Why tomorrow’s wellness winners gained’t simply push merchandise — they’ll craft emotionally resonant journeys powered by AI-sharpened insights
In the present day’s well being and wellness customers aren’t simply searching for services – they’re searching for experiences that really feel private, clever and aligned with their way of life. For manufacturers, meaning transferring past conventional campaigns to ship connection, consistency and that means at each touchpoint.
That’s the place MERGE stands out. As a advertising and know-how firm, MERGE uniquely bridges the hole between storytelling and techniques, serving to manufacturers meet customers the place they’re — and transfer them to motion. With experience throughout each artistic and tech, MERGE builds seamless, data-informed experiences that flip engagement into loyalty. Nicole Turner, Managing Director of the Client & Life-style division, shares how the crew makes use of perception, emotion and innovation to assist wellness manufacturers thrive in a saturated, fast-moving market.
Athletech Information: How does MERGE’s strategy of mixing advertising and know-how set it aside within the business?
Nicole Turner: MERGE sits on the intersection of promoting and know-how – an area the place technique, storytelling and techniques seamlessly converge. Our distinctive energy lies in our capability to accomplice with a Chief Advertising and marketing Officer and a Chief Know-how Officer for our purchasers, which permits us to not solely develop highly effective narratives but additionally deliver them to life by means of the fitting platforms, channels and instruments.
We constantly construct, refine and optimize inside enterprise applied sciences like Adobe and Salesforce, and we lead large-scale omnichannel efforts that help model development. However what really units us aside is how we create contagious, customized experiences alongside the trail to buying that really feel private, intuitive and emotionally resonant. We assist manufacturers create significant interactions that evolve into long-term loyalty — anchoring them within the lives of the trendy wellness shopper.
ATN: How does MERGE outline “data-driven holistic customized well being options,” and why is this idea essential to the evolution of the health and wellness business?
NT: We see data-driven holistic customized well being options as the power to make use of know-how and perception to create experiences that really help the entire shopper. It’s not nearly selling a product; it’s about constructing significant connections that help somebody’s well being, wellness and way of life.
We take a look at how customers make selections, what sort of help they anticipate and the way they transfer by means of their relationship with a model. Then we design customized communications and inventive experiences that meet them the place they’re, whether or not that’s by means of digital channels, in-store or in-app.
This strategy helps manufacturers transfer from providing particular person companies to delivering extra linked, ongoing worth.
ATN: Because the health and wellness business works to ship extra complete member experiences, the place are the most important gaps between shopper expectations and what’s at the moment being delivered?
NT: The largest gaps come all the way down to friction within the expertise and lack of personalization. In the present day’s customers anticipate a linked, seamless expertise — whether or not they’re understanding, monitoring progress by means of a wearable or making selections about vitamin. They’re keen to decide in and have interaction deeply, however provided that the expertise feels intuitive and related.
When manufacturers miss the mark by not utilizing information successfully or failing to attach key touchpoints, it creates friction, disrupts belief and sometimes leaves an enduring adverse impression.
At MERGE, we assist bridge that hole by designing customized advertising experiences utilizing storytelling by means of know-how that carry throughout digital and in-person moments. Whether or not it’s a cell app syncing with an in-store go to or a focused e-mail that lands at simply the fitting time, we assist manufacturers preserve the expertise flowing in ways in which really feel significant to the patron.
ATN: In what methods are AI and machine-learning serving to to fill these gaps and remodel how customers interact with well being and wellness manufacturers?
NT: AI and machine-learning are important for turning complicated shopper well being information into customized, actionable experiences. These applied sciences empower people to higher handle their health and wellness journeys whereas enabling manufacturers to achieve the fitting buyer on the proper time.
At MERGE, we use scalable tech platforms to create and optimize frameworks that help these moments, and we pair that with robust storytelling that simplifies the message, builds belief and drives deeper engagement.
ATN: What frequent errors do manufacturers make when investing in personalization, and the way can they be prevented?
NT: A standard mistake is focusing an excessive amount of on information and never sufficient on the human component. Manufacturers usually have ample information, however the problem lies in simplifying it and connecting with customers on an emotional degree.
Personalization with out empathy can really feel intrusive. It’s important to use the emotional quotient — understanding and integrating human feelings into the data-driven strategy.
One other mistake is failing to combine information throughout touchpoints, resulting in inconsistent communication. Crafting a story that evokes emotion throughout all channels is essential to sustaining shopper engagement.
ATN: What position does storytelling play in serving to health-focused manufacturers stand out?
NT: In a crowded market, particularly with the fixed buzz of social media, storytelling is extra vital than ever. It’s what permits manufacturers to interrupt by means of, join on a human degree,and construct lasting belief. Folks don’t simply purchase merchandise — they purchase tales.
ATN: What are some real-world examples of how MERGE’s built-in strategy to advertising and know-how is driving measurable success?
NT: We partnered with a worldwide restaurant chain within the wholesome meals house to reimagine their buyer expertise to create urge for food attraction, drive engagement and enhance gross sales. By leveraging information to geo-target customers, we enabled customized app experiences, equivalent to suggesting menu gadgets and offering dietary data upon getting into the restaurant. This led to a major enhance in visits.
We additionally work with a wearables tech firm to form their shopper strategy, utilizing previous buy data and way of life cues to craft customized messages for brand new product launches, leading to a major elevate in engagement.
ATN: For operators and model leaders making an attempt to future-proof their enterprise, what’s one piece of recommendation you’d provide in terms of investing in tech-forward, customer-centric well being options?
NT: Prioritize a robust know-how platform to prepare your information and don’t underestimate the facility of storytelling. Put money into platforms that allow you to meet clients at key touchpoints, then use narrative to deliver these connections to life.
Storytelling isn’t nearly advertising — it’s how manufacturers earn belief, construct loyalty and create emotional worth. When completed proper, it fuels development and scale whereas elevating the model past merchandise and into individuals’s lives.
This text initially appeared in ATN’s 2025 Wellness Room: The Artwork & Science of Integrating Restoration, which maps the forces redefining how operators retain members, monetize sq. footage and put together their manufacturers for a dynamic future. Download the free report.
