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April 22, 2024

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8 Strategies to Grow Your Health and Wellness Business with White-Label Solutions

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Key takeaways
  • White-label solutions are a popular strategy used across industries to gain cost savings, access expertise and incorporate efficient scalability. 
  • Before selecting a white-label partner, confirm that they meet your quality standards, security protocols and brand experience.
  • After launching a new program or product, leveraging customer reviews and following trends is essential to ensure continuous improvements.

White labeling is a partnership in which one business delivers products or services under its brand while the components of said offerings come from a white-label provider. These solutions are popular across industries as they offer many benefits, such as cost or time savings, scalability, additional resources and expertise.1

The speed at which your company adopts new technologies and adapts to market demands is an advantage (or disadvantage) in the health and wellness industry, where competition is fierce. Choosing the right provider can create efficiencies and streamline launch timelines without straining internal teams and resources with complex operational processes and logistics.

Outsourcing this heavy lifting thereby enables businesses to focus on what they do best while still keeping up with trends. 

Here are eight strategies for utilizing white-label solutions to benefit your business:

1. Identify your target niches

Before selecting a white-label solution, ask yourself how it will fill gaps to improve your target audience’s experience. Start by reviewing your target personas or end users, then research and identify the niches that align most closely with them.  

Establishing your niche is more important than ever — the global health and wellness market is expected to reach $8,945.3 billion by 2032,2 and as this industry continues to grow, so will the competition. Whether your business focuses on performance optimization, employee wellness programs, dietary supplements, remote coaching or something else, understand what you uniquely have to offer.

 Just like 'a friend to all is a friend to none,' if you try to appeal to everyone, you appeal to no one.

Evaluating your target consumer needs first will help you identify the white-label provider and solution that best serves your brand. 

2. Quality assessment

Prioritize quality to uphold your business's reputation and customer satisfaction rates. Even if your white-label partner is not consumer-facing, their products or services are — with your brand attached.  

Quality is crucial not just in the end product or service but also when it comes to internal systems and procedures. For example, your white-label partner needs similarly stringent security processes to protect your company and your customer data.

Powered by imaware's health testing solution maintains quality security measures to ensure our partners get the top-tier experience they deserve, which includes:
• CLIA-certified, CAP-accredited labs and sample quality assessment to ensure the most accurate results
• HIPAA- and
SOC2-compliant platforms to keep partner and patient data safe

3. Branding and customization

Brand awareness and consistency can increase revenue by an estimated 10 to 20%,3 and thanks to the nature of white labeling, you can ensure your new offering maintains your brand identity. White-label solutions also come with varying levels of customizability, helping meet the unique needs of your target audience while offering the personalized touches they want. According to McKinsey and Company reports, fast-growing companies attribute 40% more of their revenue to customized experiences compared to slow-growing competitors, and about 71% of customers expect some personalization.4 Within the health and wellness industry specifically, nearly one in five US consumers prefer personalized wellness products and services.5

Powered by imaware’s plug-and-play white-label health testing solution is easily customized:


Choose your custom panel

Create a custom biomarker panel that’s uniquely yours based on your business objectives.

Apply your branding

Easily customize your test packaging and any other collateral with just a few clicks.


4. Create a seamless customer experience

Along with reinforcing your brand, a new white-label offering should seamlessly integrate into your existing ecosystem, providing a cohesive customer experience. Consider how it may complement or support your existing offerings.

Elo Health is a nutritional supplement company that believes nutrition is not "one-size-fits-all." As a result, this business is about providing customers with a personalized, precise and timely experience.
Using Powered by imaware's white-label plug-and-play testing solution, Elo Health can gather insightful biomarker data from customers to tailor their nutritional offerings without having to set up a testing infrastructure. Their customers are also treated to easy and convenient at-home testing kits.
Read Elo Health's Case Study.

5. Highlight the value-add

Create marketing campaigns that emphasize the value proposition of the new white-label solution, targeting consumer interests. In the case of at-home health testing, you can tout improved healthcare experiences,  affordability, convenience, accuracy and personalization — all of which deliver better health outcomes. 

