By-millennial-for-millennial strategy pays for Hyland’s

Hyland’s Leg Cramps was the Official Cramp Relief Partner of the Boston Marathon. A campaign called “Find Your Finish Line” encouraged runners to share their stories on #HylandsFYFL.

The old adage that necessity is the mother of invention rings true at Hyland’s. “Hyland’s core customer is millennial moms,” said Kara Errickson, who works on product development and design for the 113-year old homeopathic medicine company. “Our marketing department is filled with millennial moms, so we are making products with our families’ needs in mind,” she said.

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Gaps in products on the market, especially those in packaging appealing to children, helped Hyland’s revamp existing products and create new products. A case in point is Hyland’s Bumps ‘n Bruises with Arnica. The topical remedy developed for bumps and bruises had many unique factors designed specifically for millennial moms and the problems they face juggling it all. Using some of her real-world experience, Errickson helped redesign and reformulate the product. The result is a brightly colored ointment stick packaged with a whimsical “splat” design that is kid friendly, especially at a time of an injury.



Hyland’s conversations over market needs don’t stop within the walls of its office. “We go into people’s homes and discuss how we can address pain points,” Errickson added.



Millennials, many now becoming moms, have a new perspective as they shop for their growing families. Their goals shift to what’s best for others, not just themselves. They build loyal relationships with brands, especially those such as Hyland’s, which produce natural, homeopathic remedies, she said.



And moms are the gateway to the entire family, she said. The females making the household’s shopping choices help convert the entire family and set the stage for following brands that they are passionate about throughout their life stages, Errickson explained. So although the New General Market is key, Hyland’s strives to be inclusive in all of its outreach.



Natural is a hot button with millennials, who often turn to products that are free of chemicals as the first step of treatment. “There is a desire to move more toward natural, not synthetic, solutions and that parallels our growth,” said Thao Le, VP marketing at Hyland’s. Hyland’s rich history in homeopathic solutions positions the company as a good resource for retailers looking to expand that business.



Another key product that the Hyland’s portfolio addresses is the excruciating pain of leg cramps. This year, Hyland’s Leg Cramps was the Official Cramp Relief Partner of the Boston Marathon. A campaign called “Find Your Finish Line” encouraged runners to share their stories on #HylandsFYFL. The campaign included a content-rich website dedicated to providing runners with motivational resources and practical tips to help achieve their athletic aspirations. Hyland’s was positioned in each medical tent along the marathon course to be on hand for any needs.



The Boston Marathon isn’t Hyland’s only link to sports. Hyland’s is a contender for the Content Marketing Institute’s award as Content Marketer of the Year for its efforts behind the Pickleball Channel. A cross between tennis and ping-pong, the racquet sport has been growing rapidly and introducing a new market to Hyland’s solutions. Hyland’s Leg Cramps powers PickeballChannel.com, which provides resources for players and organizations nationwide.