Aligning Medical Marketing With Consumer NeedsRECKITT BENCKISER
IndustryHealth, Hygiene & Home
In BusinessSince 1814
Medical marketing can be a difficult field for any agency to compete in, but Inversion was up to the task when we met with Reckitt Benckiser about their Health Is In Your Hands (HIYH) marketing strategy.
We pitched to RB with an idea to make HIYH a consumer brand on social media, aligning the brand with consumer education, rather than using the brand voice to sell products. Their focus was on providing information to the public without including too much brand messaging, and we were excited to take on the project.
Our Customised Journey
We started by gaining a deeper understanding of the brands that Health Is In Your Hands represented, namely Dettol, Durex, Gaviscon, Disprin, Nurofen (Adults and Children), and Strepsils.
Our team dived deep into these brands, learning and understanding the active ingredients, how the products helped consumers, and how we could effectively align these brands with consumer education.
After this research, we created a strategy for a social media that would resonate with consumers by providing relevant, valuable information relating to the products and to health in general.
What Did We Deliver?
After our team had performed research into the HIYH products and brand mission, we created a Facebook page which we used as a platform to share helpful information with the brand’s audience.
We created and curated relevant, health-based content for the platform. The goal was to take the medical education of the brands and the ailments they treated directly to the consumers, helping to improve awareness and interest in the HIYH platform and messaging.
Putting Health Into The Hands Of Consumers
As well as educating consumers about the brands, we shared information about health and wellness from reliable resources.
During the Covid-19 pandemic, HIYH shared helpful information and tips on social media, making this information more accessible to their audience. Our strategists chose this route because social media is readily available to most people and it provides a friendlier format for health information.