence consumer purchase decision making.
If nothing else, three things to fuel your growth…
- Australians have a greater set of health goals they are looking to achieve, but are limited by their knowledge and confidence in decision making around selecting the best products and services to meet their needs
- There are four key ‘moments that matter’ where consumers are most receptive, and present the greatest opportunity for marketers to intercept with targeted engagement strategies.
- These moments include: the realisation of a need which starts the purchase journey, the search phase where information is sought out, evaluation of criteria to pick a ‘winner’ and the post-purchase phase where hearts, minds and voices are won.
Some additional food for thought…
- Only 27% of Australians strongly agree that they are knowledgeable about health and 57% are not completely confident in purchasing health products.
- Research is conducted 13.2 times on average, meaning consumers do not follow a straightforward process to get the information they need
- 51% of those purchasing health products and services rely on word of mouth to help establish the aspects they will research
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