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Global Briefing

Selling Health: Trends in Marketing and Advertising

Jan 2013

Price: US$2,000

About this Report

About this Report

Selling consumer health is seeing an impressive transformation thanks to the explosion of digital media. Although the main marketing principles remain the same, the communication platform is moving to new and innovative channels. Advertisers and marketers are experimenting with creative and engaging campaigns in a bid to attract consumption and boost revenue. An intriguing development is the rise of “mobile health”, which may rewrite the current thinking about the notions of selling health.


What this report includes

  • Up-to-the minute analysis of the latest trends in the industry
  • New product development, forecasts and other themes
  • Unique graphics and illustrated case studies
  • Most recent brand and company news
  • New insight into the size and shape of the market

Why buy this report

  • Clear, concise powerpoint format makes it easy to digest
  • Leading industry opinion keeps you abreast of latest news and trends
  • Forward-looking outlook on a category, market or issue affecting the industry
  • Latest five year forecasts assess how the market is predicted to develop
  • Understand the competitive environment, the leading players and brands

Table of Contents

Table of Contents

Introduction

Scope

Key findings

Reaching Out to Consumers

Who is the consumer health target?

Listening to the pleas of the consumer

The reflection of ourselves in the products we purchase

Building the consumer’s trust in a brand or product

How does the consumer health industry approach consumers?

The explosion of digital media: Impact matrix for consumer health

Measuring the communication spectrum by OTC category

Recent trends using above-the-line (ATL)

ATL examples from around the world

Below-the-line (BTL) gaining momentum

BTL examples from around the world

The Power of the Message

Crafting a powerful “healthy” message

Examples of creative concepts in message delivery

Delivering the message of health to mature and elderly adults

Advertising messages by gender

Using endorsements and testimonials to boost the brand

The pros and cons of using humour in advertising

Dealing with “embarrassing” products

The same brand with two different approaches

Trends in Marketing and Advertising

Generic branded OTC drugs move to mass media advertising

Advertising trends in private label

Domestic versus international branding

Tradition sells through new marketing and advertising strategies

When brands become commodified

The benefits of partnerships in promoting brand awareness

The marketing opportunity of a recall or ban

Enhancing brand image via new formulations or indications

Brand cannibalisation remains as an important threat to sales

The threat of consumer watch groups marketing their causes

The Digital Opportunity

The hype of social media

Reassurances and concerns of social media

Measuring the expectations of the internet/web era

“Appvertising” and its impact on consumer health

Following the mobile consumer everywhere

The influence of international media and video streaming

Predicting Future Consumer Behaviour

Moving toward healthy lifestyles

Mobile health (mHealth) will reshape marketing approaches

Boosting brands with the personal experience in retailing

Will gaming open the door for future advertising?

Advertising and the future generations of consumers

Report Definitions and References

Data parameters and report definitions

Consumer health definitions

Selected references

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