The Consumer Healthcare Training Academy

Barcelona Workshop 2018

To begin our journey as The Consumer Healthcare Training Academy, we joined Nicholas Hall in Barcelona to ‘Deep Dive on the Consumer’ with a group of 50 delegates. Using a case study, we worked through elements of connecting with our consumers in the future. We immersed ourselves into Health Literacy, Adherence, Market Research Techniques and Consumer Profiling, using tools that can be used in our daily roles.


Here are our conclusions from the day:

• As an Industry; we are calling ourselves CHC but still not really connecting with the consumer – We must connect at an emotional level to ensure we build strong Brands?

• Impact of AI will be Huge on how we communicate and how we research - How do we leverage this technology for our Brands?

• Millennials reject the ‘big’ corporate message - How do we can get closer to them and have dialogue that does not ‘preach’?

• Health Literacy and Adherence

o We did not realise how big of an issue these are today.

o We do not realise how big an impact it has on us

o We have to find solutions to solve them “now”.

• The challenges of current trend of Regulatory Changes: Brand names vs Ingredient on packaging!

o We need to manage packaging attributes logo, colour, shapes and benefits

o Develop Lifestyle solutions not just product around the Brand


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