Executives from Nestlé, Almirall, AB-BIOTICS and Stada analyzed Health & Wellness communication in the era of AI and information overload and shared their thoughts with Saniss.
Health communication is experiencing complex changes. While artificial intelligence accelerates access to information and social media networks multiply the voices speaking about wellness, nutrition and prevention, brands are faced with an increasingly complex question: how to build trust among consumers with more access to information, but that are also overwhelmed by the amount of information?
During this year’s international Saniss Awards gathering in Barcelona, Tomilli spoke with marketing directors from some of the most relevant companies in the sector to understand where Health & Wellness branding is heading.
Trust is no longer built through campaigns, but with consistency.
AB-BIOTICS Marketing Manager Claudia Prat says that trust doesn’t come from a single message, but rather from permanent communication backed by reliable information.
“The most important thing is to maintain constant and reliable communication, with clear messages for a specific audience. Brands must be close to the consumer and the patient to explain the benefits associated with their products in a simple way.”
In a context where recommendations abound without evidence, clarity becomes a strategic asset for any health brand.
Has wellness become another form of societal pressure?
The popularization of wellness has also brought new challenges.
According to Almirall Marketing Manager Sara de Frutos, wellness has evolved from a genuine need to, in many cases, a social expectation that is difficult to fulfill.
“Wellness is based on a clear consumer need to feel better, but in recent times it has become almost an obligation, so the responsibility of brands is to help people make decisions with peace of mind without causing additional stress.”
de Frutos’s reflection puts one of the great challenges of contemporary marketing on the table: promoting healthy habits without feeding unattainable standards.
Social Media Networks: Between democratization and disinformation
Digital platforms have completely changed the way people search for health information.
Nestlé Product Manager Maria Matachana says there is now one reality with two versions.
“It is important that brands promote and create more scientific content, but it is also true that the consumer is oversaturated with information and often doubts what to choose, so brands must create transparent content that is credible for the consumer.”
More than producing content, brands must become reliable references capable of translating scientific evidence into understandable messages.
Another one of the great challenges of health communications is to bring scientific knowledge closer to people’s daily lives.
According to Laura Farre, of Stada, effective communication begins when science stops speaking to specialists.
“Health brands have to be closer to patients and consumers with very clear messages, because in the end, you have to take the science behind health products and convert them into everyday messages. Brands have to be able to approach the consumer and talk about you to you”
While artificial intelligence, personalization and technological innovation will continue to transform the industry, leaders agree on one point: the biggest differential between health brands will not be technology, but the ability to build trust with the consumer.
In an industry where information can directly influence people’s quality of life, the future of marketing will not depend solely on creativity or technology, but on the ability to turn scientific knowledge into close, responsible and useful conversations for society.