Nicholas Hall’s 32nd European Conference Review

CHC Insight Europe Deputy Editor Nathalie Corbett has filed the following report of the highlights of Nicholas Hall’s 32nd European CHC Conference & CHC Training Academy Workshop, which took place from 4th to 6th May in Athens:

  • Although innovation is key to driving growth, there is too little of it; we have seen few large switches globally and it is difficult to be a switch pioneer.
  • We must aim to bring value to consumers and only innovate where we meet their needs. Success of the past is not a guarantee of success in the future.
  • Being a launch machine is not necessarily the way to grow and new launches do not always equal success; it is just as important to manage the assets we already have for long-term brand sustainability and growth.
  • Self-care can help alleviate the growing strain on healthcare services, but we must work hard to gain the trust of HCPs and convince them of the important role of preventive wellness solutions.
  • We need to move towards sustainable and robust healthcare systems, working collaboratively to enhance their resilience.
  • We live in a time of rapid change, with many forces disrupting the health & wellness landscape and shaping consumer demand; one of the key challenges in today’s industry is adapting to this new reality, which is crucial to keep pace, remain relevant and enable innovation.
  • Health is not a one-size-fits-all concept and it is important to know and understand the varied landscape and identify the ever-changing motivations & drivers of individual groups in order to meet their needs.
  • We need to address consumer health & wellness needs more holistically; personalisation remains a global megatrend and one that will continue to evolve. We are seeing a shift to more personalised and proactive care that empowers consumers to identify their needs, make informed choices and adopt healthier lifestyles.
  • Protection has moved to the fore of consumer consciousness amid the Covid-19 pandemic, with today’s consumer health-oriented, informed, connected, empowered and proactively searching for better health & wellness outcomes.
  • The pandemic has seen an explosion in e-Commerce and accelerated demand for DtC purchases, providing huge opportunities, but bringing with it responsibilities and risks.
  • Systems need to be in place to anticipate these risks, coupled with processes to mitigate them; safeguards, best practices and governance are key. Be mindful of your obligations before charging ahead with innovation.
  • Technology can help us gather and sort a large amount of disparate data, granting us insights to better understand consumer needs, predict consumer choices and enable innovation.
  • It is important to constantly review and respond to data as it changes fast: Gather, Learn and Act.
  • AI is forecast to be the most disruptive technology over the next 50 years, unlocking value of more than US$13tn across all industries. However, while AI can support the work of people, it cannot substitute it, so it is essential to integrate both into business models. Technology should aid innovation but not be the end goal, and consumers must always sit at the centre of strategy. 

Nicholas Hall’s Touchpoints: My colleague Nathalie has written an excellent summary of the Athens meeting, with particular emphasis on the key word in the conference title, “Innovation”. And I wrote last week of the sense of joy among delegates, speakers and staff at being abroad – or just out of the office or home office – in the wide-wide world. I hope that this sentiment will be in evidence at next year’s meeting, which will take place in one of our favourite cities, London.

If you missed the chance to attend our 32nd European CHC Conference & CHC Training Academy Workshop in Athens last week, you can still purchase a recording of the event! View presentations from Nicholas and experts from companies including GSK, Menarini and Teva, who explore what is next for the CHC market landscape across the region. Please contact elizabeth.bernos@NicholasHall.com to purchase your copy.

GSK eyes CBD market with Cann partnership

Cann Group has entered into an exclusive evaluation & option agreement with GSK Consumer Healthcare in relation to the potential commercialisation of Satipharm CBD capsules for OTC (S3, Pharmacist-only) distribution in Australia. GSK also has potential interest in first rights to negotiate exclusivity periods to assess its interest in taking up commercialisation rights in other markets globally. Cann has granted GSK the exclusive right to evaluate Satipharm (excluding Cann’s Rx CBD products) for 60 days after the delivery of Cann’s final clinical study report.

