This class was some of the lively throughout 2020. Ana Laura Barro mentions that from week 13 (from March 23 to 29) she offered a rise of 28% in her advertising exercise in conventional media. In digital platforms its increase got here from April 13, when it skilled a progress of 239% in comparison with the earlier week.
This rise in on-line was as a result of insertions of anti-flu merchandise, in opposition to pimples, serums, nutritional vitamins, meals dietary supplements, contraceptives, antidiarrheals, being pregnant checks, antiallergics and laxatives. The first three characterize 70.3% of digital advertising exercise.
“Usually, the healthcare business did effectively, registering will increase of between 7% and eight%. However there have been categories that stood out. For instance, we see that thermometers had a 600% enhance in gross sales. All of it has to do with how we obtain the knowledge to deal with our physique, ”says Francisco Montoya, CEO of Wunderman Thompson Well being, the division of the advertising company that works with manufacturers akin to Takeda, Liomont, Omron, Abbott and Teva.
Relating to the media, Montoya assures that the primary months of the pandemic the wager was digital. Nonetheless, tv advertising was maintained, primarily anti-flu merchandise, a class that has an incredible impression on the inhabitants that was tuning in to this medium at that time. The similar occurred with gastrointestinal drugs.
“There have been two attention-grabbing conditions. Anti-allergy medication entered the market earlier than their season, this as a result of they gave signs that had been very lively, akin to purple eyes. Purchasers turned conversant in two or three substances that they already knew what they labored for. And the opposite was a progress of 10%, in comparison with 2019, of managed medication, primarily anxiolytics and antidepressants. These merchandise are rising in December, however now they’re forward of time, ”explains the CEO of Wunderman Thompson Well being.
Erika Haller, account supervisor of the well being and wellness division at Weber Shandwick, explains that in the course of the pandemic, manufacturers needed to adapt to the brand new actuality and alter the best way they did enterprise. “For instance, Novartis, which determined to launch its on-line retailer for extremely specialised merchandise as a result of incapacity of shoppers to exit on the road,” he says.