New York, NY — Join a brainstorm – any brainstorm – in this industry and you’ll hear at least one person say something like this:
If people only knew (this critical piece of health information), I’m sure they’d change their behavior.
Unfortunately it’s never that easy.
Despite the hero-esque monikers we might give them in the brainstorm – doctor, mom, nurse, patient, caregiver – they’re all just people, like us. People with busy lives, good intentions, a messy medicine cabinet and a past-due tetanus shot (although, seriously, you should get that updated.)
That messy medicine cabinet is one of biggest challenges for OTC brands. Their holy grail: find a way to convince you to stock up before you need the medication. It seems logical, right? Every year, you get the flu. Every year, you pull a coat on over your jammies, stuff your pockets with tissues, moan, and head out to the drug store to buy Nyquil, Chapstick, those tasty swiss cough drops and the last dented can of double noodle soup. Why not just have that stuff in the cabinet?
When logic, fear and discounts failed, one company tried a whole new tack: delight.
The Help Remedies line put the same old commoditized medicine cabinet products into containers that people just want to have. They inspire impulse buying, sharing, and – yes – stocking up.
Its integrated line design made cleaning up the medicine cabinet not only easy, but kind of wonderful.
The delight around the simple package experience has led to multiple expansions for the company, including a hotel exclusive in a saucy little package.
It looks like fitness bands will be the next to join the design revolution. According to Co.Design, Lunar will soon be launching bands that can actually be worn with a cocktail dress – instead of just a track suit!
Posted by: Leigh Householder
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.