The best way to keep your marketing in top shape

As the Fourth Industrial Revolution unfolds and demands the next era of extraordinary change, the healthcare industry must adopt and apply new technologies and ideas to build insights and integrate data. As data becomes the new healthcare currency, Australian leaders need to think carefully about policy and regulation.

With transparency, changing consumer needs and expectations at the top of the agenda, the healthcare sector needs to address the challenges threatening Australia’s ability to deliver quality healthcare. But what should Australian healthcare brands and marketers be prioritising? And how does this really translate at a practical level?

In this session, former NHS lead pharmacist and Partner at Deloitte, India Hardy and Principal at Deloitte Australia, Per Holmkvist, will discuss Deloitte’s 2019 Global Health Care Outlook report and the state of the industry in Australia.

Gillette, Walgreens and the Diabetes Association of Brazil have all recently been held up as gold standard for marketing in the health industry. From Gillette’s recent ‘First Shave’ campaign to Walgreens’ ‘Battle Beautifully’, these brands have been using marketing to not just increase ROI but foster social change as well. Their work has come out of Grey Group.

In this session lead by Grey’s President of Global Health and Wellness, Jason Kahner, learn how the health industry can make marketing experiential, thrilling, intuitive and truly personal. He’ll reveal how some of their best and most controversial campaigns have worked as he draws on recent case studies to unpack why brand purpose differentiates brands and engages customers, endears loyalty and contributes to culture and society.

Mental health is one of the biggest issues in the world today, with the majority of western countries recording at least one in four people suffering from some form of mental illness. In Australia, it takes more lives than anything else for those aged between 19-35 years old. But what can the health and wellness industry do to solve this growing health epidemic?

Mitch Wallis, formerly the Global Audience Marketing Manager at Microsoft in the US, will tell a raw and relatable story which provides insights into the fundamental aspects of experiencing and supporting others who suffer from mental health challenges.

At the Mumbrella Health Marketing Summit, he will break down an incredibly heavy and complex topic into an integrated and digestible narrative while exploring the darkest yet most insightful moments of his own mental health journey and its impact on his personal and professional life in the marketing industry, leading to starting one of the fastest-growing movements on the internet, Heart on My sleeve.

He will reflect on the current systematic and social challenges we face in solving this health epidemic and what brands, businesses and agencies can do to work towards closing the mental health gap.

The presentation will examine both innovation and evolution in the Point of Care environment as well as presenting case studies that demonstrate its efficacy. The important role of content and context will be considered and it is hoped marketers will better understand its utility.

With 72% of Australians admitting stress physically affects their life, and an additional 64% agreeing their mental health is causing them stress, health insurer ahm set out to simplify health insurance by launching a new brand positioning, ‘The Simple Bit’, with award winning creative agency Clemenger BBDO Melbourne.

The positioning pivoted from the brand’s traditional advertising approach anchored around price, to highlight ahm’s bold simplicity and customer experience. It executed a campaign which created an emotive, long-term, brand strategy that set up the business for a future beyond health insurance.

In this session, senior executives from ahm and Clemenger BBDO Melbourne will take the stage to explain how and why the campaign was created, the market it reached, the results so far and whether or not simplicity the way forward.

A recent global survey found that although the health and pharmaceutical industry is technology and innovation driven, it is perceived as being anything but.

As the face of health literacy changes with increasing information sharing and advancing technology, the ‘empowered patient’ is expecting much more from brands.

Therefore, it stands to reason that the traditional health communications model needs to change to better connect with internal and external audiences and build brand reputation and trust.

In this session, WE Buchan and Bayer, who have long invested in their corporate brands, will discuss how a re-imagination of corporate communication alongside product marketing is creating a shift in health communications.

Seventy five percent of women experience thrush at least once in their lives, yet most are reticent to discuss it and even less are willing to seek and share information about it. Communicating a product no one wants to hear, or talk about becomes almost the impossible task.

This is the problem Bayer found itself in with Canesten – a Thrush remedy. To solve it, it thought well outside the box to create one of the most talked about health campaigns of the last year.

Bayer recruited a famous comedy group to create Thrush: The Musical, which encouraged women to feel comfortable talking about the condition. That’s right – a musical about Thrush. But, how did Bayer get this idea off the ground and what results did the brand see?

In this session, parent company Bayer and media agency PHD will explain how, and why, it used unconventional advertising to put thrush back into the hearts and minds of its consumers. The brains behind the campaign will explain what insights and strategy they used and the results it achieved.