In consideration of this, GSK will pay Cann £100,000 (US$130,437) as a non-refundable payment. Key terms of any definitive sales & marketing agreement will be contingent on factors including the results of the 4-week Phase 3 clinical trial and path to regulatory approval, as well as GSK’s marketing evaluation. Recruitment for the trial, which will examine the efficacy of Satipharm for the short-term treatment of sleep disturbances and quality of life outcomes, is in progress and the results are expected in H2 2022.

As highlighted in our recently published Innovation in CHC report, global launch activity for CBD products has dropped off substantially over the past two years since the pandemic. Regulatory uncertainty also still hovers over the status of CBD in the key US market, another factor in NPD dropping sharply there. In the near future, we expect there to be a greater emphasis on quality over quantity. Further clinical backing for CBD and other cannabinoids – in the way GSK is pursuing with this Cann partnership – will be crucial to this next phase in the maturity of the category.

Source: Nicholas Hall’s CHC New Products Tracker

Nicholas Hall Writes: “This is a very important story. As Peter Crock, the Cann CEO, says: “Cann’s ability to produce a CBD capsule that presents as a regular pharmaceutical and has proven benefits in terms of stability and bioavailability has attracted interest from a number of potential distribution partners. We are delighted to have this opportunity to work with GSK Consumer Healthcare, which would bring industry-leading expertise and market access to our CBD product platform if we enter into a definitive exclusive agreement.”

Alright, it’s not a done deal yet, but there is an expectation that it will be concluded for Australia, and possibly other markets. It is highly significant in many ways:

  1. It’s the first major move since Australia approved CBD for certain OTC indications in February 2021 
  2. With all due deference to Nestlé, it’s the first instance of a major CHC company taking a direct interest in the CBD market
  3. There is some real science involved
  4. The sleep indication will be a sure-fire winner in a category that grew 13.2% in 2021 and still has massive unmet consumer demand

And finally, is it a sign of the greater freedom that the independent Haleon will have to enter “difficult” categories, which might not be possible for an affiliate of Big Pharma? All in all, this is a bold move, and one I hope will succeed.

We are pleased to announce that the latest edition of Innovation in CHC from CHC New Products Tracker is now published! This report showcases 100 major innovations from 2021, profiles best-in-class brands and highlights key ingredient and delivery format trends. To order your copy now, or for more information, please contact melissa.lee@NicholasHall.com.

Retail CHC growth accelerates to 4.8% in 2021

Below we look at the regional trends from the just published DB6 data on the performance of the global CHC market in 2021, showing how an upturn in Asia-Pacific helped global growth accelerate to 4.8% in the full-year period.

Europe (+3.3%) was the slowest growing region globally, although this does reflect an upturn vs 2020, thanks to robust growth in gastrointestinals (+6.1%) and a return to growth for cough, cold & allergy (+2.4%). Largest market Germany (-0.6%) saw its decline soften, while other Big 5 Western European markets rebounded to growth. Notably, Russia has fallen down the rankings from No.2 to No.4 in Europe, largely driven by devaluation of the Rouble, coupled with a flat year-end result (+1.8%)

Asia-Pacific (+5.6%) had a buoyant performance vs 2020, attributed to advances in largest market China (+6.9%) and a softening decline for No.2 ranked Japan (-1.2%), these markets have a combined share of almost 70% of total regional sales. Sales in China have rebounded somewhat, as harsh Covid restrictions generated a relatively weak 2020 comparator. Despite intermittent restrictions continuing, a relatively free environment has boosted sales across most major categories as consumers seek to remedy all ailments.

Americas (+4.9%) saw a slowdown vs 2020; the US market (+3.9%) has gained momentum throughout the year – finishing well, albeit slower than 2020 – thanks to a robust cough cold & allergy uptick (+6.5%) and notable increases in Lifestyle CHC (+10.8%) and gastrointestinals (+8.9%), more than offsetting the slowdown in VMS and decline in dermatologicals.

In Latin America, leading market Brazil (+11.7%) advanced thanks to double-digit increases in VMS (+16.2%), cough, cold & allergy (+11.6%) and Lifestyle CHC (+11%).

