Brands, Health and Wellness: Your Health, Yourself

Brands, Health and Wellness: Your Health, Yourself
WPP Atticus Awards
Highly Commended, Corporate, 2013

Your Health, Yourself
Ogilvy CommonHealth, London
Contents
1. Foreword
2. Introduction
3. Fitness: Thiery's techno training
4. Nutrition: Marta's nutrition mission
5. Adherence: Claude's case of compliance
6. Over-The-Counter (OTC): Dana's daily dose
7. Personalised Medicine: Harry's inherited health
8. References
1. Foreword
Gloria Gibbons
President, EAME, Ogilvy CommonHealth Worldwide
Let's get personal. And see what we think of the experience.
Over the next few pages you will be introduced to Thiery, Marta, Claude, Dana and Harry - each of whom (like most of us)
have specific health concerns to deal with and/or wellness goals to reach. As both consumers and patients today, they have
access to a wide range of personalised technology that promises to smooth their path to wellbeing. But whilst in theory these
individualised offerings are more effective than traditional approaches, in reality success is far from guaranteed. It seems that
even though health information is readily available at the touch of the button or a swipe of the finger, it is rarely packaged in a
way that is truly relevant and meaningful to us as consumers.
Here at Ogilvy CommonHealth, we have made it our business to understand how the trend towards personalised health can
best be harnessed to improve health outcomes. There is no doubt that this route has the power to achieve positive health
change, but why - and more importantly - how can this be best achieved?
So before you or your brand dives headfirst into the world of personalised health, be sure you know the answers to some
essential questions. Are we sure that opening up health information to consumer control will actually improve health
behaviour? How high is the risk of overwhelming or even alienating the patients who most need our support? And if
   Title: Brands, Health and Wellness: Your Health, Yourself
   Source: WPP Atticus Awards
   Issue: Highly Commended, Corporate, 2013

Downloaded from warc.com

2

personalised health data is engaging, how should it best be packaged and delivered for optimum effect? You will find the
opinion of our health behaviour change strategists and planners in Part i of this Redport.
In Part 2, we get more practical. Our European network has been busy reviewing real examples of personalised health
programmes in action, across five key health areas: Fitness, Nutrition, Adherence, Over-The-Counter (OTC) and Personalised
Medicine. By exploring each of these through the eyes of a typical consumer (this is where Thiery, Marta, Claude, Dana and
Harry come in), we can start to better understand all factors that shape patient behaviour. Knowing this, we can then explore
the underlying motivations for current behaviour, as well as the potential triggers that could modify it. And it is at this point that
our behaviour change enthusiasts get motoring, identifying the most effective way to communicate personalised health to
consumers, making it their business to know what methods are already showing promise and what strategies should be
employed to gain best commercial advantage in the future.
So, if you are battling with how to make your brand experience more personal, or the service offering that supports your brand
achieve a tangible and positive health outcome for your customer, read on.
Gloria Gibbons
President, EAME, Ogilvy CommonHealth Worldwide
2. Introduction
David Davenport-Firth, United Kingdom
Giorgio Pasqual, Italy
Lois Hall, United Kingdom
We live in the age of the individual. It may have started off modestly, with the ability to choose your mobile ringtone or
customise your desktop wallpaper, but in recent years the trend has grown exponentially - to the point where self-expression
now reigns supreme. As consumers, the 21st century offers a seemingly limitless array of opportunities to personalise not only
how we interact with the world, but the very way the world interacts with us. So why shouldn't the arena of health follow suit?
After all, we already possess a naturally proactive interest in our own existence. And if you combine this with the age-old
desire to categorise, monitor and analyse aspects of one's own life - think banking, bills, time management - it seems pretty
obvious that we might want to pay closer attention to our vital statistics.
Take the formidable rise of the 'e-patient' as case in point. At this moment, millions of individuals around the globe are
frantically clicking away on the Internet or any one of its interconnected tools in an effort to seek out, share and sometimes
create their own information about health and wellness. And whilst to date this phenomenon has mainly focused on the
distribution of medical knowledge to the masses, the latest developments are more intimate. How much do you know about the
'Quantified Self concept? If the answer is 'not a lot' then listen up. To quantify oneself in regards to health means to gain a
deeper (often numerical) understanding of one's body as a machine. More specifically, as a unique machine driven by
distinctive data. It can mean knowing how high your body mass index (BMI) is or how low your cholesterol is. It can mean
(accurately!) tracking weekly kilometres jogged or five-a-day consumed. It can mean taking the medication designed for your
specific DNA, not that of your neighbours. And in all of these pursuits, self-quantification makes use of the latest advances in
digital technology to provide users with the most personalised and precise service possible.
What is for certain is that the future's here, and it wants to get to know you. The real question is: should we let it? After


3

all, configuring your latest smartphone or tablet to reflect each quirk of your individuality is pretty harmless, but the same may
not be said when we let people tinker with their own complex biology. In this report we examine both sides of the debate, to
better understand when and how this approach should be employed (or avoided).
The case for more personal health information
When it comes to our health, we are often our own worst enemy. Some of the greatest threats to our general wellbeing,
like obesity, heart disease and sexually transmitted infections, are more often than not brought on by personal lifestyle
decisions. Some governments have enjoyed moderate success with smoking bans and taxes on high fat foods, but the hard
truth is that truly effective change has to start with the individual.
You know those public health campaigns which gently hint that it would be wise to limit our salt consumption or aggressively
shock us with pictures depicting the grotesque consequences of smoking cigarettes? Well, the evidence suggests that too
many of us just aren't listening. And even if we do listen, we very often don't do, even when faced with a concrete
diagnosis. Physicians constantly struggle to combat low adherence to the necessary lifestyle changes and medication
prescribed to patients with serious chronic diseases, such as diabetes and arthritis. And if you think this situation might
improve any time soon, think again. Medical resources across the globe, not to mention the healthcare professionals who
deliver them, are becoming increasingly stretched as the general population ages by the second. Relying on national health
systems to provide individual attention to each and every patient who demands it is no longer a realistic solution. Which all
leads to one very stark conclusion: health behaviour change is now a critical issue.
So how do we stop being enemies and start making health our new best friend? Quantifying our health, ourselves, could well
be part of the answer. If delivered smartly, personally relevant health information might not just motivate us more, it might
actually help us (finally) understand and appreciate the risks and rewards of our daily behaviours. Would knowing the
effect a mid-morning packet of crisps has on our blood pressure provide us with the willpower to reach for an apple instead?
Would we pass the bus stop and walk home if we knew that they were all the steps needed to reach our daily target? Would
we stick to a daily prescription if the doctor told us that the benefits were greater for our particular genetic profile? Perhaps.
After all, studies in diabetes, hypertension, medication compliance and weight loss have shown that patients who successfully
self-monitor their activities and set personal goals enjoy improved health outcomes and higher levels of adherence to
treatment1-6.
If this is the case, the good news is that today's wired up society is well prepared to take on the self-quantifying
challenge. Armed with our smartphones (which are estimated to be within our reach 75% of the time7), we have an
abundance of apps at our fingertips to comprehensively track aspects of our lifestyles, analyse results and observe
improvements over time. These self-monitoring tools can then be easily integrated into social health networks so that as
patients we can share experiences and advice on the best treatments.
One such peer platform is known as The Quantified Self (QS) Movement. With over 5000 members in 42 countries8,
worldwide groups have regular meetings where data is compared and different devices and quantifying approaches
reviewed. The Movement is growing rapidly, with the most popular tracking tools focusing on diet, weight, fitness and sleep
patterns. Members of the QS Movement are well aware that focusing on your health, yourself, can bring a number of benefits.
Instead of relying on personal impressions and memories to keep track of health behaviours, they make use of devices that
hold vast quantities of accurate data and automatically identify patterns and trends. When this data is analysed effectively,
personal risks can then be clearly articulated and contextualised for individuals, and health gain meaningfully mapped out


