Health ? The New Status Symbol | Publicis D Healthcare

Posted on May 23, 2012 by Aoife Manahan

Strategic Planning Director with Publicis D Healthcare,?Julie O?Donnell outlines the issues shaping up the new consumer Irish health market in this month?s Marketing Magazine.

Better for you. Fortified. Scientifically proven. No added?whatever. These are messages you?ll have no doubt been exposed to countless times today as the number of brands keen to persuade you that their product is the healthy choice grows. However there are big changes at play in the health market at present making it an area with equal doses of opportunity and challenges.

The current economic climate is breeding a new type of consumer ? one who is focused on being ?wellthy?, or rich in health as opposed to in pocket.

Consumers have always wanted three core things from a brand ? status, the right product and a compelling experience. As the recession fuels changing perceptions and consumer values, your health is now a status symbol.

Consumers with less disposable income, looking at a healthcare system under pressure, are driven to be their own health advocate and make informed choices to improve their health and wellness. This health focus is likely to only increase going forward as the government looks to take the burden off the health service through preventative health strategies.

As such, in a crowded market place, brands with credible evidence and a clear health message have a real value add. They can emotively reach the consumer at the point of purchase, compelling them to buy one brand over another because it is the healthier choice.

Paging Dr Google

The recession is also driving consumers to be more informed on health topics. A 2011 survey by Quinn Healthcare (now Laya Healthcare) revealed that almost half of Irish people find that the cost of attending their GP prohibitive, encouraging them to go online in search of medical diagnosis. Over half of all European consumers now actively turn to the internet for health information on specific conditions and 32% of European consumers now use their smartphone for health purposes, driving a surge in DIY health and fitness apps.

The digital consumer now has access to a huge volume of health information and so is more sceptical of brands with health USPs requiring campaigns which are not condescending but understanding of the consumer?s needs.

Moving from niche markets to mass markets

Just as there is an evolving consumer, there is now an evolving healthcare market.
Pharmacies and supermarkets are converging. Pharmacies are broadening their product ranges to nutrition brands, drinks and other consumer goods. Whilst across Europe supermarkets, such as Tesco, are opening pharmacies and offering reduced prices on consumer and prescription health brands.

As health problems such as diabetes, hypertension and obesity are on the increase, so too are the range of brands proffering scientific solutions to the problem ? cholesterol lowering foods, drinks fortified with vitamins and minerals, low fat options.

Pharmaceutical companies without a new ?blockbuster? product are leveraging their expertise in communicating health messages and their heritage in research and development to move into the ?non-prescription?, consumer health space. Similarly consumer goods companies keen to differentiate from competitors and increase margins look to capitalise on the DIY health trend and establish consumer health businesses. One example of this is Nestle who, this month, outbid Danone to close an $11.85 billion deal to acquire infant food maker Pfizer Nutrition.

Reaching the health conscious consumer

In this evolving market agility, creativity and insight are the name of the game. To succeed a brand must hit the right price point, find the most effective distribution channels, establish brand messaging that resonates with the target consumer and strike the right balance of marketing and communications tactics to convince consumers that your brand can deliver on its health promises. No mean feat.

So what should marketers focus on?

Positioning and endorsement of health claims ? this is where the pharmaceutical companies can draw upon a wealth of expertise and healthcare professional relationships but some consumer brands can struggle.

Education driving demand ? Consumers must know the problem before they?ll want to find the solution. Educating them on the health condition that is central to your brand?s selling point is crucial. There are countless brand case studies showing consumers recoiling from brands who patronise rather than inform. Striking the balance between engagement and education is key.

Highlight the need ? Everyone loves a real life story and in the case of promoting brands with strong health messages, consumers want to see the ?brand in action?. They want to see the aspirational outcome that they can look to replicate.

Agility ? Consumer goods companies are experts at building brands, being quick to market and fast to adopt the latest trends. It is here that pharmaceutical companies struggle as tight regulations and internal processes make agility a challenge. As such preparation and evaluation is vital to allow any company to ?fake it? and almost schedule agility. Review the impact of marketing and communications tactics in as close to real-time as possible to that you improve response times and alter your plans to optimise results.

Insight and understanding ? Health and wellbeing are emotive topics and strong consumer and health industry insight should be drawn upon to shape all facets of your brand activity to ensure that your brand strikes the right chord with the consumer, breeding brand loyalty.

The old phrase ?your health is your wealth? still holds true today and nobody likes to be short-changed.

Julie O?Donnell, Strategic Planning Director, Publicis D Healthcare

Publicis D Healthcare brings over 25 years pharmaceutical marketing and communications expertise to Publicis D?s award-winning below-the-line offering to develop market leading multichannel consumer health campaigns.

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