Reaching healthcare professionals is a challenge in the health and pharmaceutical industry, with professionals being exposed to more targeted messaging than ever before. This is a challenge the Pharmaceutical Society of Australia found itself being affected by as its print circulation and advertising numbers started to decline.

So how did they overcome this challenge and open up the communication channels once more? In this session, the Pharmaceutical Society of Australia and Mahlab will explore how they increased PSA’s value proposition and provided relevant and valued content to its members by pivoting to become a multi-channel publisher.

The PSA will unpack how it strives to stay relevant despite the changing industry and its audiences. Find out how to use audience insights and data to reach healthcare professionals, stay relevant and deliver content that is indispensable.

Heavy regulation in the pharmaceutical and healthcare industry is a major challenge both brands and agencies need to overcome when advertising medical products. With the new Therapeutic Goods Advertising Code taking effect on January 1 this year, what has changed and where can brands avoid common breaches?

This comprehensive seminar session will explore the regulatory framework that governs consumer advertising of therapeutic goods in Australia, unpack the evolving regulatory landscape, provide detailed information on the levels of advertising regulation, the approvals process and complaints mechanisms.

In this session, the peak body and authoritative voice for the consumer health industry, Consumer Healthcare Products Australia, will deep dive into the mandatory advertising approval process sharing insights on when to get approval and more changes to come over the next year.

Thrush cream, hearing aids, stool softeners – getting consumers to understand and care about unloved healthcare products can be challenging, to say the least. How do you place your product at the front of consumers’ minds and get noticed, without crossing boundaries?

As brands become braver and the importance of bringing previously censored products into the limelight grows, it’s marketing’s job to make sure consumers are not embarrassed to talk about and buy it.

In this panel session, industry leaders will discuss the challenges of selling products that historically haven’t taken marketing priority and share techniques to abolish consumer inertia while drawing from examples of innovative healthcare advertising.

Significant health reforms are coming for health insurers. After April 1 2020 health insurers will have had to re-imagine their offerings as a new system for categorising hospital products will be introduced. But what exactly does this mean, who will it affect and how should they get on top of it?

According to research conducted by comparison website Compare the Market, 80% of Australians don’t know the health reforms are coming. With health insurance brands facing significant change and consumers disengaging from traditional channels of communication, the next year will be a challenging period for marketers in and around the health insurance space.

In this session, Compare the Market’s General Manager, Digital, Chris Catchpoole, will unpack how Compare the Market navigated their way through this substantial transitional period to both comply with the new reforms as well as build a better connection with their target market.

Cutting through a sea of sameness in an industry bound with regulation is a marketing challenge that’s difficult to overcome. Often facing a risk-averse environment internally, how can healthcare brands produce bold and brave campaigns that connect with consumers while convincing stakeholders it can be a road to success?

Furthermore, how can brands harness new and traditional advertising channels, leverage powerful influencers and push the boundaries to make advertising that stands out? Is this even something that brands in the health industry can do?

In this session, industry leaders will explore how healthcare can be the right environment to foster creative bravery, how to get a bold idea over the line and using brave advertising to generate genuine consumer behaviour change.

Two years of pro bono work. Millions of dollars of donated media spots. Seven corporate partners. Twenty publishers on board. Fifty cents from every jar of Coles sauce sold.

The target? Curing the homesickness of 500,000 sick kids and raising $1 million. 

The Sydney Children’s Hospital Foundation engaged Mumbrella’s Creative Agency of the Year, CHE Proximity, to drive up donations by answering the question, what’s the one thing that connects all children in hospital, regardless of their sickness, age or location? The response led to CHE Proximity launching a multifaceted campaign off the back of the findings which was two years in the making.

In this revealing session, hear from the brain behind the campaign, CHE Proximity’s CCO Ant White, as he unpacks how feelings connected to a story can drive donation dollars and why creating a story people can participate in makes for effective health advertising.

Former army commander Steve Willis, more commonly known as ‘the Commando’ from hit reality TV series The Biggest Loser, built his brand around fitness and being a no-excuses leader, but after joining R U Ok Day as an ambassador, writing a regular column in Body & Soul Magazine and publishing a book titled ‘No Excuses’, the Commando uses a holistic approach to health and wellbeing.

The sought-after CrossFit trainer will appear at the Mumbrella Health Marketing Summit to explain the method behind the CrossFit craze, why it has created community and how to leverage it. He will explain his plans for building the Commando brand, advice on growth and why mental health is important too, particularly his association with R U OK Day and why he did it.

Get the lowdown on how he marketed himself and how brands should be working with modern-day fitness and wellbeing influencers.