4

over time.
The case against more personal health information
It all sounds very promising doesn't it? But before we all yell 'sign me up!' and jump aboard the self-quantifying bandwagon, a
fewwords of caution...
What about the people who are unable to reach the goals their personalised tracker sets them? If a target weight or blood
glucose level remains unmet, the overriding result is likely to be frustration or disillusionment. In fact, a recent study into self-
monitoring to improve diabetes treatment found that the main concerns that patients had with the system were disappointment
with unmet expectations and difficulty fitting the programme into the demands of daily life1.
What about the people who feel pressure sharing results with peers on a social networking site? It is one thing not to
reach your own goals in private, but quite another to fail when others are watching. Some high-level users may even put
themselves at risk of harm in order to keep up the competition. One such case is that of William Flint, a man who was killed
while racing down a hill in an attempt to regain the top ranking on a cycle-tracking app called Strava9.
What about the people who take self-monitoring too far and become obsessed with keeping track of daily habits and
behaviours? Even if they don't push themselves to injury, fixating on one aspect of their lifestyle that is perceived to be at fault
can lead to increased stress and the propensity towards unnecessary self-diagnosis7.
What about the people who are weary of further intrusion into their ever-increasingly less private lives? Rather than put
up with more interference from the public or private sector in regard to their health, these people may simply prefer to ignore
the noise and bury their heads firmly in the sand.
And finally, what about the people who don't have sufficient knowledge or understanding to analyse the data that they
have been provided with? If comprehension is insufficient, then there is a risk that the user will tend towards finding faults with
themselves that may not exist. So if the user has a tendency towards self-treatment (as may be suggested by their enthusiasm
for self-monitoring) then this could at its worst lead to self-prescription, thereby doing more harm than good10.
So it's safe to say that any serious approach to self-quantification has to keep these potential risk areas firmly in mind. But the
popularity of the QS Movement also suggests that the method is working for a substantial sector of society - so what lies
between success and failure? The manner in which personalised data is delivered is vital.
The apps which make the process of data upload as effortless as possible for the end user are the ones most likely to
catch on in the long term. Currently, many tools require manual updating of records, which is not only intrusive but takes
precious time out of a person's day7. This makes it unlikely that data entry will be routine, resulting in sporadic and fragmented
records of events. The more sophisticated devices automatically record data and the best even synchronise it with online
analysis programmes in real time - providing a seamless transition with minimal disruption to the user.
Aside from the effort to upload data, a common barrier to self-tracking is simply a lack of interest or understanding. This
means that health information needs to not only be engaging, but also simple enough to be universally accessible.
The average person is likely to find sorting the data that matters from what doesn't time consuming and intellectually daunting -
in fact, many patients who have to actively monitor a condition like Type II diabetes don't always fully engage for these very
reasons11. Plus we can't realistically expect doctors to start using precious consulting time to clarify statistics that are proving


5

too mystifying for their patients.
One way to remain motivating and practical is is to explain both immediate and long-term health risks and benefits in a
straightforward yet inspiring manner. Establishing aspirational but realistic goals and providing self-efficacy reinforcing
feedback against the attainment of these goals can help bring self-monitoring systems to life, making them personally
meaningful on an ongoing basis. And if we can achieve this holy grail then maybe even those with their heads in the sand
might not want (or be able) to ignore us any longer. Of course, that's not to say that the fear of intrusion and the question of
Internet security should be ignored - many studies show that computer concerns are one of the major attributing factors to the
low uptake of digital monitoring tools4.
Health highlights:
Health behaviour change is now a critical issue.
If done well, the provision of more personally relevant health information can effectively change health behaviour:
Do:
l Base strategy on well-founded behavioural change theory (particularly goal theory and self-regulation theory) and
evidence published in reputable journals
l Promote achievable, tangible health rewards and demonstrate concrete, realistic risks, all the time allowing consumers to
set goals and receive feedback
l Make sure data is well visualised, (for example with clear and compelling infographics) and contextualised to the user's
life
l Facilitate simple, straightforward data collection that requires minimal manual effort
l Enforce tight security to protect privacy
Don't:
l Overload and overwhelm people with information, thereby boring them, or even worse, alienating them from the task
altogether
l Encourage patients to take self-monitoring to extremes or misunderstand its output, thereby negating any positive effects
and causing additional health or psychological issues


6

3. Fitness: Thiery's techno training
Caroline Howe, United Kingdom
Morten Frederiksen, Denmark
Rick Evans, United Kingdom
Meet Thiery. He's a 32-year-old social worker who is proud of his university education and what he considers his 'digital-
sawiness.' He enjoys sport but he's no fitness fanatic - since graduating, the daily gym workouts have dwindled to an
occasional run around the block. Like most of us he knows he should do more, so when friend Dan suggests a fun run for
charity it proves the perfect opportunity to get fit quick.
Day One and he turns to his trusted smartphone for inspiration. Within a couple of clicks he has downloaded a free
pedometer app, which keeps him going for a week or so - until he spots Dan's wearable fitness tracking device. One trip to
the store and €100 later, a similar gadget is his. Thiery is pretty chuffed with the purchase - it tracks his steps, the stairs he
climbs and, when he's back, his sleep patterns. Synced up with his laptop and mobile, the device displays all his data in a
handy dashboard, allowing him to input his daily food intake and rewarding him with a collection of goal orientated
'achievement' badges. Dan, of course, is still one step ahead - his device feeds into a social networking site for runners where
he tracks progress against others and thrives off 'friendly' peer competition. But Thiery's not bothered. The daily miles are
increasing and he's right on track to complete the 13 miles in a respectable time. Well, OK, he'll admit, it would be pretty great