Be sure to promote your new white-label offerings using a mix of digital marketing channels. Social media is particularly significant as around two-thirds of consumers use it to research new brands,6 and 68% primarily follow brand accounts to stay informed of new products and services.7 Partnering with a white-label business that offers marketing support, such as co-branded materials, can also help increase your reach.

Working with influencers or industry experts is another way to promote the new product while leveraging their credibility to build trust. If consumers trust a brand, they are more than twice as likely to make an initial purchase, remain loyal with follow-up purchases and advocate for the brand to others.8

6. Offer subscriptions and bundles

White-label partnerships present an opportunity to refresh the consumer's view of your existing products and services. To maximize their impact, create bundles and packages that combine your white-label solutions with existing offerings. Cross-selling converts loyal customers to new products while introducing new white-label users to your classics. 

Subscription programs that include white-label testing reinforce routine monitoring in order to track performance while providing motivating data to continue utilizing your products or services. This increases their lifetime value and supports your bottom line.

Offering subscription-tiered discounts, exclusive content, bundles and other incentives attracts, retains and grows customers by demonstrating your commitment to tailor-made, value-driven products.

7. Customer reviews and testimonials

Encourage customers to provide reviews and testimonials about your new white-label products or services. This provides valuable insights into their experiences, enabling you to make necessary adjustments to boost satisfaction rates. Positive feedback can build trust and credibility for your brand while supplying marketing material. Constructive feedback is just as important, showing where you may be missing the mark and how to improve. 

Following up on feedback and using it to create the optimal brand experience pays off — customers are 2.6 times more likely to make a repeat purchase after a 5-star experience and even a 5% increase in retention can boost profits by over 25%.910

8. Stay updated on industry trends

Customer feedback is just one of many data inputs worth analyzing. Collaborate with your white-label provider to track metrics such as sales, ratings and ROI, as well as any changes to related or bundled products and services. Monitoring performance and effectiveness can help refine your marketing and pricing strategies and better adapt both your new and existing offerings.11

Conduct external assessments as well, like monitoring the general market for emerging trends to maximize your white-label efforts while identifying new opportunities to meet evolving consumer demands.

Remember to always be flexible and willing to modify your white-label offerings based on market feedback, changing preferences and emerging competition. 


Leveraging white-label partnerships can propel significant growth for your health and wellness business by tapping into benefits such as cost and time savings, expertise and scalability. These solutions offer a pathway to quickly add new products and services to your portfolio, which is crucial in such a rapidly evolving industry.

Adopting strategic approaches is imperative to harness the power of white-label solutions effectively. For example, when selecting an at-home test provider, consider what they offer your target niche, whether they uphold the same quality standards and what opportunities there are for customization. During the launch, highlight the value proposition of your new white-label tests and consider how to bundle them with existing products and services. Finally, maximize your test's success by utilizing customer data and industry trends to create an ever-improving user experience.


  1. Forbes. White Label Partnerships: Benefits And Considerations Before Jumping In. Accessed March 26, 2024.
  2. Precedence Research. Health and Wellness Market - Global Industry Analysis, Size, Share, Growth, Trends, Regional Outlook, and Forecast 2023-2032. Accessed March 26, 2024.
  3. Marq. 2021 Brand Consistency Report. Accessed March 26, 2024.
  4. McKinsey & Company. The value of getting personalization right—or wrong—is multiplying. Accessed March 26, 2024.
  5. McKinsey & Company. The trends defining the $1.8 trillion global wellness market in 2024. Accessed March 26, 2024.
  6. Forbes. How Shoppers Are Using Social Media. Accessed March 26, 2024.
  7. Sprout Social. The Sprout Social Index Edition XIX: Breakthrough. Accessed March 26, 2024.
  8. Edelman. 2019 Edelman Trust Barometer Special Report. Accessed March 26, 2024. 
  9. Qualtrics XM Institute. Global Study: ROI of Customer Experience. Accessed March 26, 2024.
  10. Bain & Company. Prescription for cutting costs. Accessed March 26, 2024.
  11. PR Newswire. White-label solution differentiators that help organizations stay ahead of the curve. Accessed March 26, 2024.

Mairi Sutherland

Mairi is a content strategist with a passion for imaware’s partner and patient outcomes, translating digital health trends for your business.

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