Have you checked your marketing health?
The trends, challenges and opportunities health and wellbeing marketers must know in 2025

Tough competition, squeezed marketing budgets, AI and Algorithm updates are crippling many health and wellbeing brands' marketing performance.
Brands must innovate to compete, and deliver more with less through smart strategy and creativity.”
Gary Jenkins
Managing Director, No Brainer
It’s no secret marketing leaders of health and wellbeing brands face increasing challenges in 2025.
AI and algorithm updates are transforming the digital landscape for health marketing and wellbeing brands, often impacting reach, ranking, and how brands are found by consumers online.
Competition is fierce for the hearts and minds of prospective customers and the ever-evolving digital landscape – combined with the need to prove ROI for every penny of marketing spend – means healthcare marketers are spread thin, with resources needing to be harnessed for the most impact.
The thing is: This isn’t a unique challenge. Every marketer is facing the same complexities – how to be found, front-of-mind or famous in a world where content is being pumped into the digital ecosystem in high volume is tough.
But you must find a way through the white noise if you are to survive and thrive.
As trust becomes an increasingly important pillar of the healthcare marketing mix – from both a customer and digital perspective – health and wellbeing brands must learn to adapt if they want to get a competitive edge. Key to this is placing expertise, experience, authority and trust at the forefront of healthcare digital marketing.
This guide explores the key things health and wellbeing brands must know about the evolving digital landscape if they want to stay ahead – and how earning customer trust is more important than ever.
of businesses said they’d experienced traffic drops in the August 2024 Google updates
Source: Search Engine Roundtable
of all Google searches are health-related.
Source: Google
of consumers say information on social media affects the way they deal with their health
Source: Mediabistro
TRENDING:
The most in-demand health and wellbeing products in Q1 2025
Trend tracking and demand forecasting must be a key component for a successful marketing strategy in the health and wellbeing space.
We’ve explored some of the breakout trends and topics in the health and wellbeing space in early 2025, to give your sales and marketing strategy a competitive edge.
From trending new health supplements to new wellbeing innovations such as wearable tech, consumers are keen to embrace products which prioritise mental, physical, and environmental health.
Check out some of the products forecasted to be big in Q1 2025.
Looking for product trends in your sector?
Our tools and proprietary approach can give you the insights you need to meet customer demand.
Shilajit gummies
Shilajit gummies are the latest must-have dietary supplement trend. Shilajit is a natural substance found primarily in the Himalayas, and it’s claimed to have health benefits such as increased collagen production, improved bone formation, and anti-inflammatory effects due to the presence of fulvic acid. Whilst chomping on natural remedies might not be for everyone, Shilajit gummies are an exploding trend for audiences engaged in natural and holistic wellness products.
Water chiller for cold plunge
Water chiller for cold plunge – This wasn’t really a thing before 2022, but the cold-water plunging trend of 2024 has made its way out of spas and into households, as consumers search for ways to recreate this trend at home. Cold water plunging claims to have heaps of health benefits, including boosting circulation, improving recovery and even impacting mental health, so it’s no surprise consumers are keen on this trending product.
Health tracking ring
Health tracking rings – Forget Fitbits, as 2025 is seeing the rise of a sleeker, more stylish way of tracking health. Health tracking rings do pretty much what they say on the tin, with consumers keen to track key biometrics without having to wear a cumbersome wristwatch or device. Growth and demand have been exponential since the start of 2024 and that’s expected to continue.
Red light mask
Red light masks use LED therapy and claim to boost collagen production, reduce wrinkles, and improve skin tone. They’re popular for offering non-invasive, at-home skincare solutions with visible, anti-aging benefits – and are being sparked by demand through TikTok.
Collagen mask for face
Collagen mask for face – It’s no surprise collagen is top of the beauty trends for 2025, with the protein long being a buzzword in the beauty industry. However, 2025 is seeing demand for this popular protein explode, as audiences seek to reap the rewards of collagen benefits for their bones, ligaments, blood vessels and digestion.
Gut health products
Gut health is a topic which has come to the forefront of health consciousness over recent years, but 2025 sees search for this topic explode. Gut health and the balance of microorganisms in the digestive tract is widely recognised as essential for overall well-being, and brands and consumers are seeking new ways to maintain a healthy gut as part of a balanced lifestyle.
Health and wellbeing
sectors under fire:
How to deal with
the
threats and opportunities
Health and wellbeing brands have faced major traffic declines due to Google’s “Your Money; Your Life” (YMYL) updates and those competitors with the right strategy are benefitting from these – whilst others are being left behind.
We’ve explored some of the brands facing the biggest online challenges – and identified some opportunities to outsmart the competition.
Nutrition supplements
The nutrition brand ZOE experienced a significant decline in organic visibility during the summer of 2024, coinciding with the completion of the August 2024 Google Core Update, according to the SEO tool Sistrix (read our analysis here).
As of now, the brands’ visibility and traffic have not yet shown signs of recovery. While ZOE.com has implemented some elements signalling they’ve considered E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) on their website, their efforts fall short compared to other healthcare ecommerce brands.
ZOE’s decline has created a huge opportunity for Healthspan UK to overtake them from a visibility perspective – Zoe needs to work hard to recover, but with the right SEO and content strategies – focused on the biggest revenue-earning opportunities – the competition could seize traffic, market share and revenue.