7

if that time was a few seconds faster than you know who's...
Thiery's in good company. Thanks to a rapidly growing mobile health industry that currently boasts more than 40,000 health
and fitness apps12, his experience is becoming increasingly commonplace. In 2012, 38% of health app users tracked exercise,
fitness or heart rate13 and by 2016, the market for sport and fitness apps alone is expected to reach $4oom, with apps for
wearable fitness devices being a driving factor14'15. Big manufacturers like Nike are sharing shelf space with smaller
independent brands like Fitbit, and new names are arriving on the market every day.
But do these personal tracking devices work? Well Thiery certainly thinks so, and the data seems to agree. Fitbit say that
by seeing how much they move in real time, users walk 40% more each day to hit the recommended 10,000 steps a day16.
And doctors also approve. In 2012,90% of physicians surveyed in the US thought tracking fitness was a good thing,
with 40% thinking it could reduce the number of visits needed to their office, freeing them up for other patients17. But let's not
forget that Thiery has done his research, seeking out reputable apps and devices and paying for the 'best'. He has shown
commitment to his goals and put in the required legwork - creating his profile, carrying his device, syncing up his app and
uploading ongoing data. What about the rest of us? For those less willing or able than Thiery to put in the required effort or
resource, reaping the rewards is more of a challenge. Firstly, there's the cost. Whilst Thiery had the cash to buy his top of the
range device, for others the price of such tools (up to $200) may be prohibitive. Then there is the question of effort and
motivation. Thiery has a fun run to prepare for and a competitive best friend to beat, but without these specific goals and
ambitions, many people lack the self-discipline to make the most out of a tracking device. Because of this, no matter
how sophisticated the technology, most personalised trackers fail to impact the overall fitness of an individual or society. In
fact, when Brigham Young University in Utah analysed 127 such popular products they found that the majority fell short of
achieving this goal18.
Will more of us be successful in the future? Well the fitness tracking market seems to be aware of the potential barriers
created by lack of user motivation or engagement, and are already attempting to innovate the problems away with a variety of
'nudge' techniques.
One new product, 'Withings Smart Activity Tracker', will send you push 'buzz' alerts if you have been too inactive. And the
KickStarter app 'Zombies, Run!' turns exercise into a game - you run not because you want to get fit, but because you want to
reach safety and avoid total zombie apocalypse.
Where might this innovation lead to? Well if digital fitness solutions are really going to make a difference to our collective
health, they need to break out of the Zeitgeist. They need to make themselves accessible and attractive to the population
at large, most of whom are not so 'digitally-sawy' (or affluent) as our boy Thiery. What about a gadget designed for Thiery's
elderly aunt that encourages her to walk when she usually takes the bus? She's never touched a computer but the device
could send information directly to the manufacturer, who aggregates the data and posts it on to her as a handy print-out. The
best solution is not necessarily the most technological one.
Fitness tracking manufacturers will also need to start collaborating not just with gaming app developers but also with
social scientists who understand how to bring about behaviour change. An ideal future scenario for Thiery would be
one where tiresome manual input has been eradicated entirely. Fully micro-chipped, his data will be automatically digitally
aligned - no effort required above and beyond the hard work he puts into exercise. Instead of merely explaining how fit he is in
'numbers' and 'shapes', a more meaningful dashboard could provide an (easy to interpret) holistic output that combines
medical and injury history, genetics and biometric data. And what if fitness product providers started working more closely


8

with specialist healthcare providers and device makers? Such cross-fertilisation could result in truly useful tools that
track fitness alongside other health metrics, such as blood sugar levels or asthma medication adherence.
That's not all that tomorrow may bring. What if national healthcare systems were able to benefit from the information
provided by these digital tools and devices? What if every time Thiery goes out for a run, the chip in his wristband feeds real-
time data directly to his GP, allowing his healthcare provider to track and monitor health and fitness from afar?
Potential problems could be identified before they arise, potentially eliminating the need for some face-to-face consultations.
Statistics for whole cities and regions would be readily available - effectively providing scientists with large-scale, cost-
effective, 'real time' epidemiology studies.
And whilst Thiery doesn't consider himself'army fit' just yet, he might find that future employers use tools similar to
those already introduced by some national defense organisations. AF Tracker' monitors servicemen's exercise drills and
progress, helping everyone keep an eye on physical fitness levels. Why wouldn't the government start checking similar stats
for those working in health, teaching or social care? If they do, Thiery will be ready. He's still diligently entering data and the
big race day is drawing closer... but will he beat rival Dan? Keep those fingers crossed!
Health highlights:
Personal fitness tracking is a thriving sector that is growing by the day.
For engaged and motivated users, self-monitoring of physical activity can prove effective, leading to improved health
behaviours.
Do:
l Overcome lack of consumer self- discipline with creative 'nudge' techniques
l Collaborate with a range of third- parties including behavioural change experts to create the most effective approach
Don't:
l Ignore less 'digitally-sawy', lower socio-economic groups who cannot afford or understand expensive tracking tools


9

4. Nutrition: Marta's nutrition mission
Antonia Betts, United Kingdom
Lourdes de Pablo, Spain
Lexi Fletcher, United Kingdom
Meet Marta. At 24 years old, she's just left university armed with a master's degree and an extra 10 cms around the waist.
Now Marta is getting married and she wants to go on a diet to get in shape for her big day. So what does she do? Well what
any young, Wi-Fi connected dieter with a specific weight loss goal would do of course. Marta downloads a calorie tracking
app, plugs in her info, sticks to her personalised plan and watches the pounds melt away...
It's not an implausible scenario by any means. Just like we saw in the fitness sector, a plethora of digital solutions exist to aid
dieters like Marta - ready to collect personal data, create personalised plans, record personal eating habits and track personal
weight loss through a simple website or smartphone app. And just as was the case for Thiery, these apps and devices prove
effective for our motivated bride-to-be. After all, experts agree that collecting and recording information about your diet
encourages you to consume fewer calories, and personalised interventions have been shown to promote long-term
weight loss19-20°.
So it seems like Marta can't (or rather can) lose. But exactly who are the sugar-free fairy godmothers helping her on her
journey? Established diet giants like Weight Watchers®, Slimming World and Jenny Craig® have introduced services that let


