Optimizing Health and Wellness Industry Sales: The Role of Data Enrichment and Lead Scoring

Sales isn’t what it used to be.

Today’s consumers are more informed, selective, and health-conscious than ever. Gone are the days when flashy ads or basic discounts could seal the deal.

Now, people expect more from the brands they support.

But what exactly do they want? And how can you make sure your messaging communicates that your brand can give it to them?

Two things: Data enrichment and lead scoring.

Find out below how these strategies can help you improve your health and wellness industry sales.

The Health & Wellness Industry Sales Landscape

The health and wellness market has exploded, with an increasing number of consumers turning to dietary supplements for specific health benefits. 

For instance, nuts known for enhancing testosterone are gaining popularity among those looking to boost their hormonal health naturally. So, consumers who’re more inclined towards their hormonal health are turning to try the best nuts for testosterone for their hormonal health benefits.

Market research company Future Data Stats valued the health and wellness market at USD 5.3 billion in 2023 and projects it to expand at a compound annual growth rate (CAGR) of 10.8%. This means that by 2023, the market could reach a value of USD 13.90 billion.

What’s driving such growth?

• Rising healthcare costs: Traditional healthcare is becoming more expensive. The latest data from the American Medical Association found that health spending in the U.S. grew by 4.1% in 2022.  As a result, more consumers are turning to preventative care and wellness products to maintain their health and avoid costly medical treatments. This has driven demand from supplements to fitness programs that help people stay healthy and reduce their need for medical intervention.

• The COVID-19 pandemic: The pandemic heightened awareness around health and wellness. People became more focused on strengthening their immune systems, managing stress, and improving their overall well-being. Plus, the rise of telehealth, home fitness, and mental health support has accelerated growth in the industry.
• Obesity: Obesity rates are steadily rising, so there’s a higher demand for weight management products, nutritional supplements, and fitness programs. 
• Aging population: The Population Reference Bureau projected the number of Americans aged 65 and older to increase from 58 million in 2022 to 82 million by 2050. That’s almost a 50% increase. As the population ages, more people are looking for solutions that can help them age gracefully. This includes everything from joint supplements and mobility aids to skincare products and wellness programs that aim to increase longevity and improve quality of life.
• Health technology: Innovations in health tech, such as wearable fitness trackers, personalized health apps, and telemedicine, have made it easier for consumers to monitor and manage their health in real time.
• Mental health awareness: The JAMA Health Forum reported that 38% more people receive mental health treatment since the onset of the pandemic than before. This means that more and more people are recognizing the importance of mental health. As a result, they’re looking for products and services that support emotional well-being, whether it’s meditation apps or stress-reducing supplements.

So, we’re definitely seeing growth in the health and wellness industry. And with explosive growth comes market saturation. How do you stand out in a crowded space? 

Traditional marketing methods, like broad untargeted ads or generic sales pitches, no longer cut it. Consumers today expect personalized experiences and solutions tailored to their specific needs.

Targeting the right customer at the right time can feel like finding a needle in a haystack. However, that needle may not be so hard to find if you leverage data enrichment and lead scoring to optimize health and wellness sales.

What Is Data Enrichment?

Data enrichment is about making the information you already have better. Imagine you have a list of customer emails. By itself, it’s a decent start, but it’s not very actionable. You don’t know much beyond that these people signed up for your newsletter.

Now, what if you could add more information—like their purchasing behavior, interests, demographics, and even their preferred wellness routines? That’s data enrichment.

By pulling in data from multiple sources like customer surveys, website activity, or third-party databases, you can gain a fuller picture of who your customers are and what they care about,

This means more personalized interactions and, ultimately, better sales outcomes. With enriched data, you can segment your audience into meaningful groups and target them with the right message. This could be a sale on skincare products for your yogis or a new meditation app for your mindfulness crowd; see the examples below.

The best part is that data enrichment doesn’t require you to reinvent the wheel. You’re simply enhancing what you already know, allowing you to build stronger customer relationships.

