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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

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.

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.

AstraZeneca: Take it from a fish

This case study outlines how the pharmaceutical company AstraZeneca used entertainment to educate its target audience about the launch of its new drug.

Latest articles

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.

Social Media Has Revolutionized the Healthcare Industry

This article argues that pharma should, as an industry, begin to change its thinking on social media use in the marketing mix from a tool of promotion to a tool of engagement.

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.

Procter & Gamble Co (Pharmaceutical and healthcare)

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Vicks, Metamucil, Pepto-Bismol and Prilosec OTC.

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Monique Dolbin


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Ed Pank

Asia Pacific

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