10

consumers monitor their calorie intake and physical activity, but apart from them the main players are smaller set-ups from
outside the traditional dieting sector. MyFitnessPal, for example, is a free and easy-to-use app that provides consumers
with flexibility and freedom to fit healthy eating into their individual lives. To date, the programme has 30 million registered
users and 2 million food listings21.
So Marta has logged-on and shifted-off those extra pounds. The big day arrives and everyone agrees that she looks
absolutely FAB in the photos. But what happens if we fast forward a few months into the future...? Just 12 months on,
as Marta celebrates her first wedding anniversary with husband Karl, we find that our bride has joined the 96% of app users
who stop using a programme within 1 year after downloading it22. As a result Marta's weight has started to creep up, and
she's looking longingly at those framed photos on the mantelpiece. It seems that without the personal motivational target of
getting slimmer for her 'big day', the apps on their own just don't offer enough incitement to put down those potato chips.
And what about if we take a dive even further into the future? Fifteen years later, Marta's family has expanded to include
teenage twins and a young daughter. But that's not the only thing that's grown. Karl was feeling pretty smug back during
Marta's dieting days, when he could eat what he wanted without ever changing shape. Now it's a different picture. Karl is
every cardiologist's worst nightmare - overweight, high blood pressure, cholesterol that is through the roof and Type II
diabetes. Could the stresses of family life be to blame? The twins, 13, have suddenly shot up 12 cms and are constantly
asking to be ferried to their intensive schedule of after-school activities, often missing family meals as a result. The youngest,
Sophie, hasn't grown out of her baby fat and is proving to be a spoilt and fussy eater. Between them, Marta's clan has a
variety of very specific nutritional and health requirements. It has been no use trying to get Karl to follow a smartphone
based weight loss app like she so successfully used pre-wedding. And as for the kids?! She's worried they might not be
getting the necessary nutrition they need, but she's not entirely sure what to do about it.
Whilst personalised nutrition has to date stuck close to the topic of weight loss (and for good commercial reasons), the next
step will be to apply existing knowledge and technology to address a variety of nutritional needs. It will also involve
the creation of approaches that are increasingly intuitive, accessible and less demanding for the end user. Instead of manually
calculating calories, perhaps Karl would have more luck with an automated system such as the 'Bite Counter' device23,
essentially a pedometer for your dinner. And what about addressing his blood pressure by tracking salt intake, or cholesterol
with saturated fat? Is there a service that could help ensure that the teens are getting a nutritionally balanced diet suited to
their active lifestyle, age and gender, even when they are away from Marta's watchful gaze and faced with the lure of the
school vending machine? And now that Marta has finally steadied the scales after years of yo-yo dieting, is there a tool that
could help her maintain her weight, rather than head for a specific weight-loss target? Perhaps what Marta and her family
need is to get even more personal. What kind of individualised nutritional information could they get by looking at their
DNA? The link between our genes and what we eat is an area that is starting to receive increasing attention, meaning we may
soon have a whole new individualised spin to 'eat this, not that!' Current research has reached a stage where it can show
that certain foods enhance the action of protective (or harmful) genes, whilst others tend to suppress them. As just one
example, scientific studies in America have proven that Pima Indians from the Southwest get Type II diabetes at eight times the
rate of the White American. The hope is that with more detailed genetic profiling, we can replace blanket 'fad'
recommendations (like one glass of red wine a day) with scientifically validated customised nutrition plans. This could allow
food manufacturers and retailers to provide unique meal solutions to help consumers battle specific diseases.
Mapping out how specific genes interplay with our food intake is not going to be a short or easy task. But there are already
some interesting results that hold potential for the future. Women with the gene enzyme COMT for example, are thought


11

to take more cancer-fighting benefits from green tea than others. And most relevant for Marta's family, is the discovery that
certain people with the E4 gene for protein (27% of the UK population24) are at an increased risk of diabetes and high
cholesterol. The good news is that if you know you have this gene and take adequate steps to combat it - stop smoking, give
up alcohol, exercise regularly, and so on - you can remove the genetic predisposition entirely.
What could this mean for Karl? So far he hasn't paid much attention to his cardiologists repeated pleas to avoid the extra
servings of chips. And perhaps this behaviour isn't entirely irrational - after all, GPs routinely put people on low salt diets to
control high blood pressure even though evidence suggests that it doesn't work for as much as half the population. But what if
he found out that his specific genes put him at increased risk of high cholesterol? Would this knowledge make him more
likely to finally change his health behaviour for the better?
The potential for the food industry to capitalise on this research in the future is tremendous. And in the meantime, the wealth of
health data on food choice and related nutrient intake that manufacturers and retailers have amassed over the
years could be shared with the scientists attempting to map out our nutritional genetics. One such project is the European
Food4me25 initiative - it's certainly something for Marta and the gang to look out for in the future...
Health highlights:
The multi-million Euro weight-loss industry has created a natural demand for personalised nutrition.
Future success rests on expanding this model to a variety of nutritional needs, as well as ensuring approaches are less labour
intensive and longer-lasting.
Do:
l Provide personal health information beyond calories
l Collaborate with food scientists to explore the potential of personalised nutrition based on individual DNA
Don't:
l Assume all users have a fixed and motivating long-term goal


12

5. Adherence: Claude's case of compliance
Carsten Edwards, United Kingdom
Jean-Marc Mosselmans, France
Michael Dumigan, United Kingdom
Meet Claude. He's a 43-year-old family man who has recently been diagnosed with hypertension. His physician has
prescribed him a broad range of medications (in fact it seems to Claude that there is a new one everyday), accompanied by
strict instructions on the importance of taking them daily. Both his doctor and his wife (the latter via a lot of Googling) have
forewarned him of the unpleasant consequences his disease could bring. At the bottom sits a myriad of minor complications
and time-consuming visits to the clinician, in the middle follows a range of irreversible impairments from cardiac events and
right at the top: DEATH. By all accounts Claude's got a lot of good reasons to adhere - and he does, but only sometimes.
So why don't death, decline and inconvenience weigh more heavily on Claude's mind? It may seem nonsensical to an
observer, but the reality is that Claude's attitude is a common one - only 50% of patients in developed countries adhere
to their medications as prescribed26
. It is estimated that each year in the EU alone, mis-dosing and non-adherence results
in 134,500 otherwise preventable deaths and €125 billion of costs due to unnecessary hospitalisations, medical procedures
and physician treatments27. And all of this is without even considering the impact of poor health on productivity and quality of
life. Furthermore, Claude's hypertension is only one of a myriad of diseases that suffer from poor adherence. In diabetes,