Only one month to go until our 32nd European CHC Conference & CHC Training Academy Workshop! Taking place in Athens on 4-6 May 2022, industry experts from GSK, J&J, Menarini, NielsenIQ and more will explore how as an industry we can move forward with CHC Innovation! Please contact elizabeth.bernos@NicholasHall.com to reserve your place.

CHPA Self-Care Leadership Summit

From Nicholas Hall’s Regional VP, North America, Liz Cummings

USA: “If there was ever any doubt, the world has learned what we knew all along – that consumer healthcare is absolutely essential to public health and that good healthcare starts with good self-care,” observed Consumer Healthcare Products Association President & CEO Scott Melville during his keynote at the CHPA annual Self-Care Leadership Summit last week.

Two areas of self-care – dietary supplements and diagnostics – were especially important to consumers during the pandemic, he noted, and CHPA’s membership expansion into those categories positions the association well to support the full scope of the industry in the future. One example is the data-driven Dietary Supplement Index (USA), which identifies supplements sales by region and provides a tool for the industry to educate healthcare providers and insurers to make the case for nutrition as essential to healthcare.  

During the meeting, the CHPA awarded its Ivan D Combe Lifetime Achievement Award to longtime industry leader – and former Chair – Gary Downing. Praised by many former employees at the event for his leadership, Downing has spent his career growing CHC companies, with a resume that includes sales and management at the Richards-Vicks Company. He later co-founded MedTech Labs, which eventually sold for a 400% rate of return, joined the Lansinoh Laboratories Board of Directors and became CEO of Insight Pharmaceuticals, then Clarion Brands, which was recently sold to Bridges Consumer Healthcare.

The audience also appreciated with standing ovations the 40-year CHPA career of Phyllis Taylor, Sr Director of Membership and Sponsorship, when her retirement was announced by Melville. We at the Nicholas Hall Group of Companies send her our very best wishes for a happy next chapter with her family.

The CHPA meeting will be reviewed in detail in the forthcoming March / April issue of CHC Insight North America. To review the latest trends and developments across the region, please contact melissa.lee@NicholasHall.com to find out more, or to receive a sample copy of a recent issue.

Tailored digital ads, e-Commerce to drive OTC adspend growth

GLOBAL: Advertising expenditure by OTC brands in the 13 key markets that account for 74% of total global adspend will expand by 7.6% in 2022 and 5.0% in 2023, according to Zenith’s Business Intelligence – OTC Healthcare report. This will be driven by tailored digital brand advertising, as well as performance advertising driving traffic to OTC e-Commerce platforms. Lockdowns and pandemic-related restrictions led to a leap in OTC e-Commerce in 2020 and with more consumers aware of and comfortable with shopping for OTC products online, this will become an increasingly important sales channel.

Traditional sales outlets are facing competition and brands have opportunities to launch new partnerships or DtC ventures, which will fuel continued growth in brand and performance advertising. Zenith forecasts that OTC brands will increase their digital adspend at an average rate of 11% a year between 2021-23, radio by 5%, TV 3% and magazines will shrink by 3%. Digital will account for 49% of OTC advertising in 2023 vs 46% in 2021.

Nicholas Hall’s Touchpoints: I truly sympathise with Zenith. Up to a year’s work goes into a major report like this – we know from painful experience – and then the invasion of Ukraine changed everything. Following on shortly after the disruptive impact of the Covid-19 pandemic, the recession that will certainly result from the hike in oil prices – and a recession is the best that we can hope for – will upend the global economy and invalidate many of the assumptions that have underpinned CHC industry forecasts.

Six months into the pandemic, in June 2020, my colleagues Nina Monk, Laura Howard Werling and the CIMA team prepared a very interesting report on the impact on CHC consumption of previous catastrophes: the 2008 economic recession and historic viral outbreaks such as SARS in 2003 and Swine Flu in 2009. In the words of the report: “Past events suggest the CHC industry is somewhat ‘recession-proof’: as the global GDP dipped following the 2008 global financial crisis, CHC sales increased in both value and volume terms.”

