{"id":19015,"date":"2026-08-17T15:44:26","date_gmt":"2026-08-17T19:44:26","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19015"},"modified":"2026-08-17T15:44:27","modified_gmt":"2026-08-17T19:44:27","slug":"health-brands-need-to-be-as-holistic-as-their-customers","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/health-brands-need-to-be-as-holistic-as-their-customers\/19015\/","title":{"rendered":"Health Brands Need to Be as Holistic as Their Customers"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Becky Johnson, Advertising Week Writer &amp; Podcast Host<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers stopped thinking about health in categories a long time ago. The same person tracking their sleep is thinking about protein intake, strength training, skincare, stress, gut health and what their smartwatch says about their resting heart rate. Wellness has become an interconnected part of everyday life, but many health brands still communicate as if each piece of the body exists in its own lane. As consumers take a more holistic view of their health, brands have an opportunity to start connecting those dots too. And one of the more interesting connections gaining attention is one most of us probably don&#8217;t think about every morning when we brush our teeth: oral health and heart health.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That may be starting to change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The American Heart Association&#8217;s Healthy Smiles, Healthy Hearts initiative is bringing greater attention to the connection between oral and cardiovascular health, including the role chronic gum inflammation and oral pathogens can play in systemic inflammation and elevated blood pressure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Suddenly, that twice-a-year trip to the dentist looks a little different.<\/p>\n\n\n\n<h3 id=\"h-oral-health-was-never-just-about-teeth\" class=\"wp-block-heading\">Oral Health Was Never Just About Teeth<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For most consumers, dental care has traditionally occupied its own health bucket.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You go to the doctor for your body. You go to the dentist for your teeth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the human body doesn&#8217;t recognize the departmental structure we&#8217;ve built around healthcare.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The American Heart Association notes that periodontal disease is associated with hypertension, while periodontal treatment has been linked with small improvements in blood pressure, particularly among people who already have hypertension.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That doesn&#8217;t mean brushing your teeth is a treatment for heart disease, and the science should not be simplified into that kind of claim.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What it does mean is that oral health is part of a much larger health picture.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And that&#8217;s increasingly consistent with how consumers are beginning to think about wellness itself.<\/p>\n\n\n\n<h3 id=\"h-the-health-stack-keeps-getting-bigger\" class=\"wp-block-heading\">The Health Stack Keeps Getting Bigger<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Wellness has gradually moved away from being something we think about only when something goes wrong.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers increasingly build routines around staying healthy in the first place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exercise is part of the health stack. Nutrition is part of it. Sleep is part of it. Mental wellbeing is part of it. Skincare, wearables, supplements, recovery and preventive screenings have all found their way into an expanding ecosystem of products, services and habits people associate with taking care of themselves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oral health belongs there too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s particularly interesting because dental professionals may have an opportunity to identify health concerns that extend well beyond the mouth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to the American Heart Association, approximately 29 million Americans each year visit a dentist without visiting a medical provider. For those patients, the dental chair may be their only interaction with the healthcare system that year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Something as straightforward as routine blood pressure screening during a dental appointment could therefore identify an elevated reading and connect a patient with appropriate medical follow-up.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The dentist isn&#8217;t replacing the doctor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The healthcare ecosystem is simply becoming more connected.<\/p>\n\n\n\n<h3 id=\"h-prevention-is-becoming-part-of-the-consumer-mindset\" class=\"wp-block-heading\">Prevention Is Becoming Part of the Consumer Mindset<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There is another reason this matters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers have access to more information about their bodies than any generation before them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A smartwatch can flag an unusual heart rhythm. A continuous glucose monitor can show how the body responds to food. Sleep trackers can turn a night&#8217;s rest into a dashboard of data before we&#8217;ve even had coffee.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That access is changing expectations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People increasingly want to understand what is happening inside their bodies before something becomes a problem. They want information they can act on, questions they can take to healthcare professionals and products that fit into a broader approach to staying healthy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oral health fits naturally into that movement because it is already one of the most established preventive health behaviors in our lives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We don&#8217;t need to convince people that brushing, flossing and seeing a dentist matter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The bigger opportunity is helping them understand why they may matter beyond their smile.<\/p>\n\n\n\n<h3 id=\"h-health-and-beauty-are-moving-closer-together\" class=\"wp-block-heading\">Health and Beauty Are Moving Closer Together<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There&#8217;s also an interesting cultural shift happening around the way consumers define looking good and feeling good.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The line between beauty and wellness has become increasingly difficult to find.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Skincare brands talk about skin health. Fitness is as much about longevity and mobility as appearance. Food brands sell energy, focus and recovery alongside taste. Wearables have turned biometric data into something consumers casually compare over dinner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A healthy smile sits comfortably inside that same convergence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Teeth have always had an aesthetic component, but oral health increasingly has an opportunity to be understood as part of overall health rather than something purely cosmetic or isolated from the rest of the body.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That changes the story considerably.<\/p>\n\n\n\n<h3 id=\"h-wellness-brands-have-a-bigger-story-to-tell\" class=\"wp-block-heading\">Wellness Brands Have a Bigger Story to Tell<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For marketers, this expanding definition of wellness creates both an opportunity and a responsibility.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers aren&#8217;t simply buying products anymore. They&#8217;re assembling their own versions of a healthier life, often combining products and services from categories that marketers have historically treated as completely separate industries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fitness overlaps with nutrition. Beauty overlaps with health. Technology overlaps with prevention. Dental care overlaps with cardiovascular health.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brands that understand those connections have an opportunity to become more useful to consumers, but usefulness requires more than attaching the word &#8220;wellness&#8221; to a campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It requires education.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Healthcare brands in particular have an opportunity to help consumers understand the science behind these connections without exaggerating what that science actually proves. That&#8217;s a very different marketing proposition from simply selling a product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s also potentially a much more valuable one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As consumers become more proactive about their health, the brands that earn a place in their routines will likely be the ones that help them understand how all of those routines fit together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because the next frontier of wellness may not be another tracker, supplement or morning ritual.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It may simply be recognizing that the things we&#8217;ve been doing all along are more connected than we realized.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As consumers become more proactive about their health, the brands that earn a place in their routines will likely be the ones that help them understand how all of those routines fit together.<\/p>\n","protected":false},"author":26,"featured_media":19016,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[19],"topics":[2],"class_list":["post-19015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-health","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Health Brands Need to Be as Holistic as Their Customers | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/health-brands-need-to-be-as-holistic-as-their-customers\/19015\/\" \/>\n<meta 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