16 Jun Is your content starting to fall out of your scope?
The rapid rise of the wellness expert has been the latest shift in the wellness market. Post an onslaught of bad press and media speculation, we as the consumer have swiftly moved away from looking to the celebrity ‘fitspo’ influencers for advice on our wellbeing.
In an attempt to search for credible advisors, we have rested our laurels in those who seemingly have relevant degrees or qualifications in the areas we are interested in – all in an attempt to separate the wheat from the chaff.
The challenge we face as a wellness community is that qualifications do not necessarily translate into credibility – these two things are not equivalent. We have to acknowledge that certain qualifications can hold different weightings especially in areas such as nutrition where there are multiple associations accrediting different things.
Having an in-depth knowledge in a subject area does build a certain element of credibility, but learning how to communicate credibly to different audiences, across various platforms, understanding all of the different nuances and power of language – is an art form in itself.
When sharing wellness information and disseminating claims through any channel to the consumer, it is vital that you understand your remit of advice.
Just because someone is a qualified doctor, does not automatically mean they are best placed to speak on all things nutrition – even doctors will admit the mandatory medical training on this subject during their degree is limited. In the same instance, a nutritionist sharing workout tips is out of remit if they are not qualified PTs. This is a challenging concept but one that firmly needs to be addressed.
The consumer’s safety and wellbeing should always be of paramount importance, and how they may interpret claims should always be proactively considered before claims are made public.
It is your responsibility to ensure they are only receiving evidence-based, credible and reliable information. It is crucial that you only provide statements that sit within your area of expertise and not beyond the boundaries of your qualification(s) or speciality.
Sharing information or claims that can be viewed as misleading, inaccurate or poorly researched will result in distrusting consumers and a negative reputation for a wellness brand. By extension, this perception will affect the wellness industry as a whole.
To find out more on how to ensure you are always within remit from a content perspective please look at ROHWI.