The 2022 recession is likely to be somewhat different from that of 2008. It will last longer and consumers all over the world will be hard-pressed to balance family budgets. Staple items will become discretionary, including some consumer healthcare items, and CHC marketers will become cautious about launching new products, initiatives and campaigns. In the next month we will start to prepare forecasts for the new edition of our CHC sales database, DB6. This year will be even more difficult than usual.

We are delighted to announce that our annual Asia-Pacific Conference will return to Singapore this November! This event will include the presentation of our Regional CHC Marketing Awards. Stay tuned for details on speakers and topics! Please contact elizabeth.bernos@NicholasHall.com to reserve your seat, to find out about sponsorship or for information on awards criteria.

Consumer focus shifts from physical to mental health

The pandemic has intensified a rise in depression, anxiety and distress and, while immunity remains a key focus, there has been a shift in the past two years from physical to mental health. This is according to GameChanger 2022, a report published by brand-building agency Healthy Marketing Team. Increasingly aware of the role of good mental balance for the body’s response to any health threat and the role played by the microbiome, consumers are moving away from the single hero ingredient for immunity to a more holistic approach that also includes stress relieving and mood boosting components. HMT founder Peter Wennström writes: “You must understand how to connect to today’s consumers not only with physical benefits and rational claims but also with emotional benefits … The value chain starts in the mind of the consumer — more so now than ever before.”

Comment from CHC.Newsflash Deputy Editor, Kirsten McEwan: The after-effects of pandemic-related lockdowns, worries and upheavals to our lives have become ever apparent and the rise in mental health issues is perhaps unsurprising. A study published in The BMJ (16th February 2022) highlights a further cause for concern about mental wellbeing in the post-Covid era. Researchers from the VA St Louis Healthcare System analysed data from the US Dept of Veterans Affairs database for 153,848 people who tested positive for Covid-19 between March 2020-January 2021; the data was matched to that from 5.6mn+ people without Covid and 5.8mn+ people pre-pandemic. Those with Covid had a 60% increased risk of a mental health diagnosis or prescription in the year following infection vs controls. Covid infection was associated with sleep disorders, depressive disorders, neurocognitive decline and substance use disorders. The researchers point out that the study included mostly older white men and the findings may not apply to other groups, but marketers may want to take note of this more specific target market.

Sedatives & sleep aids was one of the Top 5 most active CHC subcategories for new product development in 2021. Source: CHC New Products Tracker.

Nicholas Hall’s Touchpoints: Mental health has been a growth sector of the global CHC market for at least 5 years. Sleep aids & sedatives have accumulated sales of about US$3bn, with a 7% CAGR since 2016, but growth accelerated even faster during the pandemic to 13%. More dynamic still was herbal memory & brain health, which most recently grew by 18% to US$1bn, with a 5-year CAGR of 10%.

Consumer demand is strong for all the reasons outlined in this week’s lead story and in my colleague Kirsten McEwan’s commentary. Yet I sense that many of the brands sold in the sector are deficient in some way – either a lack of excitement, weak claims or the formulations are old and with little scientific support. Prevagen from Quincy Bioscience is a standout in memory & brain health, but its clinical studies have been roundly contested by the authorities. Quincy always fights back, seems to win these arguments, continues to have very high growth and is looking to take a better than one-third global market share even though it is sold only in the USA.

Sleep aids & sedatives are much more fragmented and, although it is growing well, brand leader ZzzQuil (P&G) takes only a 6% global market share. It seems to me that the leading players in this sector, and new entrants, need to redefine their positioning and claims, and invest in more product development and clinical trials, if they are to take full advantage of abundant unmet consumer demand.

Put your brands into the spotlight at The Nicholas Hall CHC Marketing Awards 2022, which will take place during our 32nd European CHC Conference & Action Workshop. Entry submission is open until 1 April! For more information about entry criteria, or more details about the meeting, which will take place on 4-6 May 2022 in Athens, please contact elizabeth.bernos@NicholasHall.com.

