Consumer Health in the Digital Age: Adapting to a New Marketing and Retail Environment

Table of Contents

Overview

Digital Communication

• Introduction

Social media strategy

• Fundamentals of social media engagement
• What makes a strong social media campaign?
• What are the key elements to include in a CHC brand's social media campaign?
• Social media is good for engagement and sales according to latest research

TikTok campaigns

• Lumify Eye Dance challenge offers a fun and quirky challenge to raise the profile of its eye drops brand
• K-Poop campaign from Dulcolax in S Korea raises awareness of constipation and the brand via humorous dance videos
• Canesten's Vagina Academy campaign in Brazil helps to overcome issue of shame in holding back treatment rates
• Lactacyd's New Year, New You hashtag challenge is a TikTok hit, reflecting Sanofi's commitment to digital in SE Asia
• Berocca's Get Supercharged at 2pm campaign in Vietnam utilised TikTok to extend positioning for daily use
• Durex challenges stereotype that penis size is what matters for great sex via educational rap video
• Sanofi regularly makes creative use of TikTok for various promotional campaigns
• Bayer is one of the heaviest users of TikTok for promotional campaigns among CHC players

Instagram campaigns

• Midol's No Apologies and Real Reasons campaigns encourage period pain sufferers to embrace honesty
• Zarbee's embraces Instagram and other social media apps to offer relevance and engage with trending topics
• La Roche Posay's Skin is More Than Skin campaign puts the focus on real people

Facebook campaigns

• Bausch + Lomb looks to raise awareness of AMD with What Sight Inspires You campaign targeting FB users aged 50+

YouTube campaigns

• ZZZQuil Natura in Italy harnesses YouTube to support limited-edition SKUs with humorous campaign
• Fabogesic's The Responsibility Dose delivers a counter-intuitive message for a pain reliever

Twitter campaigns

• Arguably the least loved social media site for promotional purposes, but some CHC brands make strong use of Twitter

Influencers

• Choosing the right influencer to front a brand campaign can make all the difference in reaching a target audience
• Goli Nutrition chooses its ambassadors carefully to maximise exposure and associate the brand with luxury, glamour and humour

J&J's original digital-first campaign

• Neutrogena Light Mask launch was J&J's first US digital-first campaign

Interactive audio ads

• Berocca showcases how consumers can interact with digital ads to place orders and better inform themselves

Optimised websites for mobile

• Haleonmeets the needs of Voltaren's target audience via website functionality

Search engine optimisation

• How important is SEO for marketers and what are the implications of enhanced use of AI?

In-stream advertising

• Unskippable pre-roll ads are most effective form of in-stream advertising according to latest research

Digital out-of-home advertising

• Solgar uses novel light-emitting billboards to boost the mood of UK city dwellers

Misinformation

• CHC players need to be proactive in dispelling the misinformation that can spring up on social media around healthcare

QR codes in CHC

• QR codes offer benefits to consumers, marketers and regulators

Concluding thoughts

• What are the vital takeaways for CHC players looking to build effective digital communication campaigns?

Digital Health

• Adoption of digital technologies is redefining healthcare

Health apps

• Numerous approaches exist, with regulations still catching up
• Promotional apps - Lysol Germcast
• Promotional apps - Zyrtec Allergycast
• Always You brings behavioural change and gamification into consumer health
• Neuriva Brain Gym an example of a branded mental acuity app
• CoughTracker helps monitor and manage chronic cough, while Metamucil app offers insights into digestive health
• Reckitt uses apps to support several CHC brands including Enfamil
• Use of apps in the promotional space can be a challenging prospect
• Germany and UK at the forefront of app regulation
• No specific system of health app regulation in the USA
• Other developments in health apps
• Lumosity a key player in brain training apps
• Natural Cycles stands apart from competitors in fertility category
• Healthcare provider uses app to help smoking cessation, with highest impact in underserved populations
• Apps for mindfulness and sleep
• Top-rated health and wellness apps offer range of benefits
• Heart health and hypertension developments
• Amazon committed to digital health and telemedicine

