elena aleksandrova (bayer alpeadria) in matjaž butara (grey group): farmacija je dolgočasna

PHARMA IS BORING?LJUBLJANA, 04.06.2015

Is it?

Let‘s talk about vaginal yeast infection

What is vaginal yeast infection?

Vaginal yeast infection is caused by a yeast called Candida. This yeast normally lives in your body quite happily without doing you any harm. But when the natural pH balance of your vagina is upset - which can easily happen - Candida can multiply. And that's when you may start to itch and develop a vaginal yeast infection.

Image source: http://www.home-remedies-for-you.com/

How do you get rid of it?

Image is symbolic!

How do you get rid of it 2?

Image is symbolic!

Image source: http://www.home-remedies-for-you.com/

Now what?

Pharma communication 2.0.

Where are we heading?

1.The beautification of

healthcare

2.Be healthcare, behave

FMCG

3.From 360 to precision

4.Nudge theory in

healthcare

The beautificationInsight:

Consumers want to look good, and will spend money on

beauty shortcuts that make a tangible difference, BUT

they would be prepared to spend more money on beauty

products with medical backing than cosmetics products with

no scientific grounding.

Opportunity:

Healthcare brands e.g. Toothpaste, Fungal Nail Treatments

etc. are reframing themselves as an essential part of a

beauty regime. This magnifies their appeal AND changes

consumer behaviour.

Bayer already recognized this trend

Image source: http://www.home-remedies-for-you.com/

FMCG Brands are blurring the lines between FMCG and

healthcare and encroaching our territory: and winning.

High spend, high distribution, bolder claims means increase in

RRP and bottom line sales.

You need to own the category before you are excluded

from it.

Be healthcare, behave FMCG

From 360 to precision

Ensure precision in digital, at PoP and amongst

influencers

Set realistic sights: 180 delivered is better than

360 “wish list”

Pharma & Nudge Theory

Canesten Gyn Case

Sales?

Thank you!