Let’s look at an example. A remote nutrition program can greatly benefit from data enrichment, as it can provide valuable information about patient preferences and needs to personalize treatment. 

By enabling data analysis, these programs can assess individual patient profiles and determine information such as whether one patient would benefit most from using Zepbound medication to treat obesity or whether another patient would benefit most from following a keto diet. 

The remote nutrition program can take things even further by analyzing its competitors. 

Using a competitive intelligence platform like Unkover, the company can get crucial insights into how competitors are positioning their products and services, what strategies they’re using to attract clients, and even pricing their offerings. 

This knowledge empowers the business to adjust its own strategy and stay ahead of trends.

The Role of Lead Scoring in Sales Optimization

So, you’ve enriched your data and now have a clearer picture of who your customers are. But not every lead is created equal, right? 

Some are ready to make a purchase, while others might just be window shopping. This is where you want to implement lead scoring into your sales strategy.

Lead scoring is a system that helps you rank your leads based on how likely they are to convert. You can assign points to different behaviors or attributes. For example, someone who’s visited your product page multiple times and downloaded your wellness guide might be more interested in your product than someone who just signed up for your newsletter.

Setting up a scoring system allows you to focus your efforts on leads who are closer to making a purchase rather than wasting time chasing cold leads.

A well-structured lead scoring model focuses on several factors:

• Behavioral triggers (e.g., downloading a trial, adding items to a shopping cart)
• Engagement levels (e.g., clicking on emails, attending webinars)
• Demographics (e.g., age, location)

The higher the score, the more likely a lead is to convert. 

Lead scoring is especially powerful in the health and wellness industry, where customers tend to do lots of research before committing to products. 

Tracking their actions and assigning scores can help you predict when someone is ready to buy that premium organic supplement or sign up for your personal training program.

Sounds overwhelming? Use a solution like Breadcrumbs to automate the lead scoring process.

How to Integrate Data Enrichment & Lead Scoring in Health & Wellness Industry Sales

Combine data enrichment with lead scoring. Enriching your data gives you a more complete view of your customer.

And when you apply lead scoring, you know who’s ready to take the next step.

Here’s how to integrate these strategies to achieve effective sales optimization:

1. Start with clean data: Make sure your existing data is accurate and up-to-date before you enrich it.
2. Define clear customer segments: Use data enrichment to segment your audience into meaningful groups based on lifestyle, health goals, or buying behaviors. This makes personalizing your sales outreach and optimizing your marketing efforts easier.
3. Set clear scoring criteria: Take the time to figure out what actions or attributes really matter in your lead scoring system. Consider behaviors that indicate a strong interest in your products or services, like visiting high-intent pages (e.g., pricing or product demos), signing up for webinars, or consistently engaging with your content.
4. Use data from multiple sources: Don’t just rely on internal data like past purchases or website interactions. Enrich your customer profiles with third-party data sources, such as demographics, social media behavior, health trends in specific regions, and competitor data using a tool like Unkover.
5. Align sales and marketing teams: Both teams need to be on the same page regarding lead qualification. Ensure they’re working together to define and refine your lead scoring model.
6. Use personalization to boost engagement: Once you’ve enriched your data and scored your leads, use this information to create hyper-personalized campaigns, product recommendations, or targeted ads. The more personalized the experience, the more likely leads are to engage.
7. Monitor and adjust: Monitor your efforts using data analytics. Adjust as necessary based on results and customer feedback.

Conclusion 

Data enrichment and lead scoring combine to empower businesses to gather high-quality data that informs.

This is key, where well-being is central to customers’ motivations.  Health and wellness industry sales rely on your audience feeling cared for.

Then, once you add in competitive intelligence, you get even better insights into your industry and how you can better position your brand to your target audience.

For example, with Uncover, you’ll always know when your competitors’ marketing strategies change, whether they alter their messaging or tweak their pricing. 

Get your free trial today to start uncovering competitors’ secrets.