Elena Aleksandrova (Bayer AlpeAdria) in Matjaž Butara (Grey Group): Farmacija je dolgočasna
Transcript of Elena Aleksandrova (Bayer AlpeAdria) in Matjaž Butara (Grey Group): Farmacija je dolgočasna
PHARMA IS BORING?LJUBLJANA, 04.06.2015
Is it?
Let‘s talk about vaginal yeast infection
What is vaginal yeast infection?
Vaginal yeast infection is caused by a yeast called Candida. This yeast normally lives in your body quite happily without doing you any harm. But when the natural pH balance of your vagina is upset - which can easily happen - Candida can multiply. And that's when you may start to itch and develop a vaginal yeast infection.
Image source: http://www.home-remedies-for-you.com/
How do you get rid of it?
Image is symbolic!
How do you get rid of it 2?
Image is symbolic!
Image source: http://www.home-remedies-for-you.com/
Now what?
Pharma communication 2.0.
Where are we heading?
1.The beautification of
healthcare
2.Be healthcare, behave
FMCG
3.From 360 to precision
4.Nudge theory in
healthcare
The beautificationInsight:
Consumers want to look good, and will spend money on
beauty shortcuts that make a tangible difference, BUT
they would be prepared to spend more money on beauty
products with medical backing than cosmetics products with
no scientific grounding.
Opportunity:
Healthcare brands e.g. Toothpaste, Fungal Nail Treatments
etc. are reframing themselves as an essential part of a
beauty regime. This magnifies their appeal AND changes
consumer behaviour.
Bayer already recognized this trend
Image source: http://www.home-remedies-for-you.com/
FMCG Brands are blurring the lines between FMCG and
healthcare and encroaching our territory: and winning.
High spend, high distribution, bolder claims means increase in
RRP and bottom line sales.
You need to own the category before you are excluded
from it.
Be healthcare, behave FMCG
From 360 to precision
Ensure precision in digital, at PoP and amongst
influencers
Set realistic sights: 180 delivered is better than
360 “wish list”
Pharma & Nudge Theory
Canesten Gyn Case
Sales?
Thank you!