|
What’s changed, what hasn’t— and what needs to
1989 was a banner year. The Simpsons debuted, Al Gore discovered the Internet (!), and Remedy—at that time, McCarroll Marketing—began. Carol
McCarthy took the entrepreneurial leap and started her own agency with a
vision to make health branding more relevant and engaging.
In recognition of our 20th anniversary year, Carol and Remedy chief creative officer Deanna Stallsmith, reflect on what’s changed in the health space, what hasn’t, and what needs to.
How has branding changed in the health space in the last 20 years?
 Carol: Twenty years ago, the word “brand” wasn’t even used in the category. Unlike major consumer companies that have long built their business by creating strong brands, only in the past five years has brand become a valued asset in the healthcare niche. Healthcare still lags behind other sectors in recognizing that a strong brand builds equity in the business.
What changes have impacted how health brands market to consumers?
Carol: Consumers today want to choose health brands that enable them to make informed decisions. Consumers are less trusting of hospitals, physicians, and products than they were 20 years ago. With the web, consumers no longer need to rely on their physician and other limited sources for information. Transparency is here to stay. Smart health brands will share more and easier-to-understand information with consumers. No spin; savvy consumers see right through it.
Deanna: Throughout the mid 1990s, the tactical mix we recommended went largely unchanged: print, direct mail, outdoor, broadcast. But in recent years that’s changed dramatically, due to profound shifts in how consumers use media. Frankly, we welcomed it—that mix was getting boring! Today, we look for unexpected yet strategically relevant ways to reach the audience. For example, we leveraged how a client integrates nature into the healing process by distributing sunflowers throughout their community. In that moment, we helped consumers experience that brand in a way a print ad or billboard couldn’t.
What work has Remedy done that you consider breakthrough for the category?
Deanna: One example is the work we developed for Aksys to launch their revolutionary dialysis technology. Branding in the dialysis space is among the dreariest you’ll ever see—terrible photography, no concept, nothing memorable. Our approach was to present the Aksys technology in a radically different way, with the use of illustration, bright color, and a friendly, conversational voice. The work made you smile when you looked at it, and put patients at ease. I’m really proud of it.
After 20 years, what keeps you motivated?
Carol: Working with clients who share our philosophy and have products and services that we really believe in. How cool is it to get up every morning and be part of making people healthier? Whether we’re working on a campaign to combat childhood obesity in Chicago or launching a medical technology that can target cancer cells with unprecedented accuracy—nothing’s better.
What are five things health brands could do better?
 |
|
Get out and listen to your customers
Be open to what they have to say, not only what you want to hear. |
| |
|
|
 |
|
Do rigorous research
Before you create a new product or service, resist thinking, “If we build it, they will come.” |
| |
|
|
 |
|
Keep current with pop culture
Music, TV shows, advertising, media trends—
be aware of the world in which your brand exists. |
| |
|
|
 |
|
Don’t be afraid to be bold
A provocative concept, message, or visual direction is often the most strategically sound path. When it is, take the chance. |
| |
|
|
 |
|
Have fun with it
Yes, health is serious, but you don’t always need to present your brand so seriously. Lighten up when possible; consumers will notice and respond. Just getting noticed is a major challenge. |
BACK TO TOP
|
To receive Topic, just fill in the information below:
|
