Learning from luxury cars and sugar water—how healthcare marketers can increase brand value through social engagement

World Health

Learning from luxury cars and sugar waterHow healthcare marketers can increase brand value through social engagement

William MartinoSVP, Director of Strategy

Wunderman World Health@wmartino

vs

vs

Non-alcoholic beverages

Auto

Oil, gas, and utilities

Health

Red Bull

Coca cola

Pepsi

Diet Coke

Diet Pepsi

BMW

Mercedes Benz

Audi

Jaguar

Land Rover

Lexus

Infiniti

Acura

Shell

Exxon Mobil

Chevron

BP

Novartis

Eli Lilly

GSK

Pfizer

Genentech

Sanofi (US)

AZ

BMS

Abbott

Pepto Bismol

Prilosec OTC

Tums

Prevacid 24Hr

Nexium

Zyrtec

Allegra

Claritin

Nasacort

Bringing it to life

Red Bull

Pepto Bismol

Tylenol

Claritin

Lexus

Coca-Cola

BMW

Four take-aways forhealthcare marketers

1. Know your business

To refresh the world

Giving wings to people and ideas

The pursuit of perfection

Premium Mobility

What business are you really in?

2. Reframe your value proposition

Nobody wants to be labeled as “sick”

People that are sick

Sick people

Are you talking about what you do?Or about what you enable?

3. Be more consumer-centric

Your brand purpose

Consumer aspirations

A shared ideal

Do you understand what truly matters to people?

4. Keep it interesting

People’s lives

Selling product

Human

Real

Is it all about you?Or how you fit into people’s lives?

One request

World Health

Thank youQ&A

William MartinoSVP, Director of Strategy

Wunderman World Health@wmartino

World Health