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=9yluYo3G

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/2020/09/29/bhafat.jpg?itok=fr6B5TU9
BharatMatrimony ads draw parallels between cricket & marriage

NEW DELHI: BharatMatrimony, a leading online matrimony player, is known for contextual content during IPL and often rides on topical news. The brand is again back with its cool contextual posts driving social engagement and this time it is relating cricket with marriage. BharatMatrimony is wooing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daily.jpg?itok=pm6yJqoC
Dailyhunt forges content partnership with Chennai Super Kings

NEW DELHI: Dailyhunt, a local language content discovery platform for Bharat, today announced CSK Originals – an exclusive and exciting content partnership with IPL favorites’ Chennai Super Kings. This partnership manifests as an exclusive hub on the Dailyhunt platform, giving users access to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daddy.jpg?itok=BE7PE31C
GoDaddy launches second phase Bijness Bhai campaign in India

NEW DELHI: GoDaddy Inc, a company that empowers everyday entrepreneurs, has launched the second phase of its marketing campaign for India - Bijness Bhai. This campaign continues the focus on encouraging small businesses in India to build a complete, integrated online business, and creates awareness...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/tac.jpg?itok=Q4h7Kump
The Ad Club re-elects Partho Dasgupta as president

MUMBAI: Advertising, Marketing and media industry’s apex body – The Advertising Club today announced the Managing Committee for the current fiscal i.e. FY 2020-21 at its sixty sixth annual general meeting. Its current president Partho Dasgupta has been re-elected to lead the body. Under his able...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/otc.jpg?itok=-8V18Ygt
ITC urges consumers to munch on Bingo! during Dream11 IPL

DELHI: Snacking enhances everyday moments and cricket fans love to munch on something while they are watching their favourite sport. Bingo! is the preferred snacking choice of millions of Indians, elevating their experience while they are glued to their screens from the comfort of their homes. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/aparna.jpg?itok=cHseEbD2
Great Learning appoints Aparna Mahesh as chief marketing officer

NEW DELHI: Great Learning, one of India’s leading ed-tech companies for professional and higher education has appointed Aparna Mahesh as the company’s chief marketing officer (CMO). She will be responsible for managing Great Learning’s global marketing strategy, development and delivery of brand...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/2.jpg?itok=Ug89ZaZx
VMLY&R wins Dell India's creative duties

Dell has appointed the brand experience agency VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a keenly contested pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/mix_0.jpg?itok=CxnfTleI
PROMAX INDIA IS THRILLED TO ANNOUNCE AN ADDITION TO AN EVEN MORE STELLAR LINE-UP OF SPEAKERS for ‘Re-Invent’ PROMAX INDIA VIRTUAL 2020 -CONFERENCE & AWARDS LIVE on 7th, 8th & 9th of October, 2020

Get transported into the Future of Creativity in Augmented Reality all the way from Sydney with Emile Rademeyer, and the Climb to the Top of the Pyramid and witness a fireside chat with Megha Tata and Navika Kumar, as they highlight their journey and experiences in the media landscape. Then, sit...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/rahul_tewatia.jpg?itok=s0gv5P7O
Brands leverage Rahul Tewatia moment

NEW DELHI: Over the years, IPL has given birth to several big stars who haven't just entertained the crowds but went ahead to become viral-sensation. The latest to be a part of that elite club is Rajasthan Royals' Rahul Tewatia who smashed five sixes in one over in a match against Kings XI Punjab...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required