Learning from luxury cars and sugar water—how healthcare marketers can increase brand value through social engagement
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In a world of fragmented consumer behavior, increased competition from other brands (including generics and private label), and reduced resources, it’s harder than ever for healthcare marketers to differentiate their brands and win over the hearts and minds of consumers. Using proprietary data and research, we look outside the healthcare industry to see how social engagement (winning on platforms like Facebook, Twitter, YouTube, and Pinterest) is directly linked to brand value and differentiation, helping luxury automakers and consumer goods companies stand out from their competitors. We’ll deconstruct their success, compare it to healthcare brands, and provide tangible ways for marketers to take action and grow their own brands.
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Learning from luxury cars and sugar water—how healthcare marketers can increase brand value through social engagement
- 1. World Health Learning from luxury cars and sugar water How healthcare marketers can increase brand value through social engagement William Martino SVP, Director of Strategy Wunderman World Health @wmartino
- 3. vs
- 4. vs
- 9. Non-alcoholic beverages Auto Oil, gas, and utilities Health
- 10. Red Bull Coca cola Pepsi Diet Coke Diet Pepsi
- 11. BMW Mercedes Benz Audi Jaguar Land Rover Lexus Infiniti Acura
- 12. Shell Exxon Mobil Chevron BP
- 13. Novartis Eli Lilly GSK Pfizer Genentech Sanofi (US) AZ BMS Abbott
- 14. Pepto Bismol Prilosec OTC Tums Prevacid 24Hr Nexium
- 15. Zyrtec Allegra Nasacort Claritin
- 16. Bringing it to life
- 17. Red Bull Coca-Cola BMW Lexus Pepto Bismol Claritin Tylenol
- 32. Four take-aways for healthcare marketers
- 33. 1. Know your business
- 34. To refresh the world
- 35. Giving wings to people and ideas
- 36. The pursuit of perfection
- 37. Premium Mobility
- 38. What business are you really in?
- 39. 2. Reframe your value proposition
- 40. Nobody wants to be labeled as “sick”
- 41. People that are sick Sick people
- 42. Are you talking about what you do? Or about what you enable?
- 43. 3. Be more consumer-centric
- 44. Your brand purpose Consumer aspirations A shared ideal
- 45. Do you understand what truly matters to people?
- 46. 4. Keep it interesting
- 47. People’s lives Selling product
- 48. Human
- 49. Real
- 50. Is it all about you? Or how you fit into people’s lives?
- 51. One request
- 52. Thank you Q&A William Martino SVP, Director of Strategy Wunderman World Health @World wmartino Health
- 53. World Health