Call it a sign that the sector has come of age – it’s gotten a makeover and a new name. FMHGs, Fast Moving Health Goods, are here to stay. There is an array of brands (besides OTC medicines) highlighting health benefits that are setting cash registers ringing. Now we have health drinks, health foods, personal health monitoring devices, beauty products & skin clinics, fitness products & gyms, low calorie sweeteners, weight-loss products/services, herbal products, anti-smoking pills, etc; and not to forget public service or awareness campaigns. Marketers simply cannot ignore the health platform to push their brands. The challenge is how to reach out to health conscious consumers who have slowly but steadily started believing that “prevention is better than cure”.
Here are the golden rules for healthcare advertising:
1. Positive Behaviour Change
Campaigns for preventive behaviour are more effective if they emphasize positive behaviour change rather than the negative consequences of current behaviour. Arousing fear is rarely successful as a campaign strategy. For example, anti-smoking campaigns can focus on the benefits of quitting smoking, rather than health hazards due to smoking. There are more chances of men saying no to smoking for the sake of his kids and family, rather than the fear of possible lung cancer.
2. Strike the right cord
Address the existing knowledge and beliefs of target audiences that are impeding adoption of desired behaviours. Myth-buster campaign works well provided it gives interesting information and most importantly, the benefits of using the information in the right way. A successful example is “AIDS chunase nahin phelhta” campaign.
3. What’s in it for them?
Communicate incentives or benefits for adopting desired behaviours that are build on the existing motives, needs, and values of target audiences. Every consumer needs a reason to shift their preference. If the reason to shift is not backed by strong incentive plan the consumer is most likely expected to either stay with his chosen behaviour or shift to some other choice with better incentive structure.
4. The power of NOW!
Focus target audience’s attention on immediate, high-probability consequences of healthy behaviour. The best way to get your target audience’s attention is to lure them into enjoying the benefits of your product, now. At the risk of being a typical sales message let’s take an FMCG example that says, “Buy 1 get 1 free. Offer open only till 31st March”. This makes the potential consumer act now and reap rewards the product has to offer. So if your health message shows the goodness of benefit that the consumer may gain now rather than tell him that he/she may suffer from some illness later, you have a good chance of making your message heard.
5. Simplicity wins
Set fairly modest, attainable goals in terms of behaviour change. If you nag the consumer with too much to do, they will not do anything. Make it easier for them to act. If your communication medium has a feedback form or a helpline, make sure the consumer doesn’t have to spend too much time contacting you. They are the laziest lot you know. A very good example is the help-centric blood checkup pathologies; at a ring of their phones they rush to patients’ house to take blood tests. Now how easier can life get?
6. Media is your best friend
Use multiple media (television, radio, print, and so on). Combine mass media with community, small group, and individual activities, supported by an existing communication structure. Use the news media not only to add credibility, but also as a means of increasing the visibility. Reach each or any media you think is closer to the consumer; go beyond the conventional approach. Because if you shoot through an incorrect target hole of your gun, you will miss the shot.
7. Be there for the consumer
If you throw the bait, keep the bucket beside you to hold the fish. Here your bait is the consumer and bucket is direct service delivery components. E.g. toll-free numbers for information, SMS services, websites, blogs, social networking websites, etc. Coordinate these components so that immediate follow-through can take place if behaviour changes begin to occur. This will give consumer the confidence in the brand she is dealing with.
Remember, customers are like a babies, feed them well and they will smile, feed them more they will run away, feed them less they will never come back. Keep them happy and let the happiness spread over you!
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