BRAND STRATEGY
The brands that win aren’ t only the ones who show up where they’ re expected. They’ re the ones brave enough to show up where they’ re not
Alberto Hernandez Chief Growth Officer Opella
If we’ re serious about closing the confidence gap, health literacy has to evolve in three ways:
• Show up where the confusion lives. That means the feeds, the search results, the AI conversations, not just the doctor’ s waiting room. If that’ s where people start, that’ s where we need to be.
• Be radically simple. And this is VERY difficult for our industry … but if people can’ t understand it quickly, they won’ t act at all.
•‘ Edutain’. Education is essential, but it has to be delivered in a way people actually want to listen to.
• Help people decide what’ s right for them. Even if sometimes, that’ s not treating with OTC products or one of our brands.
Here’ s a real example. Doliprane, one of France’ s most iconic brands, not just in pain relief, has been encouraging people for three years through its communication to use pain relief responsibly rather than simply consuming more of it. We asked people to stop and think before reaching for more. To drink water, to sleep, to offer a teething toy to their crying baby first. This might seem counterintuitive, but it worked. We saw 3.4 million people improving their health literacy, gain in brand love, a 21 % increase in purchase intent and market share growth. When you help people make a better decision, even one that isn’ t“ buy more”, they reward you with something far more valuable than a single sale. They reward you with trust. And trust in the long term is how you grow the business.
How do you embed‘ Crazy, Elevated Creativity’ into a company’ s business model beyond standard advertising campaigns? Our Crazy Elevated Creativity programme was created to institutionalise bold, creative thinking, not leverage it occasionally and not just in marketing. marketingchief. com 93