A growing phenomenon that is hidden amongst the noise
Frustration simmers amongst practitioners and patients in the world of holistic health. They find themselves entangled in a web of misunderstanding. The mere mention of holistic health can raise sceptical brows. However, online data suggests it is the terminology that causes this confusion. As a marketing agency for health brands, we evaluate large amounts of online data. In this report, we deep dive into holistic health. Moreover, we unpick what people are searching for. Do the masses truly reject the holistic industry as a mere quirk? Or are we ensnared in a linguistic labyrinth of our own making? Our exploration into online trends may just hold the answer.
What is holistic health?
Before, we begin it is important to outline a definition. Holistic health means taking care of your body and mind together. It’s like a puzzle where sleep, exercise, and eating well fit together. It’s about feeling good inside and out. Practioners look to treat the body as a whole. Therefore, they pay attention to your emotions and try to find balance in everything you do. As a result, they hope to facilitate your healthiest self.
Holistic health trends: A term that remains stable
We examined online search trends for holistic health over the past decade (2013 to 2023). The data shows the level of interest has remained steadfast. Yet, there has been a slight uptick since 2021.
Thus, one might easily assume holistic health is not a growing trend. This is despite the tripling of social media usage over a parallel timeframe. A glance at Instagram indicates almost 9m holistic health-related posts.
The monthly volume of Google searches for “holistic health” in the US hovers around 22,200. This is predominantly led by users aged 35 to 44. Therefore, we could assume the holistic industry hasn’t attracted new generations of online users.
This may explain the relative stability in interest over the last ten years. However, dismissing this trend as lacking in intrigue would be a misjudgement. We also need to understand user intent. Context and data matter.
Common Drugs Outcompete Typical Trends in Holistic Health
However, interest in pharmaceutical-based interventions continues to rise, further compounding the complexity. For example, in the first six months of 2023, the US saw a 170% increase in Ozempic online-related searches.
Moreover, the search volume of common pharma drugs like Prozac, Paracetamol, and Aspirin, collectively amass a staggering monthly search volume of 667,000 in the US alone. Prozac alone boasts 301,000 searches. Moreover, as shown by the graph below, interest has slightly grown over the last 10 years.
This of course will infuriate many holistic practitioners. After all, research shows that our bodies, like our gut health., influence our mental health.
Relying on pharmaceutical drugs may patch over underlying issues, rather than resolving them. So, why is the term holistic health not growing in popularity? We examined other data, which suggests that this trend is emerging.
The Rise of Specific Terms in Holistic Health
A clear shift is underway as people grow increasingly informed. Yet, they are now raising pointed questions. Take, for instance, our UK analysis on functional medicine doctors. This generated some interesting results.
For example, “preventive health” only generates 210 Google searches per month. In contrast, there were a notable 40,500 inquiries about “carrots.” One might hastily conclude people are oblivious to holistic approaches. Yet, the fascination with carrots reveals an underlying interest in healthier living.
A closer examination reveals a similar narrative across the Atlantic. In the United States, the allure of holistic health is on the rise. However, the terminology remains somewhat enigmatic. “Functional Medicine,” for example, has seen a staggering 500% surge over the past decade. This is likely due to the expanding influence of social media luminaries like Dr Mark Hyman.
Indeed, users are becoming increasingly vocal about specific concerns addressed by holistic health. The graph below demonstrates this trend. For example, “Gut Health” has experienced a pronounced surge over the past three years.
These two search terms each amass approximately 50,000 monthly searches in the US. When coupled with other related topics, the picture becomes abundantly clear.
The emergent trends focus on targeted issue resolution. In short, consumers want to understand how to resolve a specific issue. This trend is reflected across a number of different health interventions, from NMN supplementation to cold water therapy.
Therefore, people are open to holistic health. It is the term that is the issue.
What can the industry learn from these trends?
And so, we arrive at the crux of the matter – what lessons do these trends in holistic health impart?
It’s clear health optimisation is a trend. The data shows a rise in interest in various topics, from at-home health tests to CGMs and psychedelic therapy.
Therefore, the industry must embrace the concept of niche marketing.
For instance, as AI transforms SEO, the future of search will see various platforms competing for users. Yet, the key for any organisation to get online visibility is to ensure they build topical authority via entity SEO. This means understanding how to go deep into specific topics rather than spreading content marketing across various topics.
Moreover, search engines will become more sophisticated. People will look to use different platforms depending on their use case. As a result, multi-channel SEO will be critical to understand.
This means understanding various platforms, including building a solid AI search strategy, optimising for AEO, and creating a working social media strategy. Yet, again, the concept of niche marketing underpins all of this.
For instance, Instagram’s algorithms promote accounts that have built a niche. Yet, understanding the difference between an industry niche and a social media niche is crucial.
So, we should discuss holistic health through specific health outcomes. Holistic health may still wear the mask of pseudo-science to some. But, by focusing on specific issues, the holistic health industry can be inroads. In return, the industry can create a beacon toward a more integrated future
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