Online pharmacies
Online pharmacy brands Chemist Direct and Pharmacy2U saw their visibility drop during the summer of 2024, coinciding with the completion of the August 2024 Google Core Update. And whilst the brands may have taken action on the back of the decline, they have still struggled to recover.
At the other end of the scale, another online pharmacy, Chemist4U, has experienced no such drops. In fact, their visibility has noticeably grown since the August 2024 Core Update.
With high levels of E-E-A-T demonstrated throughout their content and wider site, it’s likely that they are taking a more proactive approach to pages that meet the YMYL criteria (check out our analysis of these brands here).
How can health marketers prepare for trends and challenges in 2025?
Your Money,
Your Life,
Your Marketing Budget...
“Understandably, Google is much more hyper-focused on how brands in the health, wealth and finance sectors market their brands, products and businesses. The Your Money Your Life (YMYL) algorithm update was designed specifically for brands in these sectors – so how can healthcare and wellbeing industry marketers keep Google happy, without compromising on customers and brand experience?
The answer, in short, is it’s not about compromise. It’s about giving customers a better, more authentic user experience and following a really clear strategy that enables healthcare brands to harness YMYL for the benefit of both the business and consumer.”
Laura Rudd, Head of SEO and Content
No Brainer Agency
All you can E-E-A-T
Why trust signals are so important for health and wellbeing brands
It’s crucial for health and wellbeing brand marketers to have a strong understanding of EEAT principles – so that they engage target customers and satisfy Google.
Google’s EEAT guidelines – Experience, Expertise, Authoritativeness, and Trustworthiness -play a significant role for “Your Money, Your Life” (YMYL) brands, particularly in sensitive industries like finance, healthcare, and legal services, where content can impact users’ well-being, finances and safety.
Brands operating in the health and wellbeing space will find their digital marketing efforts are subject to Google’s strict guidelines around:
- Prioritising high-quality content: Which requires brands to showcase their expertise with credentials, author bios, and authoritative sources to meet Google’s rigorous YMYL standards.
- Building authority: Using credible sources, certifications and expert creators to enhance trust and credibility.
- Emphasising transparency: Including clear privacy policies, user reviews and accessible contact information to build trust.
- Focusing on user safety: Avoiding misleading claims and providing transparent, honest and safe guidance.
- Ensuring consistency: Maintaining EEAT principles across all platforms, including social media, blogs, and newsletters.
Is your SEO and content marketing strategy demonstrating the right level of E-E-A-T signals?
Get in touch today for an audit.
E-E-A-T: a breakdown
Experience
Demonstrating first-hand experience within the topic. For example, a review written by someone who has personally used the product or helped create the product.
Expertise
Showing in-depth knowledge or skill in the subject matter. This often involves having content created by recognised experts in the field, such as doctors or pharmacists who have credible industry experience.
Authoritativeness
Establishing the website or content creator as a trusted source. This could include citations, references, or endorsements from other credible entities, such as links to the doctor’s GMC Medical Register or references to articles that the expert has written for other websites.
Trustworthiness
Ensuring content and the website are reliable, transparent, and accurate. Features like secure connections, clear authorship, and well-sourced information help contribute to trust.
How we can help
This approach is proven to work for health brands
No Brainer has worked with a leading personal alarm retailer to implement these principles, and delivered:
- +374% increase in page one keywords (947 vs 200)
- +392% increase in keywords in position 1-3 (36 vs 177)
- 78% of monitored keywords on page one
Delivering award-winning work
NAVIGATOR
The guiding light for the digital landscape
Our proprietary tool Navigator helps healthcare and wellbeing brands make sense of the digital landscape and target customers to drive new revenues and sales.
Be Found
TikTok & social media
Your customers are engaging with content across social media – is your brand visible where it needs to be?
Navigator helps brands identify the right trends, topics and channels to be a part of the conversation and be found by the right people.
Be First
Google, SEO & content
From AI to algorithms, digital content is a constantly evolving and competitive space for brands.
Navigator helps brands to rise to the top of SERPs, create the right kind of content and be the first choice for customers.
Be Famous
Online Media & Digital PR
From trending stories to opinion pieces, digital PR can drive huge volumes of online brand citations and high quality earned links to healthcare and wellbeing product websites.
Navigator identifies the publications, outlets and communities your brand should be part of, and our strategies build strong brand authority, media presence and digital fame.
Proudly working with
Do you know where
your audiences are online?
Because we do.
Our insights tell us:
- Where to find our target audience online
- The kinds of content they consume
- Which content formats work best with the different target audiences
- The influencers, social media channels and digital/news publications they engage with
These insights power our content and PR strategy and help us collectively achieve our bold aims and objectives.
Our Work
We work with our clients on integrated, search-driven content blending our award-winning Digital PR, SEO and Content to ensure that they can be found, be famous, and be first on search.
Award winning
Helping AXA brand to have 'The Talk' about elderly care
Brits don’t talk about elderly care until it’s too late. Our campaign worked across SEO, DPR and content to change this.
60% increase in online revenue for elderly care retatiler
In the competitive personal alarms space, we helped our client become first on search through clever content, PR and technical SEO.
200+ media hits for leading sleep posture expert
Two thirds of Brits don’t get enough quality sleep. We built our client into the leading sleep posture expert, to help Britain sleep better.
Want personalised insights for your health and wellbeing brand?
Fill in the form below to request your insights.