13

good glycaemic control is associated with reduced resource utilisation; however, 43% of patients don't achieve adequate
control and insufficient medication is a key reason for this28'29. Likewise for those with schizophrenia, risk of relapse is 3.7
times greater if they are non-adherent - yet this is the case for over 50% of patients their first year out of hospital30.
Sobering statistics. So again we have to ask, why is this the case? Surely our health is our most valuable asset. Well the fact
is that many patients, even when faced with the wagging finger of a clinician, fail to connect the consequences of their
inaction to the serious, and often inevitable, health risks of non-adherence. The reasons for this are complex.
Adherence is strongly influenced by the environment in which people live, as well as how healthcare systems and practitioners
deliver care. It is also intrinsically linked to an individual's perception of illness, their level of self-management, confidence and
motivation and preconceptions about the outcome of treatment26. So maybe it is that Claude lacks trust in that wagging
clinician finger, especially if that finger continues to push an ever increasing range of medications in his direction. Or it might
be that unlike much of today's world, there is no independent positive feedback loop to help him stay on track. Side
effects, whilst minor, are real and present; long-term consequences are mere probabilities. For Claude, adherence brings no
instant reward nor immediate punishment.
So how can we help Claude face reality? To date, two main approaches have been taken to deal with non-compliant
patients like Claude. The first, education, strives to improve knowledge and awareness of risks but can be costly, time-
consuming and often ineffective. The second - the simplification of treatment regimens - aims to alter the dosage frequency or
mode of administration of certain drugs, most notably statins. Some success has been enjoyed in both areas but two things
are still clear: simplifying a dosing regimen is unlikely to affect a person who does not believe that the therapy will improve
their health; and knowledge alone is not enough to ensure good adherence habits. On top of this, healthcare systems tend to
see adherence from the perspective of the overall population, which means that the impact on individuals is lost among the
statistics. Yet no number is scarier than One, when the 'One' being referenced is you. So providing more personal
health information to patients like Claude may be the best way to tackle the problem of non-adherence.
There are already a number of successful examples utilising this approach in the marketplace, suggesting that such a
strategy has potential. In the spheres of smoking, weight loss and diabetes for example, daily psychological support can be
provided for extensive periods online, with patients receiving individual progress reports and goal-orientated messaging via
interactive websites and SMS. Furthermore, such programmes can address 'non-compliance' with specifically targeted
customised messages, and offer follow-up support for months or even years after the health goals have been reached - two
methods that behaviour change studies have found to be particularly effectives31.
Your health, yourself Claude's Case of Compliance
The digital technology behind these approaches allows patients to be reached at anytime of the day, wherever they
may be - putting medication in the forefront of minds and naturally building adherence into lives like never before.
But guess what? Once again, just as we saw in nutrition and fitness, these new methods prove to be most effective amongst
patients who are already reasonably well motivated and 'digitally-sawy'. What about those people who simply can't
remember to take their medicine, or don't want to? For these patients, a different approach is being explored that allows
doctors and carers to take a more active role in adherence monitoring. One example of these new 'smart technologies'
has been designed by SentiCare® to let a designated care advisor know when a patient has forgotten to take their medicine or
otherwise veers from their prescription guidance. The technology revolves around an intelligent 'PillStation', which scans pill
containers whenever the lid is closed.


14

Some are taking this smart technology even further. The latest methods being tested actually put microchips into
medicines, allowing HCPs to track the treatment as it passes through the body, thereby monitoring how and when it is
delivered to the individual. In August 2012, the US FDA approved the first such pill for testing and many think that this type of
personalisation holds a lot of potential for the future. In markets where patients are reimbursed for prescriptions, microchip
tracking could be linked to economic incentives to ensure full treatment compliance.
What lies ahead for patients like Claude? There is an obvious opportunity for pharmaceutical companies and healthcare
providers to strengthen their products' value propositions by providing programmes which support optimal adherence. Patient
education, ongoing patient support, training for personal and comprehensive communication strategies can all help patients
like Claude stay on track when they most need it. And the patient is not the only beneficiary. Adherence programmes can be a
great way to create long-term relationships between brands and consumers, enhancing corporate reputations and
encouraging loyalty.
In order to create an environment that supports optimal adherence, it will be essential for the industry to work with
communication specialists in order to truly understand the distinct needs of different audiences. Input from multiple
stakeholders will be needed to develop messages and tactics that are effective in influencing behaviour. The urgency in
realising this opportunity will become increasingly apparent as non-traditional healthcare players, routed in big data, strip
funding from medications and emphasise the non-pharma aspects of treatment regimens. So Claude, it's time to take your
medicine!
Health highlights:
Non-adherence is a serious problem for the healthcare industry, costing lives and money.
Personalised approaches to compliance have the potential to improve individual adherence behaviour.
Do:
l Work closely with expert communicators and multiple stakeholders to create truly engaging patient support programmes
l Embrace new technologies to support those unable or unwilling to take responsibility for their own treatment compliance
Don't:
l Treat adherence from a total population perspective - solutions should be tailored to the individual


15

6. Over-The-Counter (OTC) Dana's daily dose
Andreas Kindler, Germany
Ditlev Ahlefeldt-Laurvig, United Kingdom
Lisa Roby, United Kingdom
Meet Dana. Better yet, come back and meet Dana tomorrow. Right now she's got one of her infuriating weekly headaches and
let's be honest, she's not much company. Yes, we know, she should pay her GP a visit and sort it out but you know what
Dana's like, she doesn't want to bother anyone. Easier to just pop by the supermarket pharmacy whilst doing her weekly
shop and pick up a packet of 'PainAway' pills - a reassuringly familiar brand that she has used since these darn headaches
started on her 30th birthday, nearly 4 years ago.
Up until now Dana has just got on with it, managing her symptoms pretty successfully in her opinion. But recently a few
doubts have started to niggle. Is she too tense? Does she need glasses? Or could it even be something more serious? Before
causing a fuss and scheduling what would probably be an unnecessary appointment, she conducts a little Internet
research and quickly comes across a useful online clinic hosted by one of the private pharmacy chains. The automatic
symptom checker suggests that she suffers from chronic migraines and advises her (no surprises here) to consult her GP. For
once, she agrees.
So is Dana's behaviour normal? Indeed it is. Like Dana, more and more of us are self-medicating or turning to the