Super apps

• WeChat is China's No.1 online mobile healthcare destination
• WeChat in numbers
• WeChat Pay opened up the path for WeChat to become indispensable
• WeDoctormarks WeChat's expansion into healthcare
• WeChat's healthcare-related functionality has impressive scope
• WeDoctor's features and how they work
• WeDoctor Health Mall offers access to OTC purchases
• WeChat offers health record management via its Public Services function
• Tencent Medical Knowledge Bank provides health-related information
• JD Health features on WeChat, providing a healthcare platform and online pharmacy
• AliHealth / Yilu offers another avenue for WeChat users to purchase healthcare products and book medical appointments
• Ping An Health becomes a mobile healthcare provider via collaboration with WeChat
• Building a WeChat mini-programme e-Store
• CHC players sell directly to consumers via their own company-branded WeChat e-Stores
• CHC players may set up multiple mini-programmes for different products in their portfolios
• Bayer makes use of growing popularity of O2O channels and WeChat services to support Canesten in China
• Features of Canesten mini-programme on WeChat
• With super apps an emerging trend in Asia, Grab teams up with Ping An to offer one-stop healthcare on a mobile platform
• Grab and Ping An team up with SoftBank for another mobile healthcare venture, GDT
• Good Doctor's features and how they work
• Gojek is another emerging super app, offering a one-stop healthcare mobile platform
• Covid-19 pandemic boosted use of super apps
• Can WeChat's success be replicated in other markets?

Wearables

• Latest technology offers new healthcare opportunities
• Wearables potentially a key tool for clinical trials
• Smart clothing offers premium-priced health monitoring options, but currently a very niche sector
• Fitbit's acquisition by Google brings smartwatch integration
• Fitbit is at the forefront of heart health monitoring
• Google Pixel Watch makes use of Fitbit's technology
• Happy Ring claims to be "First wearable for the mind"
• Oura Smart Ring targets fashion-conscious consumers
• Developments in women's health wearables
• Outlook and prospects

Gamified Health

• Building engagement and compliance in healthcare

CHC Players' Digital Strategies

Haleon

• Haleon sees increased digital adspend as route to sustained growth

Johnson & Johnson

• New digital technology and expansion in China major focuses for J&J

Bayer

• Strategic collaborations and acquisitions boost Bayer's digital presence

Sanofi

• French giant accelerates its digital transformation

Reckitt

• Digital strategy draws heavily on lessons learned in China

Procter & Gamble

• P&G focuses on digital innovation

China Resources Pharmaceutical

• Focused on strengthening positioning in e-Commerce

Nestle (inc. Nestle Health Science)

• Nestle has big digital plans

e-Commerce

e-Commerce in figures

• Exploring the scope of the global internet and mail order channels according to DB6

Global e-Commerce

• Covid-19 pandemic accelerates development of the channel

e-Commerce regulations

• An overview of the main markets

Distribution partnerships

• A flurry of recent activity in the field of rapid, on-demand delivery offers added convenience

Outlook

• e-Commerce forecast to continue strong growth, although sector will face some hurdles

Brand storefronts

Amazon

• Branded storefronts on Amazon a key part of e-Commerce strategy for leading CHC players

Hero Mighty Patch

• Acne brand launched on Amazon becomes an internet sensation

India

• VMS players making a play on Amazon in India
• Cipla launches new derma product via Amazon

BioGaia

• Probiotics player increasing presence on Amazon

Germany & UK

• Key European markets for Amazon storefronts

Reckitt

• Reckitt vaunts its partnership with Amazon

Smoking control

• NRT active on Amazon in Western Europe

Mexico and the US Latino diaspora

• Growing target market

SE Asia

• Availability on Shopee and Lazada increasingly important to CHC players

Tmall / Taobao

• Chinese e-Commerce giant Alibaba offers platform for CHC brands to reach mass audience

CHC brand & company online stores

• Introduction

Nestle

• Nestle sees DtC channels as key part of future strategy

Haleon

• Haleon aims to launch more online brand stores

India

• More CHC players launching online stores in India

Blackmores

• Australian longline VMS player invests more in its online store

Japan

• CHC players increasingly adding OTCs for sale via their online stores

Hypera Pharma

• Brazilian giant launches e-Commerce platform

Europe

• Online stores less of a factor for major CHC players in the region

Digitally native brands

• Launching a brand online offers advantages for CHC brands but there are limitations
• Nourished personalised supplement range embraces its online-only status
• Hilma is a VMS range capitalising on trends such as "clean-label" goods and sustainability
• Proactiv is an established player in skincare regimen and subscription services
• Supplement brand Zooki offers clear point of difference and uses online and offline promotion effectively
• Thorne Research differentiates via at-home tests that provide meaningful insights for a personalised plan

Subscriptions

• An established method of building brand loyalty
• Personalised beauty products increasingly popular

Personalised Health

• Developments in personalised supplements
• Evvy shakes up feminine intimate care
• Awesome Woman brings personalization to FemTech services

Regimen

• Developing CHC brands into complete healthcare solutions
• Olly is an agile and trendy VMS range moving into the supplement regimen segment
• Haleon explores possibility of drug-free pain management regimen