Havas Consumer Health: Here to Support the Self-Care Era
One of 2024’s biggest trends remains to be self-care, focused on mental, physical and emotional wellbeing. As people prioritise this aspect of their lives and brands cater towards wellness, Havas Germany has opened up an offering to support this, naming it Havas Consumer Health and enlisting Dirk Poschenrieder as the managing director.
Focusing on the topics of skincare, contraception and naturopathy, as well as how to better monitor and integrate health-related topics, the agency is focused on Germany’s changing healthcare landscape. A rare benefit of the 2020 pandemic, it seems that as people became more conscious of covid, so too they began to prioritise their health in a meaningful way.
To hear more about how attitudes are changing, as well as some of the big trends in wearable technology that we’re likely to see going forward, Dirk speaks to LBB’s Nisna Mahtani.
LBB> Tell us a little about Havas Consumer Health and what it will offer clients who want expertise in the health and wellness sector.
Dirk> We live in an era of self-care, a time where people are taking ownership of their health. And it is an information age, a health and wellness age, an age of choice. Decisions about health are increasingly taken directly by consumers, informed by their own research, and empowered by the vast amounts of information now available at their fingertips. The decision journey itself is not linear anymore and is often chaotic, resulting in the fragility of such choice-making. 'Health' now means more than remedies, as technology paves the way for personalised self-management, enabling prediction, prevention, and self-diagnosis.
As the range of choices available to people widens and becomes more and more complex, brands must do more to cut through the sea of information.
At HCH, we build brands that improve physical, mental, and emotional well-being and empower people with the knowledge they need to make informed, individual decisions about their health. So, first and foremost, we connect brands to consumers with resonance. We inform, empower, and enable. And we strongly believe that better knowledge means better health.
That is why Havas Consumer Health combines the experience and deep understanding of health and wellness marketing of Havas Health & You with the creative and consumer-centric excellence of the Havas Creative Network. With Havas Consumer Health, we will finally bridge the gap between traditional health advertising and consumer advertising, putting an end to silo thinking. That’s what we bring to the table. This is what sets us apart from our competitors and, in a way, makes us unique.
LBB> There are a range of categories you’re covering, from skincare and contraception to naturopathy and wearable tech. Can you talk to us a little bit about some of the innovations you’re seeing in the sector?
Dirk> Of course! The world of health and wellness is very dynamic, and constantly evolving with new trends and innovations. From skincare that harnesses the power of cutting-edge technology to contraceptive methods that revolutionise reproductive health, the industry is full of exciting developments.
In skincare, we're seeing a rise in personalised solutions. Advances in AI and machine learning are enabling companies to analyse an individual's skin type, lifestyle, and environmental factors to create bespoke skincare regimens. This tailored approach ensures that every person receives the most effective products for their specific needs.
Contraception is another area where we're seeing significant innovation. Technologies such as non-hormonal birth control methods, such as the app-based Natural Cycles, are giving people more options and control over their reproductive health. Wearable technology is also making its mark in this area, with devices that can track fertility cycles and help users identify their most fertile days.
Naturopathy, which focuses on using natural remedies to promote wellness, is also gaining traction. People are increasingly turning to herbal supplements, herbal remedies, and holistic treatments to address their health concerns.
Overall, the health and wellness sector is thriving, strongly driven by innovation and a growing demand for personalised, holistic approaches to well-being. It's an exciting time for the industry and we can expect to see more ground-breaking developments in the years to come.
LBB> Specifically looking at wearable technology, what are some of the trends which you anticipate being significant within the next five years?
Dirk> Over the next five years, I see some key trends in wearable technology.
Better health monitoring: Wearables will offer more sophisticated health tracking, including real-time blood glucose monitoring, heart rhythm detection and advanced sleep analysis.
Integration of mental health: Wearables will focus on mental health, offering features such as stress detection, guided mindfulness, and mood tracking. Even Apple now offers a ‘Time for me’ feature that lets you set times when you don't want to be ‘interrupted’ by your phone. You can disable individual apps and even customise the screen. And that's good for your mental wellbeing.
