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Key reading


Brands, health and wellness: Tracking your health, yourself

This article examines how brands can help consumers make use of the personal data available to them to manage their health and wellbeing. It argues that having access to more personal health information helps people more fully understand the risks and rewards of their daily behaviours.

The role of behavioural economics in healthcare

Why behavioural economics can help people adhere to medical advice more consistently.
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Patient Journey

A summary of market research on how patients experience a disease or condition.

Why personalisation matters for pharma brands

Why pharma brands need to take a more targeted approach in marketing to healthcare providers.

Pharma & Healthcare company profiles

Euromonitor data and analysis on the sector's major companies.

Latest case studies

Antistax: Listen To Your Legs

This case study describes how the health supplement Antistax was repositioned in the global market through the Listen To Your Legs campaign that focused on inner-health over outer-beauty.

AstraZeneca Respiratory: Breathless Moments

This case study describes Astra Zeneca's campaign in South Africa to screen for respiratory illnesses, achieving expansion across the continent.

Strong Nutrients: Changing the perception of health and wellness

This case study describes how Strong Nutrients developed a design that helped set the brand apart from its competitors in the UK's vitamins, minerals and supplements market (VMS) and justify its premium price point.

Merck: "Flying ragweed" and "green fields"

This case study details how GRASTEK and RAGWITEK, the American allergy medication, launched a DTC campaign, breaking through the clutter of the OTC-dominated allergy market by activating a patient community.

Latest articles

The power of storytelling: how Philips rebranded as a health business

This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

When insights from pain and adversity can lead to positive transformation: Applying principles of post-traumatic growth to behaviour change

This paper expands on the idea of post-traumatic growth, the phenomenon of overcoming and leading a more fulfilling life following a trauma, which can be applied to provide support to chronic pain patients.

Creating an inspirational environment in B2B: How dentists get inspired from hairdressers and clams

This paper describes a research project led within German-speaking countries to generate new ideas for dental cementation ('fillings'), taking inspiration from the approach to NPD and innovation of other industries.

Reckitt Benckiser Plc (RB) (Pharma & healthcare)

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser Group, the owner of brands such as Strepsils.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200