SWISSE：How Australian healthcare brands are applying digital marketing
When it comes to Swisse, you should not be unfamiliar with it, as Australia’s leading natural nutrition brand, in recent years in the field of nutritional products can be said to be a super Netflix!
In today’s digital age, brands must keep pace with technological developments in order to remain competitive and achieve their marketing objectives.SWISSE Australian Healthcare, a well known healthcare brand, has begun to adopt innovative digital marketing trends to engage their target audience and enhance the brand experience. This article will focus on how SWISSE has utilised the help and limitations of digital marketing trends for their marketing objectives.
Swisse Marketing Strategy
Swisse has launched a new brand platform, “Reach For Your Reason”, through Clemenger BBDO Melbourne, encouraging Australians to discover their motivation to create and maintain holistic health habits.
The brand platform further communicates a message about the health journey. It emphasises that the health journey is not easy, there will be challenges and difficulties, but we need to keep fighting and get back on our feet. It emphasises that everyone has their own drivers and reasons that are key to achieving their health goals.Swisse promises to help people on their health journey but also reminds people that it is not enough to rely on Swisse alone, everyone needs to find their own deeper purpose and motivation to push themselves.
“Swisse provides a foundation for achieving sustained health and happiness but to live a full life Australians must first understand what they’re living for. Once they’ve found that reason, together the possibilities are endles.”
Kerrie Wade, marketing director for ANZ at Health & Happiness Group stated.
Product Service Upgrade
What used to be M2C is now going the other way — C2M.
Consumer back to Manufacturers, meaning a seamless link between the consumer and the product-generating end, is a business concept that emphasises customer involvement in the production of products, services and content, aiming to allow consumers to inspire companies to make better products and services. This way of doing a quick iteration of products and services through more consumer feedback helps Swisse to quickly meet the market’s needs and even lead the market.
Complimentary Swisse Wellness Chats
Not only that, but Swisse also offers free health classes for customers. These informal chats are designed to help answer any questions that may come up.
Will it really work?
There are a number of policies in different countries that regulate healthcare companies, mainly to limit false advertising and product safety issues. The fast pace of today’s society has led to widespread health concerns, but according to Google Trends, the number of searches for Swisse over the past year has not increased significantly. The trend of pursuing “health products” is not obvious. So, what is the future of nutraceuticals? It’s really difficult for the pharmaceutical industry.