Poland approves world-first OTC switch of tadalafil

We continue with the theme of Rx-to-OTC switch this week with news from Poland, where the Office for Registration of Medicinal Products, Medical Devices & Biocidal Products (URPL) has approved Adamed’s Tadalafil MaxOn ED treatment (tadalafil 10mg; film-coated tablets; 2- and 4-count SKUs) as an OTC medicine, effective 1st February 2022. This will join Adamed’s sildenafil options MaxOn Active (25mg) and MaxOn Forte (50mg), which launched in May 2016 and April 2020, respectively. Tadalafil is claimed to get to work within 30 minutes for up to 36 hours, vs claims for sildenafil that it works within 30-60 minutes for up to five hours.

Poland was again one of the most active Rx-to-OTC switch markets in 2021, with only China ahead of it last year in terms of number of launched products reclassified from prescription to OTC status. Three of the six products launched post-switch in Poland in 2021 were erectile dysfunction treatments, including Hasco-Lek’s Mensil Max, Aflofarm’s Inventum Max and Polpharma’s Maxigra Max (all sildenafil 50mg). In addition, there were two digestive health switches – Teva’s antidiarrhoeal Gastrolit and Polpharma’s antacid Famotydyna Ranigast – and Polpharma’s cold sore treatment Heviran Comfort Max.

Source: Nicholas Hall’s CHC New Products Tracker

Nicholas Hall’s Touchpoints: Last week our lead story was the likely switch of HRT in the UK, which we singled out as a pioneer. The latest news this week is from Poland, another switch centre of excellence and where the ED treatment tadalafil will be available in a non-prescription version for the first time anywhere in the world. Tadalafil was launched as a prescription medicine under the trademark Cialis, and Sanofi later acquired the CHC rights from Lilly, but the switch application in the USA has been held up for many years by the FDA.

My colleague Maryna Marriott of the CHC Insight Europe team tells me: “Poland continues to lead the way in switch innovation. The tadalafil approval follows a number of sildenafil 25mg and 50mg switches, with the Polish ED category totalling US$27.7mn in MAT Q3 2021, according to DB6, an increase of 28.5% vs the year-ago period. Men’s health clearly remains high on the consumer health agenda, and it seems likely a number of other tadalafil switches will follow in Poland.”

Switch is an expensive process in the USA, which is why it is subdued there at present. On the other hand, there has been renewed switch activity in Europe and parts of Asia. The problem for the CHC industry has always been that the benefits given to US companies gaining switch status – the cost to the patient-as-consumer drops substantially and there is often three years marketing exclusivity, whereas the ingredient can no longer be prescribed for the same indication – are not available to marketers in the rest of the world. That leads to the curious situation of some switches being regulatory wins but commercial failures. Let’s hope that Adamed is blessed with decent sales for its latest innovation.

Find solutions for success in this competitive CHC landscape with Nicholas and the team in Athens on 4-6 May 2022 for our 32nd European CHC Conference & Action Workshop! Meet with peers and hear from industry experts, including sessions from Bayer, Teva, J&J and many others face-to-face! For more information, or to reserve your seat, please contact elizabeth.bernos@NicholasHall.com.

Global CHC market +2.6% in MAT Q3 2021

The latest update from Nicholas Hall’s CHC database, DB6, shows that in MAT Q3 2021, the store retail CHC market advanced by 2.6%, a continued improvement over results seen throughout the year (vs -0.6% and +1.7% for MAT Q1 and Q2 respectively).

  • Vitamins, Minerals & Supplements (+6.1%) maintains its position as the fastest-growing category, albeit at a slightly slower rate. Stabilising immune-associated segments still contribute to a healthy topline performance as consumers continue to bolster natural defences; this, coupled with improvements in other subcategories (notably a return to growth for probiotics) has helped to keep the largest major category buoyant
  • Lifestyle CHC growth advanced to +5.9%, with eye care — the largest subcategory — returning a mid-single digit increase (+5.4%); this, alongside sustained double-digit increases in sedatives & sleep aids (+13.8%), as well as smaller categories such as emergency hormonal contraception and erectile dysfunction, boosted the topline
  • Gastrointestinals growth improved (+5.2%) with all subcategories once again seeing an upturn over the previous reporting period — a return to some “normalisation of life” (travel, dining out, etc.) has helped the wider category advance
  • Analgesics saw a further improvement overall (+3.6%) boosted by systemics returning to growth (+1.9%) after successive negative results, as well as consistent gains in topical formats (+7.2%)
  • Dermatologicals slowed further to +0.6% (vs +3.9% MAT Q2 21), a trend heavily impacted by the performance of antiseptics & disinfectants — the subcategory now declining by 9.8% following high growth levels seen in the peak of the pandemic
  • Cough, Cold & Allergy remains negative, with sales retracting by 5.3% in the 12 months to end-Sept 21. However, the macro trend continues to improve over the previous reporting periods (-14.5% and -9.7% for MAT Q1 and Q2 respectively) as incidence of typical seasonal pathologies rises vs a low comparator in 2020, with many players reporting improvements in quarterly terms

In terms of geographies:

  • Americas advanced by 2.4% (vs +1.3% MAT Q2 21) – N America now displaying a positive trend with continued improvements in USA & Canada. LatAm markets remain strong, with another double-digit result in Brazil (+12.1%), the most robust of the Top 20 markets
  • Asia held on to mid-level growth (+4.8%) in the reporting period; while the region continues to be impacted by loss of revenue from overseas visitors in key markets Japan (-2.1%) and Australia (-2.9%), steady single-digit increases in China and India helped to maintain the topline
  • Europe’s performance has flattened; Western European markets are improving (-2.0% vs -4.4% MAT Q2 21), impacted by the analgesics growth trend returning to positive, plus a softening decline for CCA over the previous reporting period. CEE markets advanced further, aided by mid-single-digit gains in Poland (+4.8%)

Nicholas Hall commented: Good news! My colleague Kayleigh Griffin-Hooper tells me that the latest DB6 data show that the store retail CHC market continued on a path to recovery in the 12 months to end-September. Broadly speaking, the majority of markets are returning to slightly stronger growth – or softer declines – compared to MAT Q2. Trends remain heavily influenced by the impact of Covid-19 across several healthcare segments – both positively and negatively – resulting in low level advances on a global level.

In three months’ time, when we have sales data for the Internet channel, it will be interesting to see whether this high-growth sector fully balances the softness in store retail sales.

We are pleased to announce that Nicholas Hall’s DB6 MAT Q3 2021 update is now available! Subscribers can access over 150,000 pieces of data, with more than 30,000 records covering 13,000+ brands and 3,000 companies across 63 countries. To find out more, or to set up a free demo, please contact kate.holdcroft@NicholasHall.com.

Jeffries London Healthcare Conference

Nicholas Hall’s Touchpoints: On 19th November, it was my great pleasure to moderate the CHC panel at the Jefferies conference. My distinguished panellists were two experienced CHC war horses: Roger Scarlett-Smith, Executive VP UK & USA, Stada, and President UK at Thornton & Ross, part of the Stada group, and formerly a very senior manager at GSK; and Pat Smallcombe, Chairman of Karo Consumer Healthcare and a former Pfizer and J&J top executive. Here follows a summary: 

  • Separation of J&J’s Consumer Health business presents a great opportunity for a company of that size. The CH unit has focused on increasing profitability & market attractiveness and has gone from underperforming from a P&L perspective to growing sales and shares. The agility, cadence & skill sets required for CH, which needs to act more locally, are different to more global, science-led Pharmaceutical and Medical Devices units. The question is if the separation, which will take several years, will detract from the focus on the market 
  • Ongoing impact of Covid varies by category, but the industry is at a crossroads. The huge increase in sales of vitamin D3 & immunity boosters is holding. Half-year data show treatment products are growing very strongly for the first time in many years, particularly in N America, although it is too early to say if this is the beginning of a longer-term trend. Meanwhile, Covid has accelerated trends that were already happening such as sustainability and a preference for trusted brands; the influence of HCPs has increased relative to influencers. In Health & Beauty, the fastest growing sub-category as an idea is vegan endorsement
  • Disproportionate surge in e-Commerce has been driven by the pandemic and is now running at around 12% of the CHC market; DB6 estimates this will double in the next 10 years. Any company that does not have an e-Commerce position will be in trouble in the long-term. Amazon is particularly popular in Germany, UK & USA, although several companies are aiming for a brand.com approach. However, increasing traffic to those sites and setting up an operation like Amazon is extremely expensive. It remains to be seen though if consumers return to physical stores if they do not have to shop online. In a related issue, there has been little evidence of price comparisons in different markets; this is probably more of a trade issue
  • Personalised healthcare has big opportunities, but we are still at the front end. Consumers are sceptical about who owns the healthcare data; they are more trustful of HCPs than tech or pharma companies. At this stage, it is hard to see the return on investments and there are plenty of other areas for growth 
  • M&A moving forwards is an area of interest as recent deals have been positive, with encouraging multiples and stable businesses. The healthcare technology area is also interesting. There is a rich appetite around consolidation. There will be more spin offs, with MNCs offering underutilised assets, such as Nizoral & Compeed, which, with increased A+P, have huge salient equity with consumers. Whether M&A is replacing R&D and NPD is a good question; there must be the right combination of internally-generated innovation vs externally-generated innovation
  • Biggest white space in the CHC market may be a cultural white space where you can execute with reliability, high quality and good customer service, while retaining an entrepreneurial localisation spirit. Getting closer to the consumer and being more relevant using digitalisation is also key, as is being more focused at the right time, with the right product, in the right way

This summary doesn’t do full justice to the wisdom and erudition of the panellists, with a small amount of support by myself. If you would like to hear the whole 45-minute session, please click on the link here.

APAC E-Conference 2021 Awards

Commenting on our recent APAC e-Conference 2021, Nicholas Hall said: “This was a highly successful conference, with over 100 participants, but I can genuinely say that I hope it’s our last of this kind as I can’t wait to get back to face-to-face meetings next year in Athens, New Jersey and Singapore.”

  • The Nicholas Hall APAC Marketing Award 2021 was decided by delegates and The Winner was GSK’s “Panadol Take Care” campaign, which resulted in “record-breaking” market share and consumption growth. The campaign comprised two key elements: education on post-vaccination pain & fever and the role of Panadol in providing suitable and efficacious care for these symptoms. In addition to TV, promotion included traditional media channels; partnerships with Pandamart, Uber and Grab offering 30-60 minute delivery services for post-vaccination symptom management; social media activity; an online expert care portal; strong in-store visibility; a Take Care Chatbot; and out-of-home ads close to vaccination centres. 
  • 2nd place: Redoxon (Bayer) The “Ces Before Cus” campaign was implemented in Indonesia to help the vitamin fight back against increased competition during the pandemic and help consumers “be new normal ready” by boosting immunity and giving them more confidence when carrying out daily activities in the Covid era. “Ces” is the noise that Redoxon makes when dissolving in water and “cus” is Indonesian slang for “Let’s go!”
  • 3rd place: Eye-Mo (Combiphar) Following a return to the Singaporean market in 2017, it was noted that Millennials did not have a strong connection with the brand. Combiphar turned this around with the growth-driving “I See What I Want” campaign, fronted by teen singer Aden Tan, which aimed to empower the younger generation by helping them rebound from negativities and see “the brighter side of life”.

Review the full proceedings from our APAC e-Conference 2021 conference by purchasing a copy of the event recording. For more details, please contact elizabeth.bernos@NicholasHall.com.