16

advice of pharmacists before heading straight to our GP or specialist. In fact, nearly two thirds of seasonal allergy
sufferers have been shown to only visit their doctor if self-medication doesn't work sufficiently32. This trend is no doubt
encouraged by recent developments in the European pharmacy industry. By expanding into multiple retail channels,
accessibility to over the counter (OTC) medication has increased dramatically at the same time as fresh and
innovative products have hit pharmacy shelves. Relaxed regulations have led to the arrival of new players including many
mass-market supermarket chains and as a result not only is the entire sector experiencing unprecedented growth -but the
stakes are rising.
So how does the theme of personalised health fit into this picture? Well for forward-thinking pharmacies the benefit of a more
individualised approach could be twofold: improving public health whilst providing a much needed competitive edge.
Knowing that Dana (like many of us) approaches her purchase of OTC medication like any other consumer good means that
the brands looking to shine will have to think harder about each patient's particular shopping experience. Many OTC retailers
are already capitalising on this by offering personal apps at the point of sale, allowing consumers to access information and
offers relevant to them through codes and links on their smartphones. But why not get even more up close and personal?
The world of retail offers a cosy environment for OTC manufacturers to forge stronger and more meaningful
relationships with consumers, but only if they place sufficient value and focus on building brands. Whilst Dana might not be
open to advice from a huge unfriendly sounding pharmaceutical, she might listen to lifestyle recommendations from a name
she trusts - like 'PainAway' or the own-brand of her preferred supermarket. Plus, where better to introduce an incentive or
loyalty programme than in the supermarket aisle, where consumers are already familiar with systems of point counting and
coupon clipping? What if a 'health value' was attached to the different consumer health products offered by the pharmacy -
from functional food products to OTC medication - and this data was collected and exchanged into personalisedcustomer
incentives and membership privileges?
Apart from encouraging loyalty, personalised health information can be used in other ways by innovative pharmacies to deliver
truly effective patient care. Self-monitoring products have long been used to help millions of people worldwide treat
lifestyle diseases such as diabetes, hypertension and high cholesterol. As technology advances, allowing for more precise
consumer data and more high-tech devices, the opportunity for OTC to create mutually beneficial applications is clear. In
2012, Alliance Boots launched the Eye Checkmobile app, a consumer service that performs checks and tests across a
range of eye health markers including visual acuity, duochrome and colour astigmatism. Users can track results, receive
individualised eye health advice and even use the integrated Boots Optician finder to locate their nearest store and make an
appointment.
And if you think that sounds futuristic, wait until you hear what else the industry innovators have in the pipeline. In the coming
years, the hot phrase in OTC circles is sure to be 'laboratory miniaturisation.' What this concept aims to do is allow users to
conduct specialised tests in the comfort of their own home, using small personal devices, or 'labs-on-a-chip'. For doctor-
adverse patients such as Dana, this technology could be especially appreciated, allowing her to detect the early onset of
disease and instantly get test results without the inconvenience of a clinic visit
And if she does need a second opinion, hi-res cameras and imaging algorithms will enable her self-medication to be supported
by the remote observational screening of a medical practitioner.
Capturing and sharing personal data in this manner brings obvious advantages to both the patient and the pharmacy who


17

supplies their medications. In so far as regulation allows, cross-analysis of an individual's lifestyle and health behaviour can
reveal opportunities to promote healthy lifestyle options and products that will improve patient health and
pharmacy sales. Just as consumer brands have been doing for years, OTC manufacturers can now start to understand the
real world behavioural patterns of their consumers and tailor promotional messaging in real time. Customer websites can be
automatically customised to perfection, and individualised communication - emails, voicemails, responsive digital billboards in
the public space - can all deliver promotional messages that fit the current needs of the patient.
But what about Dana? Well the good news is that she has felt much calmer since her official migraine diagnosis. However,
she's now faced with a new health concern. Encouraged by her recent experiences of online health she took the advice of
best friend Joyce (and 230,000 other users) and joined 'HealthOn', a pharmacy support and loyalty programme. During
the sign-up health check and profiling the system noticed that the cholesterol results of a recent blood test were far from ideal.
At first Dana was alarmed but HealthOn has really helped her take control of the situation. As a member she has free
access to an online 'virtual clinic'with real physicians, one of whom recently recommended a brand new cholesterol-
lowering OTC product in place of an expensive prescription. Plus the membership gives her a 15% discount on most
medications, free delivery and the culmination of'health-value' points, which she can exchange for rewards such as health
services or product discounts.
All in all, Dana is feeling happy and healthy. The highly personal attention she enjoys from the online pharmacy reassures her
that everything is ticking along nicely and for once the health information they send is right on target The articles are
interesting to read and pleasant to receive with a friendly tone that makes a nice change from the usual pushy emails and door
drops. And then there is the MediFriendTM - a state-of-the-art healthcare device that regularly and easily evaluates her main
health stats. After saving up enough health-value points she redeemed them online for the product, and all she has to do is put
a small drop of blood on its little screen every day - everything else is automatic. Data is transmitted to a central database
and immediate feedback is sent on the results. Not only can she track her cholesterol levels - her main concern at the moment
- she can also receive feedback on her OTC pain medications to ensure she has the optimal dosage. If anything looks
untoward, Dana is immediately notified and an appointment (either in person or online) is booked with an appropriate
healthcare professional. Which is one less headache to worry about!
Health highlights:
Patients who regularly self-medicate with OTC products are good candidates for self-quantifying their health.
Future solutions can help consumers (safely) take increased responsibility for the treatment of common, chronic conditions.
Do:
l Support autonomous individuals with tools that give personal control without replacing professional health oversight
l Create simple solutions that provide automatic feedback and require little manual effort
Don't:
l Rely on technology to do all the work. Digital devices need to be accompanied by scientifically sound behavioural support