Advanced connectivity: Wearables will offer enhanced connectivity, enabling seamless integration with smartphones and other smart devices, and more robust data sharing and analysis capabilities. But it is important that you can share this information with your doctor if you need to, and that your doctor is willing and able to receive and analyse the data.
Personalised health insights: Wearables will offer more personalised health insights, using AI and machine learning to provide tailored recommendations based on individual health data.
LBB> Within this category, brands need to connect with the audience in a meaningful way. Are there any examples of existing brands or previous campaigns that you believe tackle this topic well?
Dirk> Sure, here are three examples of health and wellness brands and campaigns that have effectively connected with their audiences in a meaningful way and that spring to mind, because they have done so well.
Dove's ‘Real Beauty’ campaign: Dove's campaign challenges beauty stereotypes by featuring women of all shapes, sizes, ages, and ethnicities. It encouraged women to embrace their natural beauty and sparked conversations about self-esteem and body image.
Headspace’s ‘Everyday Headspace’ campaign: Headspace is a meditation and mindfulness app that has connected with its audience by offering a free 'Everyday Headspace' campaign. This campaign provides users with daily mindfulness exercises and tips to help them integrate mindfulness into their daily lives and create a healthier lifestyle.
Fitbit’s ‘Find Your Fit’ campaign: Fitbit is a popular fitness tracker brand that has connected with its audience through its ‘Find Your Fit’ campaign. This campaign encourages users to find their own unique fitness routine and goals, rather than conforming to societal standards of fitness.
LBB> In terms of the German market, how are people now prioritising their healthcare needs and how are physical, mental and emotional factors playing into this?
Dirk> The German healthcare market, like many others, is experiencing a shift in how people prioritise their healthcare needs. There's a growing recognition that physical, mental, and emotional well-being are interconnected, and people are increasingly looking for holistic approaches to healthcare.
We see a growing interest in preventive and proactive care as people recognise the importance of maintaining good health and preventing illness. This includes regular health checks, screenings, and lifestyle changes to prevent disease. Another very important topic is mental health awareness. There's greater recognition of mental health issues and people are prioritising their mental wellbeing. This includes seeking therapy, mindfulness practices and stress reduction techniques to improve mental health.
Furthermore, Germans value work-life balance more than ever, and this is reflected in how they prioritise their healthcare needs. They are looking for ways to manage stress, maintain energy levels and promote emotional resilience.
Since the pandemic, the adoption of digital health solutions has grown, and Germans are increasingly using telemedicine, health apps and wearable devices to manage their health. This includes monitoring physical health metrics such as heart rate and sleep patterns, as well as mental health metrics such as stress levels and mood.
And finally, there's a growing interest in nutrition and wellness as people recognise the impact of diet and lifestyle on overall health. This includes incorporating more plant-based foods, supplements, and alternative therapies into their healthcare routines.
Overall, the German market is seeing a shift towards a more holistic approach to healthcare, with people recognising the importance of addressing physical, mental and emotional factors to achieve optimal well-being.
LBB> Personally, what are you most excited to bring to this new role?
Dirk> Ah, the thrill of a new role! How does it feel? It's like stepping onto a roller coaster - excitement, anticipation, and a little bit of nausea all wrapped into one!
Now seriously. It's not often in your professional life that you get the chance to build a brand-new agency within a network. And at the same time, we already have a good base of customers that we work for. That makes everything a bit easier, a bit more relaxed, of course. From a network perspective, it’s amazing to see that everyone is pulling in the same direction. We get all the support we need here, and everyone is interested in making Havas Consumer Health Germany a success.
But it's not just about the new role or the new agency or me, it's about the people I get to work with. They really are a great bunch of people and brilliant minds. Together we share a passion for health and wellness and great campaigns, and we will make magic happen. I firmly believe that we create campaigns that don't just make people talk, but make them feel something in their souls. And isn't that what advertising is all about?
