MAM

Health, pharma cos increase marketing investment: McCann Health's Matt Eastwood

Big agencies are also working towards specialising in the healthcare space

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/18/matt.jpg?itok=ET99cWfF

GOA: While FMCG companies across the globe have been reducing their marketing spends substantially, health, wellness and pharma companies have started investing more in creating and promoting their brands, McCann Health global chief creative officer Matt Eastwood told Indiantelevision.com at the recently concluded Goafest 2019.

Eastwood, who joined the global team of McCann Health just three months back, in January 2019, from JWT, shared that not only pharma companies but other commercial brands like automobiles are turning towards the wellness space to market their products better. He cited the example of Mercedes Benz’s initiative to look after the well-being of the drivers through a coordinated stimulation of senses.

He said, “Healthcare industry is expanding into newer spaces and companies that might have never have thought about this before are becoming ‘health’ companies. The companies have realised that health and wellness are the most important needs of all consumers. So, we are seeing more and more brands moving to that space.”

Commenting on the lack of specialised health-oriented agencies in India, Eastwood noted that he was quite surprised to know that the country doesn’t have several such players right now. He, however, mentioned that newer names might soon start cropping up to cater to specific healthcare-related marketing needs of the brands.

He stated, “It is good news for McCann Health because we only want to keep growing but I think the big networks are starting to wake up and realising the value of not just dabbling in the healthcare space but being specialists in it. So, I am expecting it to become more crowded. It is going to be good for the industry as when more and more people succeed; we all win as a group.”

Sharing his thoughts on the need for efficient B2B marketing in the healthcare space, Eastwood said that agencies should start communicating with doctors in a more emotional and humane manner. “One of the conventions in healthcare marketing that needs to be changed is that we have often spoken to professionals and doctors as they are not human beings. A lot of advertisement that caters to healthcare professionals is very logical and lacks emotions. But we need to understand that they are humans first and doctors second,” Eastwood mentioned.

He continued by saying that the industry has started to understand this fact and there has been a shift in the approach being used to communicate with healthcare professionals. “I think, in the past B2B work was a bit boring but now there is a good opportunity to change the way it looks and feels,” he pointed out.

Eastwood concluded the conversation by mentioning the exciting role artificial intelligence and voice-enabled services are going to play in the healthcare sector and its marketing. He said, “I think we are at a huge crossroads with artificial intelligence and voice, etc. One of the big stories of the week was Amazon opening up Alexa to be able to have two-way conversations between doctors and patients. We are exploring how voice and AI can help in the healthcare sector, for example, in the diagnosis of diseases. It will be great if we can intervene at a much earlier stage. Hopefully, we can start avoiding some of the health issues, and AI is going to be a huge part of it.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/haier.jpg?itok=WoNe1L41
Haier India salutes the ‘Silent Performers’ of India with its latest TV commercial

MUMBAI: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 10 Consecutive Years*, today announced the launch of its latest TVC based on the recently launched Direct Motion Washing Machine (HW100- DM14876TNZP and HW80-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/iprospect.jpg?itok=pvXuLyQB
iProspect India launches Voice Assist

MUMBAI: iProspect India, the digital performance agency from the house of Dentsu Aegis Network, has launched iProspect Voice Assist for its clients. In addition to vernacular and video, voice is steadily becoming one of the main drivers in today’s digital ecosystem. Therefore, to provide tech-...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/iab.jpg?itok=2S0cqBMp
IAB Southeast Asia and India enter into exclusive partnership with Comexposium India to bring certified training to ad:tech Mumbai and New Delhi

MUMBAI: The Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India) and Comexposium India have announced their exclusive partnership in India for specialist certified Masterclasses which will feature as part of ad:tech Mumbai and ad:tech New Delhi.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/kantar.jpg?itok=8F3oVQSB
Berlin, Auckland and Moscow lead global mobility, Kantar study finds

MUMBAI: Berlin and Aucklandare the world leaders in urban mobility, according to new analysis from Kantar’s Mobility Futures study. The German capital tops Kantar’s City Mobility index on account of its cost-effective travel and ease of access to a wide variety of public transport infrastructure...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/shopclues.jpg?itok=IilJMF7L
It’s raining Tech Deals & Discounts on ShopClues Maha Diwali Flea Mela

MUMBAI: ShopClues, the online shopping paradise where real Bharat shops, has turned up the heat for Diwali with its ongoing ‘Maha Diwali Mela’ that has lined up some jaw-dropping deals on gadgets, phones and other tech products for its customers. The mega festive sales that are on till October 20,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/bombay.jpg?itok=QMG810J-
Bombay Dyeing and TOI urge India to #TakeBackSleep

MUMBAI: Bombay Dyeing, India’s most trusted brand in Home Décor along with The Times of India, India’s largest English newspaper daily, have joined hands to launch a unique cause called #TakeBackSleep. Launched just before Diwali, #TakeBackSleep highlights the importance of adequate sleep for...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/ease.jpg?itok=6ovN6CiW
EaseMyTrip to Start Plastic Free Diwali Campaign with Free Lounge Offer

MUMBAI: EaseMyTrip (EMT), one of the leading online travel aggregators in India is running a Plastic Free Diwali Campaign from 16th October to 27th October till Diwali-eve. The leading travel company allows exclusive access to its customers at select Airport Lounges at locations like Ahmedabad,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/18/nisha.jpg?itok=eV0LkjUP
Faber Castell's 'Change the Canvas' gets 200% more responses than last year

While the digital era has disrupted many traditional businesses, stationery, and art & craft facilities are going to grow, Faber Castell India marketing India director Nisha Sara Jose told Indiantelevision.com about the second successful season of its online ‘Change the Canvas’ activity.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/tech_mahindraa.jpg?itok=h0S2jfW0
Tech Mahindra, InMobi collaborate for industry’s first video ad solution for mobile devices

MUMBAI: Tech Mahindra Ltd, a leading provider of digital transformation, consulting and business reengineering services and solutions, announced a collaboration with InMobi, one of the world's leading mobile-focused Marketing Clouds, to offer the industry’s first video advertising solution for...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories