Health and wellness marketers have no shortage of challenges. Staying relevant with health-conscious consumers. Navigating strict compliance regulations. Finding ways to stand out and connect with the right consumer in a stacked marketplace – to name a few.
The rewards are there, though, for brands who can break through. The $1.8 trillion global health and wellness market only continues to grow. And many of those consumers are turning to the powerful influence of weather to make their health and wellness decisions. That’s one reason why we recently modernized and enhanced The Weather Channel app user experience as well as our AI-powered ad tech and back-end data modeling with an extra emphasis on health and well-being. Which brings health and wellness marketers a unique and relevant set of advertising solutions to fuel brand relevance and growth.
Unpacking the weather-wellness connection
The connection is clear: Habitually checking the weather informs more than how to dress for the elements. Recent research shows that weather inspires action to minimize illness, manage symptoms, and maximize time outside; offers a sense of control on quality of life; and guides purchases to maintain a healthy lifestyle. According to consumers in the study:
- 88% are focusing more on health and wellness in recent years
- 76% use weather information to manage their health, up 33% since 2020
- 73% are more concerned this year than previous years about at least one health condition
The go-to health and wellness marketing partner
Your customers realize weather’s impact, so meet them where they are. Trusted, accurate data, innovative AI in weather prediction, and brand-safe, contextually relevant content from The Weather Company, place your brand in the direct path of qualified audiences and their health decisions. Additionally, by understanding the effect of weather on consumer spending, we can better tailor our advertising strategies to influence purchasing decisions that are directly related to health and wellness.
Better accuracy, better engagement, better performance
A constant companion, weather influences daily habits and decisions, sunrise to sunset. But not all weather forecasts are equal. Or accurate. Not only are we the most accurate forecaster and one of America’s most trusted brands, The Weather Channel is the preferred weather source used by health-conscious consumers to manage health across all conditions.
76% choose The Weather Channel over a competitor
Since launching new wellness features in The Weather Channel app, we’ve seen 3x higher clicks into our wellness forecast experiences. In fact, compared to the legacy app experience, we’re already seeing:
- 11% more stickiness
- 10% more page views per visit
- 8% increase in time spent per daily active user
This preference for, and engagement with, our digital channels means more reach and a higher likelihood of campaign success. But beyond the lure of our new features, the instability and volatility of Mother Nature herself means more eyeballs, more often, on the forecast.
IQVIA-validated health audiences
IQVIA, a leader in healthcare intelligence, utilizes rich prescription data to provide insights into the types of visitors on digital platforms. Our new IQVIA partnership has validated that The Weather Channel’s platforms effectively reach qualified health audiences across over 60 health conditions. Notably, we connect with 47% of U.S. psoriasis patients, which over indexes the general population by 32%. This collaboration validates our ability to deliver health content to audiences most likely to be treating health conditions and wanting to learn about weather’s impact on their symptoms.
Brand-safe sponsorships
Get your brand seen in the well-placed context of weather information and health resources through sponsorships on our digital properties.
- Content sponsorships: With the latest enhancements to The Weather Channel app, we’ve re-imagined the experience to emphasize the weather-to-wellness connection. New editorial sponsorship opportunities help you align your brand with premium, health-related articles and video content created by award-winning journalists and verified by medical reviewers. Trusted advice and resources cover psoriasis, eczema, weight loss, type 2 diabetes, asthma, COPD, arthritis, stress management, aches and pains, and migraines.
- Forecast sponsorships: Health-conscious consumers have access to a range of customized forecasts and tools designed for allergies, skin care, colds and flu, headaches and migraines, body aches, and respiratory health. These forecasts use weather data, AI, and insights to help predict how symptoms might change in the coming days and week.
69% check weather proactively for preventative health measures
We put weather into action to give your audience information and insights that help them ultimately live healthier, happier, safer, and smarter.
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CVS reaches 42 million consumers in moments that matter with the Flu Insights Tracker
Anticipate consumer needs with actionable data signals
By using weather data to inform when and where consumers’ health will be impacted, health marketers can tap into unified, scaled, and predictive signals to help to find and connect with qualified audiences and influence health outcomes.
Weather Targeting
Deliver hyperlocal, targeted, personalized health ads by leveraging an intelligent mix of weather data and health data, including:
- OTC/prescription sales from IQVIA
- anonymized patient reports and aggregated insurance claims reports from Merative
- academic journals
- weather science to identify the optimal mix of environmental elements most likely to exacerbate health conditions at a ZIP code level
Audience Targeting
In healthcare marketing, privacy is paramount. Find and connect with your audience using demographic look-alikes with a propensity for specific conditions. These representative audience models are based on:
- behaviors and insights from The Weather Channel digital properties, including site interests and frequent locations viewed
- anonymized health claims data
- CDC and other third-party sources
- 360M+ monthly global The Weather Channel app users
Beyond the marketing department
Make weather your business. The Weather Company can help you improve strategies, operations, and profitability across the enterprise. Yes, the same company that uses meteorological expertise and technology to help keep billions of people safe and informed about the weather also helps thousands of businesses increase the bottom line.
Weather Engine™️
Help your business adapt quickly and make informed decisions that account for weather impacts. Powered by proprietary AI and machine learning, our Weather Engine helps you take advantage of large, analytics-driven insights across internal processes and consumer-facing touchpoints.
Weather data APIs
Integrate reliable weather data directly into your enterprise applications, business processes, or own custom models. Both weather data and insights are available via APIs with flexible integration services.
Competitive advantage is in the forecast
The influence of weather on daily health and wellness choices isn’t slowing down. Marketers need ways to stand out in a crowded, challenging market. Fortunately, as weather, data, and health continue to intersect, you can trust The Weather Company’s advertising solutions to help you create purposeful, relevant connections and better outcomes for both consumers and your business.
