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Building OTC in a
time of Innovation &
Disruption
Gillian Fish
Founder - The 6AM Agency
Author Good + Well: 25 World Exper...
The Wellbeing Revolution.
Consumers are
empowered to take
care of their own
health. Prevention
is better than Cure.
The Era of
Personalised
Medicine...
Healthcare is
an industry.
Humancare is
a calling.
Put the Consumer first.
Changing
People’s Lives
Prowess
in the Laboratory
must evolve to
A deep understanding of
the science of Wellbeing &
product MOA enables us to
create communications which
move the dial acr...
We trust Real Ordinary People
We are comforted by the
validation of Real Health
Experts.
A story of Data
and Emotion
It made a real
difference to my
Life.
What’s the thing that’s going to
permeate someone’s soul?
Employ a high level
of Emotional
Intelligence in OTC
communications
•  Truth.
•  Authenticity.
•  Distinctive.
•  Personal...
Celebrate the
Ordinary
Tap into the desire for
Simple Rituals of Everyday Life.
Wellbeing is a journey of daily Rituals.
M...
•  We are often telling stories of avoidance.
•  Use the science of Wellbeing to
turn that into a positive story.
•  A sol...
Wired Health.
The New Frontier.
Integrate Tech for
better Health
Experiences.
Personalised
Health Tracking for
better
unde...
Building Empathy.
With Tech.
VR at the Forefront
of revolutionising
healthcare.
Bring Symptoms to
life for better
understa...
•  Artificial Intelligence.
•  Bots.
•  Providing 24/7 healthcare and product
support.
•  Remote Healthcare service.
The C...
•  Regulatory Guidelines are good
Guard Rails.
•  Authenticity.
•  Trusted Health Experts.
•  Own your Media Bubble.
•  Pi...
Nourish the desire of consumers to improve
their health & wellbeing through education with
a convergence of :
Put the Crea...
In a time of Universal
Deceit
speaking the Truth is
Revolutionary.
•  Be Transparent.
•  Invite the Consumer into
the worl...
Comvita
Olive Leaf Extract
Kaneka Corporation
Ubiquinol (CoQ10)
Let’s reframe our thinking.
Thank you.
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Gill Fish's (The 6am Agency) presentation at Mumbrella's Health & Wellness Marketing Summit.

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Gill Fish, Director at The 6am Agency, presented on Innovation and Successes in OTC Marketing at Mumbrella's Health & Wellness Marketing Summit.

Publié dans : Marketing
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Gill Fish's (The 6am Agency) presentation at Mumbrella's Health & Wellness Marketing Summit.

  1. 1. Building OTC in a time of Innovation & Disruption Gillian Fish Founder - The 6AM Agency Author Good + Well: 25 World Experts Share Their Secrets to Wellbeing
  2. 2. The Wellbeing Revolution.
  3. 3. Consumers are empowered to take care of their own health. Prevention is better than Cure. The Era of Personalised Medicine is accelerating the healthcare revolution. Complementary Medicine sits front & centre of that revolution
  4. 4. Healthcare is an industry. Humancare is a calling.
  5. 5. Put the Consumer first. Changing People’s Lives Prowess in the Laboratory must evolve to
  6. 6. A deep understanding of the science of Wellbeing & product MOA enables us to create communications which move the dial across earned & owned. InflammationOxidative Stress Immune Dysfunction
  7. 7. We trust Real Ordinary People We are comforted by the validation of Real Health Experts.
  8. 8. A story of Data and Emotion It made a real difference to my Life. What’s the thing that’s going to permeate someone’s soul?
  9. 9. Employ a high level of Emotional Intelligence in OTC communications •  Truth. •  Authenticity. •  Distinctive. •  Personalised.
  10. 10. Celebrate the Ordinary Tap into the desire for Simple Rituals of Everyday Life. Wellbeing is a journey of daily Rituals. Make sure the brand is part of that daily experience.
  11. 11. •  We are often telling stories of avoidance. •  Use the science of Wellbeing to turn that into a positive story. •  A solid foundation of content that educates the audience about a holistic approach to wellbeing, beyond the core health issue / product, is key to campaign success. •  Educate on broadbased Achievable Health Goals. Weave in your messaging. •  Innovate to support the Wellbeing journey. Product innovation. Tech innovation. We live in a Temptation Culture
  12. 12. Wired Health. The New Frontier. Integrate Tech for better Health Experiences. Personalised Health Tracking for better understanding of Prevention and Compliance. •  IoT. •  Connected devices. •  Digital wearables. •  Bio hacking.
  13. 13. Building Empathy. With Tech. VR at the Forefront of revolutionising healthcare. Bring Symptoms to life for better understanding and acceptance. •  Virtual Reality. •  Augmented Reality.
  14. 14. •  Artificial Intelligence. •  Bots. •  Providing 24/7 healthcare and product support. •  Remote Healthcare service. The Cognitive Era
  15. 15. •  Regulatory Guidelines are good Guard Rails. •  Authenticity. •  Trusted Health Experts. •  Own your Media Bubble. •  Pierce Others. •  Innovation beyond Core product to solve a problem. •  Talk with. Not at. Develop a Trusted Health Partnership
  16. 16. Nourish the desire of consumers to improve their health & wellbeing through education with a convergence of : Put the Creative into the Science of Wellbeing. Insight TechnologyCreativity Innovation
  17. 17. In a time of Universal Deceit speaking the Truth is Revolutionary. •  Be Transparent. •  Invite the Consumer into the world of your Brand. •  Provenance.
  18. 18. Comvita Olive Leaf Extract
  19. 19. Kaneka Corporation Ubiquinol (CoQ10)
  20. 20. Let’s reframe our thinking. Thank you.

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