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

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. The Wellbeing Revolution.

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. Healthcare is
an industry.
Humancare is
a calling.

5. Put the Consumer first.
Changing
People’s Lives
Prowess
in the Laboratory
must evolve to

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. We trust Real Ordinary People
We are comforted by the
validation of Real Health
Experts.

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. Employ a high level
of Emotional
Intelligence in OTC
communications
• Truth.
• Authenticity.
• Distinctive.
• Personalised.

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. • 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. 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. 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. • Artificial Intelligence.
• Bots.
• Providing 24/7 healthcare and product
support.
• Remote Healthcare service.
The Cognitive Era

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. 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. In a time of Universal
Deceit
speaking the Truth is
Revolutionary.
• Be Transparent.
• Invite the Consumer into
the world of your Brand.
• Provenance.

18. Comvita
Olive Leaf Extract

19. Kaneka Corporation
Ubiquinol (CoQ10)

20. Let’s reframe our thinking.
Thank you.