18

7. Personalised Medicine: Harry's inherited health
Beril Koparal, Turkey
TraceyWood, United Kingdom
Thomas du Plessis, United Kingdom
Meet Harry. In fact, chances are you already have. Harry's a bit of a health freak you see. So if you've been to your GP
recently, visited a health food store or even logged-on to an Internet health forum or two, probability is you have crossed his
path. Being as health focused as he is, Harry is very keen to understand as much as he possibly can about his health
and the potential medical conditions he may face in the future. When he found out about the affordable new online DNA
testing kits, he couldn't believe his luck. He had always wanted to discover more about his genes and now for a mere hundred
dollars, rather than a few thousand, he finally could. He ordered two (just to be sure) and waited patiently for them to spit out
his genetic secrets.
When Harry first logged on to see his results, he was distraught. Clicking through to 'My Disease Profile', the first thing he
discovered was that he had an 'Elevated Risk' of a heart attack. He was also told that he was at 'slightly higher odds' of
schizophrenia and had a reduced ability to break down a toxic by-product of alcohol and cigarette smoke called acetaldehyde.
But as he continued reading he relaxed - the information seemed too general to illicit any real concern. Plus, there were
a couple of points he quite liked the sound of - he was more likely to taste certain bitter flavours (he didn't realise some people


19

couldn't), shared a genotype with 'many world-class sprinters' and enjoyed a reduced sensitivity to the smell of BO. All in all,
Harry thought that wasn't too bad.
Was Harry's test a waste of time? Personalised medicine, defined as the diagnosis and treatment of patients based on
their individual characteristics, presents arguably the most important development for medical science and healthcare in
recent decades. After all, as Hippocrates once said: "It's far more important to know what person the disease has than what
disease the person has." But the journey towards a fully functioning personalised medicine approach has not, and
will not, be easy. To date, some of the most promising 'personalised' medications have failed to get regulatory approval,
whilst others have not been profitable in the marketplace. It requires large quantities of accurate and segmented patient and
population data, without which results are no more insightful than Harry's mail order mess. As his example has shown, the
industry still has some way to go before all the results of genetic testing can be usefully applied. But that doesn't
mean the test was a waste of time.
Even though physicians currently use all the available and observable evidence they can to make a diagnosis or prescribe a
treatment tailored to each individual, current response rates for drugs are still low - averaging 50% across all categories and
just 22% in oncology33. Personalised medicine could be the solution for improving these response rates as well as
minimising the side effects associated with many therapies.
The encouraging news is that a number of notable success stories already exist.
Numerous drugs have been developed for a variety of cancers, including breast and rectal, that can only be prescribed to a
subset of patients with tumours that have specific protein markers or gene mutations. This targeted approach has
demonstrated impressive results in oncology. And in HIV, physicians regularly prescribe a cocktail of drugs tailored to the
genetic subtype of each patient -often extending the life expectancy of the newly diagnosed by 20 to 25 years33. And it is
not just the actual diseases that shrivel in the face of targeted, genetic approaches. Personal data also plays a crucial role
in the avoidance of treatment side effects. Warfarin, used to prevent blood clots, is now only recommended for specific
genetic profiles that are known to respond to the drug - thus avoiding potentially serious consequences. So whilst Harry's do-
it-yourself testing kit was not particularly illuminating, the data underlying it are already being put to use in other medically
significant ways.
So can Harry expect something more useful tomorrow? What these handful of examples demonstrate is that
personalised medicine has a definite future -the only question is how and when. One possibility is that the pharmaceutical
industry, who face growing pressure to develop affordable accessible medicines for markets across the world, will use
personalised medicine to successfully deliver cost-effective treatments to clearly defined subsections of the population.
Another is that scientists will concentrate their research on the slew of common, chronic diseases like Type II diabetes,
rheumatoid arthritis, obesity and coronary heart disease that have a significant genetic component. But it is not just
new drug development that offers opportunities. R&D departments should also take a second look at drugs which have
failed clinical trials due to low efficacy across the general population or dangerous side effects. Are these treatments
actually genetically sensitive, with potential to deliver great results to a specific, but significant subgroup of patients?
Of course, as personalised medicine changes the way individuals understand and manage their health, a new set of moral
dilemmas will also come into focus. Let's imagine that there really is someone for everyone and even with his obsessive
health habits our hapless Harry falls in love and gets married. How does he feel when his wife brings up the question of
genetic testing on their unborn child? Harry had been more than happy to send off for his own DNA testing kit and analysis


20

but do the same rules apply for his kid? As the technology becomes increasingly sophisticated and more widely practiced, this
is an area of personalised medicine that will affect us all.
What does this all mean for Pharma? Making personalised medicine work will require dramatic changes in pharmaceutical
business strategy, including the creation of business models with unfamiliar new capabilities. But the truly forward thinking
companies will realise that it is not just what happens deep underground with the hard working scientists in Rc&D that spells
the recipe for success. Since personalised medicine presents such a completely new approach for patients and professionals,
it will be how these products and methods are marketed and communicated that really separates the winners from the
losers. Brands and companies that wish to profit from personalised medicine will require the development and
implementation of clever, connected strategies across the full range of medical communication disciplines.
Success will ultimately depend on the ability to demonstrate value to a wide range of demanding stakeholders. This means
that payer communications, medical education, expert engagement, PR, brand development and digital strategy will all be
critical elements of any intelligent marketing plan.
Finally, traditional mass-marketing approaches will no longer be appropriate for the range of new, individual drugs.
Embedded within the fabric of future communications, campaigns will need strategies that enable patients to understand
their personal data and treatment pathways. And let's not forget dear Harry. His experience with the online testing kit has
left him a little wary of all things DNA, which means it might be time to reach out with that proverbial (organic) carrot and build
back a little trust...
Health highlights:
Personalised medicine has the potential to provide patients with highly effective, targeted treatments whilst reducing risks of
dangerous or undesirable side effects.
The industry has its work cut out in developing a fully functioning approach that brings real added value to patients,
professionals and healthcare providers.
Do:
l Support autonomous individuals with tools that give personal control without replacing professional health oversight
l Keep communications friendly, relevant and meaningful
Don't:
l Rely on technology to do all the work. Digital devices need to be accompanied by scientifically sound behavioural support


21

8. References
1. Barlow J, et al. Self management approaches for people with chronic conditions: a review. Patient Educ Couns
2002;48:177–87.
2. Benhamou PY. Improving diabetes management with electronic health records and patients' health records. Diabetes Metab
2011;37(Suppl 4):S53–6.
3. Dennis EA, et al. Weight gain prevention for college freshmen: comparing two social cognitive theorybased interventions
with and without explicit self-regulation training. J Obes 2012;2012:803769.
4. Parker R, et al. An electronic medication reminder, supported by a monitoring service, to improve medication compliance for
elderly people living independently. J Telemed Telecare 2012;18:156–8.
5. Ralston JD, et al. Patients' experience with a diabetes support programme based on an interactive electronic medical
record: qualitative study. BMJ 2004;328:1159.
6. Wagner PJ, et al. Personal health records and hypertension control: a randomized trial. J Am Med Inform Assoc
2012;19:626–34.
7. Lathia N. Using idle moments to record your health via mobile applications. Available at:


