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🧬 How to make people care about your health product

 

JUNG+’s challenger point of view.

Date: July 18, 2025

⏰ Read time: 5 mins

People won’t care about your health product unless you communicate a strong point of view.

Without a strong POV:

❌ Prospects’ eyes glaze over when they read your copy

❌ People don’t buy, even if they need your offer

Your POV is what you stand for (and against). It explains why you’re here, the problem you solve, and why other solutions have failed.

It’s how you turn your product from a ‘nice to have’ to a ‘must buy’.

Keep reading to find out how to nail your POV, with an example from a longevity brand doing it right.

DECODED: HOW JUNG+ PICKS A FIGHT

TL;DR:

JUNG+ has rapidly emerged as a disruptor in the longevity space, distinguishing itself from both high-end longevity clinics and established supplement brands with a science-backed, accessible, and holistic approach.

While most longevity brands talk about living healthier & longer, JUNG+ challenges the assumption that age-related decline is inevitable.

Their POV? You shouldn’t have to age like everyone else.

Let’s dive in.

BREAKDOWN

1. They challenge the norm.

When you land on JUNG+’s site, you see right away that this isn’t going to be the same old same old. Instead of talking about their product in their headline, they pose an interesting question, challenging the accepted notion that age-related decline is a given we have to accept.

Why it works:

Your homepage hero section has one very important job: Keep people on the page for more than a few seconds.

JUNG+ grabs visitor attention and piques interest in their solution with their bold headline that communicates their POV.
And they clarify what the site is about in the sub-headline.

 

Meanwhile, here’s what competitors are saying in their homepage headline:

  • “Longevity engineered around your biology.” (sounds complex and isn’t compelling)
  • “Live long in good health.” (the same promise as every longevity brand)
  • “[brand name] aims to extend and improve quality of life by reversing the harmful effects of time in our cells, harnessing the regenerative capabilities of human pluripotent stem cells.” (far too complicated for the homepage headline!)

 

See the difference?

While JUNG+ takes a stance and communicates a clear POV, competitors blend in or alienate their audience with complex, confusing messaging.

2. They take a stance against reactive healthcare.

On JUNG+’s About page, they call out the unfulfilled promises of today’s medical system.

We all want to feel great and thrive, but the reality is that the healthcare system isn’t designed to prevent disease. It’s designed to react to it once it’s already a problem, which is a main reason we have such poor health today.

JUNG+ takes a different approach. By addressing aging itself, they target the root cause of the problem. So that people can not only add years to their life, but do so without chronic disease.

Why it works:

Your brand’s enemy is an important ingredient of a strong POV. But you have to choose wisely. It needs to be something that people can get behind — something that’s clearly broken and has negatively impacted the masses.

JUNG+ picked a strategic enemy here by calling out the consequences of our reactive healthcare system, which makes it easy to stand behind their mission and focus on prevention.

3. They show how other solutions fall short.

Across the product pages, JUNG+ picks a fight with traditional solutions, like skincare. The position these alternatives as bandaids that fail to solve the root cause of the issue.

Plus, they continuously bring their message back to WHY the reader should care.

Why it works:

Pointing out alternative solutions that your audience is familiar with (and that failed to solve their core issue) is key to positioning your product as the clear choice.

It’s not enough to talk about the benefits of your product. You need to show why it’s better than the things they’ve already tried.

4. They give you a reason to act now, not later.

JUNG+’s challenger POV is visible throughout their entire website, all the way to the bottom of the product detail page. Here, they reframe aging as something that happens long before the visible signs appear.

Why it works:

Talking about aging as something that starts when we’re born, rather than how we usually think about it (when we start developing fine lines and spotting grey hairs), builds the urgency to act now. Not later, when we look in the mirror and realize that we’ve aged.

They optimized their close (the final section of the page) for conversions by adding in free shipping and a 90-day guarantee. These two bonuses reduce friction and hesitations around the purchase and increase the chance that someone will buy.

One thing I’d change: If I were JUNG+’s copywriter, I would adjust the copy on their CTA from “BUY NOW” to something like “BUILD MY PLAN”.

Here’s why: “BUY NOW” should only be used on button copy when people are entering their credit card, and the action is the actual purchase. But when I click on this button, it leads me back to the top of the product detail page, which isn’t the best user experience.

For CTAs, you always want to think about the action that the button leads to, and tailor the copy around that. That helps you manage expectations, reduce confusion, and provide a seamless UX.

Want to learn more about how to close your page the right way to drive conversions? Check out this article: The #1 thing missing from health websites.

KEY TAKEAWAY

The best, most memorable brands have a strong opinion — and aren’t afraid to share it.

Your POV explains why your product exists and why the old way isn’t good enough.

It lays the foundation for your positioning, messaging strategy, and copy.

So ask yourself, does your brand communicate a clear POV?

If not, here are some questions to ponder:

  1. What’s the story behind the creation of your brand?
  2. What are the societal trends and contexts driving the need for your solution?
  3. What’s the core problem you solve?
  4. What are some common industry practices that you stand against?
  5. What is pushing people away from their old way of doing things? Why is this NOT working?


Nail your POV, and you’ll be well on your way to standing out in today’s competitive health market.

Whenever you’re ready, here are a few ways I can help you:

 1. Website Copy & Brand Messaging

Turn more browsers into buyers with website copy that speaks directly to your audience’s pains and desires (and makes them kick themselves for not finding you sooner).

 2. Email Copy & Strategy

Tap into the gold mine of your email list with strategic sequences that delight subscribers and fire up your conversions.

 3. The Copy Accelerator

In a rush to get this done yesterday? Get conversion copy for your website, landing page, or email sequence done and dusted within your tight timeline.

 4. Website Review

Give your site a quick win with low effort, high-impact, and ready-to-implement recommendations to increase conversions.

Binge-worthy reads:

🧬 Eleos Health’s painkiller messaging strategy

A playbook to rally people around the problem you solve.

🧬 The #1 thing missing from health websites

How Bloomlife gets the “yes”.

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