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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

Blackmores: The power of knowledge: How an 80-year-old reclaimed thought leadership

This case study looks at the Australian vitamin brand Blackmores and its campaign that changed the way consumers saw their health, and reclaimed its position as a thought leader.

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.

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.

Pepto-Bismol: Who The F Ck Wants To Follow Pepto On Twitter?

This case study explores how OTC brand Pepto Bismol, an antacid medication, circumvented advertising restrictions in the US with a concise social media strategy.

Latest articles

How Bupa uses content marketing to drive sales in Australia

This article explores how Bupa, the multinational healthcare company, built a content marketing portal specifically targeted at Australia's mothers to build engagement with the brand and subsequently increase sales.

Alcon's new vision for shopper marketing

This event report demonstrates how Alcon has built up the shopper marketing muscle of its various brands in the eye-care space.

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

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

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.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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