22

http://www.cl.cam.ac.uk/ nkl25/publications/papers/lathia_mscss12.pdf (Last accessed May 2013).
8. Swan M. Crowdsourced health research studies: an important emerging complement to clinical trials in the public health
research ecosystem. J Med Internet Res 2012;14:e46.
9. Forbes. A quantified self fatality? Family says cyclist's death is fault of ride-tracking company strava. Available at:
http://www.forbes.com/sites/kashmirhill/2012/06/20/a-quantified-self-fatality-family-sayscyclists-death-is-fault-of-ride-tracking-
company-strava/ (Last accessed May 2013).
10. Santana S, et al. Informed citizen and empowered citizen in health: results from an European survey. BMC Fam Pract
2011;12:20.
11. Choose Control Survey. Choosing to take control in type 2 diabetes. Available at:
http://www.diabetes.org.uk/Documents/Reports/Choose_Control_report.pdf (Last accessed May 2013).
12. Mashable. Top health and fitness apps to improve your workout and diet. Available at:
http://mashable.com/2012/04/29/best-fitness-apps/ (Last accessed May 2013).
13. Mobi Health News. Pew: 19 percent of smartphone users have health apps. Available at: http://
mobihealthnews.com/18965/pew-19-percent-of-smartphone-users-have-health-apps/ (Last accessed May 2013).
14. Mobi Health News. By 2016: $400M market for health, fitness apps. Available at: http://mobihealthnews.com/14884/by-
2016-400m-market-for-health-fitness-apps/ (Last accessed May 2013).
15. ABI research. Wireless health and fitness. Research report RR-MEDS-11. Available at:
http://www.abiresearch.com/research/product/1005339-wireless-health-and-fitness/ (Last accessed May 2013).
16. Fitbit Blog. Available at: http://blog.fitbit.com/ (Last accessed May 2013).
17. Float Mobile Learning. Available at: http://floatlearning.com/mhealth/ (Last accessed May 2013).
18. ABC News. Exercise apps don't always work out, study says. Available at: http://abcnews.go.com/Health/obesity-epidemic-
smartphone-fitness-apps-work-brigham-young/story?id=17322887#.UJu7UKTPyME (Last accessed May 2013).
19. Cheskin LJ. A personalised intervention reduced weight regain in overweight and obese adults who had recently lost
weight. Evid Based Med 2008;13:109.
20. Hollis JF, et al. Weight loss during the intensive intervention phase of the weight-loss maintenance trial. Am J Prev Med
2008;35:118–26.
21. Business Wire. MyFitnessPal community reaches 30 million users, extends reach through new API. Available at:
http://www.businesswire.com/news/home/20121016005540/en/MyFitnessPal-Community-Reaches-30-Million-Users-Extends
(Last accessed May 2013).
22. Daily Mail. Women have tried 61 diets by the age of 45 in the constant battle to stay slim. Available at:
http://www.dailymail.co.uk/health/article-2117445/Women-tried-61-diets-age-45-constant-battle-stay-slim.html (Last accessed
May 2013).


23

23. Bite Technologies. Calorie counting made easy. Available at: http://www.icountbites.com/ (Last accessed May 2013).
24. University of Reading. The ApoE gene fact sheet. Available at:
http://www.reading.ac.uk/web/FILES/reas/EthicsGenotypeFactsheets.pdf (Last accessed May 2013).
25. Food4Me. Available at: http://food4me.org/ (Last accessed May 2013).
26. World Health Organization. Adherence to long-term therapies: evidence for action. Available at:
http://www.who.int/chp/knowledge/publications/adherence_report/en/ (Last accessed May 2013).
27. World Health Organization. Fifty-fifth World Health Assembly. Third report of Comittee A. Available at:
http://apps.who.int/gb/archive/pdf_files/WHA55/ea5552.pdf (Last accessed May 2013).
28. Briesacher BA, et al. Comparison of drug adherence rates among patients with seven different medical conditions.
Pharmacotherapy 2008;28:437–43.
29. Cutler DM, Everett W. Thinking outside the pillbox. N Engl J Med 2010;362:1553–5.
30. Fenton WS, et al. Determinants of medication compliance in schizophrenia: empirical and clinical findings. Schizophr Bull
1997;23:637–51.
31. Krueger KP, et al. Improving adherence and persistence: a review and assessment of interventions of steps towards a
national adherence initiative. J Am Pharm Assoc 2003;43:668–79.
32. Be MedWise. Self-medication and allergies survey – executive summary. Available at:
http://www.bemedwise.org/survey/ExecutiveSummary.pdf (Last accessed May 2013).
33. Kulkarni A, McGreevy NP. A strategist's guide to personalised medicine. Available at: http://www.strategy-
business.com/article/00131?gko=75ee7 (Last accessed May 2013).
9. Colophon
Writers:
David Davenport-Firth
Giorgio Pasqual
Lois Hall
Caroline Howe
Morten Frederiksen
Rick Evans
Antonia Betts
Lourdes de Pablo
Lexi Fletcher
Carsten Edwards
Jean-Marc Mosselmans
Michael Dumigan


24

Andreas Kindler
Ditlev Ahlefeldt-Laurvig
Lisa Roby
Beril Koparal
Tracey Wood
Thomas du Plessis
Editor:
Rebecca Salama
Researcher:
Sophie Purvis
Designer:
John Green
Illustrations:
Scriberia
Typeface:
Ogilvy J Baskerville
Printer:
Screaming Colour Ltd. www.screamingcolour.com
No article may be reproduced or transmitted in any form without the written permission of the publisher. Copyright © 2013
Ogilvy CommonHealth Worldwide
For more information please contact: yourhealthyourself@ogilvy.com
© Copyright WPP EMEA 2014
WPP EMEA
27 Farm Street, London W1J 5RJ
Tel: +44 (0)20 7408 2204, Fax: +44 (0)20 7493 6819
www.warc.com
All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets
or the internet, e-mailed, archived or shared electronically either within the purchaser’s organisation or externally without express written permission from Warc.


25

Brands, Health and Wellness: Your Health, Yourself

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Brands, Health and Wellness: Your Health, Yourself

Ähnlich wie Brands, Health and Wellness: Your Health, Yourself (20)

Mehr von AdCMO

Mehr von AdCMO (20)

Brands, Health and Wellness: Your Health, Yourself