Runway Chic Meets Real-World Health Concerns: How Brands Are Using Fashion to Connect with Patients
The world of healthcare and Pharma marketing is undergoing a stunning transformation. Gone are the days of sterile imagery and dry medical jargon. Today, leading brands are embracing the unexpected – such as the world of fashion– to deliver impactful messages and forge emotional connections with patients. This issue of our newsletter highlights three groundbreaking campaigns that showcase the power of this unexpected synergy.
From shedding light on a rare disease through a collection of “unwearable” clothing to empowering those battling IBS with a dose of humor via a fashion-inspired campaign, these initiatives demonstrate the remarkable versatility of fashion in healthcare marketing. Each campaign transcends the traditional model, utilizing fashion as a bridge to connect with audiences, raise awareness, and spark vital conversations surrounding health and wellbeing.
Prepare to be inspired as we explore how these innovative campaigns leveraged the power of fashion to redefine the landscape of healthcare marketing, proving that sometimes, the most effective way to reach hearts and minds is through a well-tailored message.
Case 1
FASHION CRAMPS (UK)
Runway Relief: Buscopan Combats IBS with a Fashionably Funny Campaign
Stress and eating disorders, prevalent in the fashion industry, contribute to irritable bowel syndrome. In the UK, a key market for Buscopan, the leading antispasmodic, a print campaign emerged. Mimicking fashion shoots, models adopt exaggerated poses, humorously clutching their stomachs to divert attention.
The copy cleverly intertwines high-fashion descriptions with stress triggers. Timed during London Fashion Week, the ads strategically appeared in OOH circuits, leading fashion magazines, and hyper-targeted online ads, effectively raising awareness about IBS in a culturally nuanced manner.
This creative approach avoids overly clinical language and directly connects with the target audience, making it a significant effort in health communication. This campaign also shows that healthcare marketing doesn’t always have to look like healthcare marketing.
Case 2
THE UNWEARABLE COLLECTION (US)
A fashion line based on the experiences of patients living with generalized pustular psoriasis (GPP)
GPP, a rare and severe skin disease with painful flares, causes physical and mental suffering. Boehringer Ingelheim partnered with the artist Bart Hess and GPP patients to create “The Unwearable Collection,” an art series depicting the challenges of this condition. The Unwearable Collection TM, consists of five through-provoking designs, creatively depicting the physical and emotional burden of living with GPP (Pain of Isolation, Physical Pain, Life-Threatening, Flare Intensity) and a 5th one added in 2023 – Trapped by Uncertainty.
By understanding the physical and emotional toll of GPP – the relentless pain, the constant struggle for comfort, the social isolation – the audience can get to know the profound impact this disease has on people’s lives. Through this art project, the unseen becomes seen, the unheard becomes heard, and the often invisible struggles of those with GPP are brought into stark relief.
The Unwearable Collection is a call to understanding, a plea for empathy, and a testament to the human spirit’s ability to find creative expression even in the face of immense adversity.
Case 3
The Théo Curin Collection (FRANCE)
Fashion label Lacoste teams up with disabled athlete to create adaptable clothing collection
French apparel brand Lacoste that sponsors both Olympic and Paralympic Games national athletes has launched a clothing collection in collaboration with quadruple-amputee swimmer Théo Curin. The Théo Curin collection was designed by Curin and Louise Trotter, creative director of Lacoste, and intended for both able-bodied and disabled people. Special features, such as buttons replaced by snaps, and ties that allow the sleeves to be rolled up easily, were inspired by Curin’s daily life.
Each piece of the collection, including the logo, speaks to Curin’s life, starting with his 122km swim across Lake Titicaca, the world’s highest navigable lake, to raise awareness of environmental pollution. The collection combines adaptability with Lacoste’s signature elegance. The launch marks the first time a clothing collection bears the name of a disabled athlete, and was available to buy on Lacoste.com and in Lacoste stores.
Lacoste tackled the issue of disability in a way that is both practical and stylish. The case shows an inspiring way to address sensitive health topics in a way that is informative, empowering, and avoids stigmatization.
Key Takeaways:
our cut ABBOVE
We saw
The Power of Visual Storytelling: Fashion campaigns are masters of visual storytelling. We can see how these healthcare campaigns leveraged imagery (Buscopan’s humorous poses, GPP’s “unwearable” clothing, Lacoste’s adaptive collection) to evoke emotions, raise awareness, and connect with audiences.
The Unexpected Connection: Fashion might seem like an unlikely partner for healthcare. Seeing these campaigns bridge this gap inspires us to think outside the box and explore unconventional partnerships and marketing strategies.
Patient-Centricity: All three campaigns focused on the patient experience. We see Buscopan addressing IBS sufferers’ anxieties, GPP showcasing the struggles of the disease, and Lacoste creating clothing for a wider range of abilities.
We learned that
Emotional Connection is Key: Dry medical jargon often falls flat. These campaigns teach us the importance of connecting with audiences on an emotional level. Humor (Buscopan), empathy (GPP), and empowerment (Lacoste) are powerful tools for engagement.
Content Goes Beyond the Pill: These campaigns demonstrate that healthcare marketing is not just about promoting medications. We can learn to create valuable content that educates, inspires, and empowers patients to take charge of their health.
Specificity is Strategic: While all three campaigns addressed broad health topics, they each targeted specific audiences (IBS sufferers, GPP patients, people with disabilities). We learned the value of tailoring messaging to resonate with specific demographics and needs.
This encourages us to
Explore New Collaborations: The Buscopan campaign used fashion imagery, the GPP campaign involved patients and artists, and Lacoste partnered with an athlete. These collaborations demonstrate the power of working with others to create impactful campaigns.
Thinking Beyond Traditional Media: These campaigns went beyond print and TV ads. We can be inspired to explore new channels like social media, interactive experiences, and even fashion itself to reach target audiences.
Focus on the Human Stories: Ultimately, healthcare is about people. These campaigns inspire us to focus on the human stories behind the diseases or conditions. Sharing patient experiences and journeys can create a deeper connection with audiences.
Triggers for innovating
How might we partner with artists from diverse backgrounds to create public art installations that promote health education and spark community conversations, drawing inspiration from how fashion collaborates with artists for unique collections?
What If VR experiences allowed healthcare professionals to “walk a mile” in a patient’s shoes, simulating a medical condition similar to how fashion shows immerse viewers in a specific aesthetic?
How can we empowering patients through content?
What if we develop interactive patient portals that offer personalized health information, goal-setting tools, and peer-to-peer support networks, similar to how fashion brands utilize online communities to foster connections between customers?
How can we leverage AI to create personalized wellness apps that curate programs based on individual style preferences, mimicking a fashion stylist’s approach?
What if wearable technology transformed into health monitors disguised as stylish jewelry, seamlessly integrating health tracking with daily fashion choices?
How can we redesign healthcare facilities (waiting rooms, treatment areas, websites) to be universally accessible, akin to the concept of “adaptive clothing” in fashion?
How might we create culturally-sensitive marketing campaigns partnered with local influencers to tailor messages that resonate with specific communities, mirroring how fashion celebrates various cultures and styles?
What If educational materials and infographics were designed as visually compelling “language-less” pieces, like a universal fashion statement, readily understood by diverse audiences?
How can we partner with local influencers who speak the “language” of their communities to amplify awareness campaigns, just as fashion brands collaborate with diverse models to showcase inclusivity?
ABBOVE TEAM