Summary of Contents
Summary of Contents | |
Lessons from Online Health Marketing
Product Code: DMCM0567
Price: $5695
publication Date: 21-00-2003
Introduction
The real expertise in marketing to the health-conscious consumer belongs to the pharmaceutical companies. By learning from the techniques they use CPG players can effectively target key health-conscious consumer groups.
Scope
Key data and detailed analysis of 8 leading country markets: France, Germany, Italy, The Netherlands, Spain, Sweden, the UK and the US
Examination of the opportunity for health-boosting products
Detailed analysis of the techniques used by pharmaceutical marketers to reach health-conscious consumers
Qualitative and quantitative studies of key health-conscious consumer groups and their attitudes to health products
Highlights
The number of women over 50 the key health-conscious consumer group will grow by 13% over the next 7 years. Women frequently search for health information for children and partners they are the gateway to wider consumer groups
Most health-conscious consumers actively search for information on living a healthy lifestyle in which diet plays a vital role. General information and low emphasis on the brand are the key to winning consumer trust.
Targeting lifestyle needs is the key to marketing health products. Focusing specifically on health benefits makes consumption of the product a necessary task, not a pleasure. Fitting the product into the consumer's lifestyle makes it far more attractive.
Reasons to Purchase
Identify the key consumer groups for all health-related issues
Learn from the experts in health marketing
Discover how to get consumers to trust you as a source of health information
Food, drinks and personal care companies can improve the marketing of their healthy products by learning from the experts - pharmaceutical companies. This chapter shows who the key health-conscious consumers are, what they need from food, drinks and personal care companies and how to provide it.
Health-consciousness is growing in the US and Western Europe, particularly among women and seniors. Pharmaceutical companies have taken the lead in marketing to these consumers and have developed a range of techniques for building brand awareness and brand equity, as well as informing the consumer. While most of these techniques are employed online, consumer packaged goods (CPG) companies can profitably employ them both online and offline in order to better target their products to these consumers.
Seniors are largely concerned with their own health and are particularly interested in combating the effects of ageing, such as heart disease, cancer and loss of energy. At least half of all seniors in 2002 considered themselves to be more health-conscious than most, and almost 50 per cent regularly seek out health information. In particular, seniors are concerned with information that will help them to lead a healthy lifestyle.
Women are the group most likely to be searching for information for others - children, partners and elderly relatives. This makes them doubly important as gatekeepers as well as direct consumers. Women are active seekers after health information, using magazines, books and television, doctors, public health information and Web sites to help them cope with the threat of illness to themselves and their families. When looking for information for themselves, women are most concerned with living a healthy lifestyle, women's health and losing weight.
It is the emphasis on living a healthy lifestyle that makes health-conscious consumers such a good target for CPG companies. Changing diet and health and beauty regimes are the easiest ways for consumers to change their lifestyle, especially when compared to changing career or moving to a new location. Nutraceuticals, staple foods, low'n'lite, personal care and kid's food all have health attributes and through better packaging design, tailoring the product to consumers' lifestyle and providing general health information, CPG consumers can target the health-conscious accurately and successfully.
It is important to approach health-conscious consumers in the right way. This does not mean focusing solely on the product and the benefits it can bring. Instead, the goal should be to appeal to the consumers' need for general information, and for a lifestyle solution.
Consumers wish to find solutions for themselves, and their primary goal is to educate themselves about the condition in question. Providing unbiased, accurate information gives the consumers what they want. It also increases trust in the brand and allows the company to ensure that its product claims meet expectations and needs of consumers. Web sites and PR are good ways of getting general information to the public.
As a result of consumers search for accurate information, non-branded informative marketing is often more effective at getting the facts across than branded marketing, as consumers are less willing to trust information which has obvious commercial advantages to the news source.
Branding activity, particularly online, is very good at raising consumers recognition and approval. . However, it does not always convert into sales. By producing good point-of-sale marketing which recalls the brand or product's key benefits, CPG manufacturers and retailers can covert high brand approval into sales.
Online targeting is a useful marketing tool because it allows companies to target specific consumer groups by their precise areas of interest - and to provide a great deal of specific information on the topic.
LIST OF FIGURES
LIST OF FIGURES
Figure 1: Health-consciousness and information-seeking activity, US and Europe 2002
Figure 2: Popularity of health information channels, US and Europe, 2002
Figure 3: Growth in Senior population of western Europe by gender (per cent of total population), 2000-2010
Figure 4: Health consciousness among Seniors in Germany, the UK and the US
Figure 5: Online, health-information seekers in Germany, UK and the US
Figure 6: Seniors are interested in accessing information on living a healthy lifestyle
Figure 7: Female population growth over 60 will drive Internet uptake in Europe
Figure 8: Younger women are more likely to use online resources to look for health information
Figure 9: Women act as information portals for other family members
Figure 10: Women are more active than men in looking for non-personal health information
Figure 11: Percentage of women who are looking for health information on personal issues
Figure 12: Key consumer groups for functional food and drinks
Figure 13: Viactiv Calcium Chews, packaging analysis
Figure 14: Slimfast UK's Web site, www.slimfast.co..uk
Figure 15: Prevalence of hypertension, 2000, core countries
Figure 16: EggsPlus packaging analysis
Figure 17: Re-vitalised Sainsbury's "Be Good To Yourself" packaging
Figure 18: Nesquik's www.verybestkids.com Web site
Figure 19: Dove's product Web site (www.dove.com)
Figure 20: Teva's non-branded Web site - www.mswatch.com
Figure 21: Novartis' non-branded Web site, www.stepwise.co.uk
Figure 22: Bristol-Myers Squibb's Web site to raise brand awareness of Vaniqa
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