Revolutionizing Healthcare Marketing in Southeast Asia
At Yell Advertising, the agency is pushing the boundaries of creative healthcare campaigns that resonate emotionally while providing valuable medical insights. From groundbreaking campaigns that blend local culture with healthcare education to embracing the potential of wearables and AI, Michelle Panisara, Creative Group Head of Yell Bangkok, explains how Yell’s work is transforming how brands engage with consumers.
Please provide an overview of the clients and categories you work with in the healthcare and or wellness space. Wht kind of media channels are you using?
As a pioneering Thai network agency across Southeast Asia and China, we've the trusted partner for healthcare brands navigating the region's diverse markets for global pharmaceutical companies like Pfizer to local champions like Synphaet Hospital Group. Our expertise of regional nuances ensures each campaign resonates authentically with local audiences while maintaining global standards.
Typically, there are both traditional and digital media channels but we usually tailored comprehensive communication strategies that guide audiences through every stage of their journey – from awareness to action.
What challenges do they face in marketing, and how are you positioning brand narratives?
Healthcare marketing faces a critical challenge in breaking free from creativity constraints to genuinely connect with consumers. What we are trying to do at Yell Advertising is pushing new approaches that transform medical communication from purely informative to emotionally engaging. By extracting consumer insights and crafting unconventional narratives, we've successfully shifted audience perspectives.
For instance, our 'Telltale Story' campaign for Synphaet Hospital ingeniously motivated the 27-45 age group to undergo health screenings by combining horoscope readings with medical expertise. In the Pfizer 'Know Plan Go' campaign, we localized the message through music marketing across Singapore and Thailand – demonstrate how creative storytelling can make healthcare messaging accessible and compelling.
Given the growing market for wearables and overall innovation in consumer health, what are the opportunities for healthcare brands? Is new technology and social media helping people move to better health?
Technology is transforming healthcare by personalizing health experiences. Wearables and digital platforms enable brands to create targeted, data-driven solutions that empower consumers while social media and innovations are breaking down barriers, making health tracking more accessible, engaging, and proactive. From my point of view, the future of healthcare lies in seamless, user-centric technological integration.
What trends do you believe will have the most significant impact on your clients in the next few years?
AI is revolutionizing healthcare by enabling hyper-personalized experiences. By intelligently analyzing consumer data, brands can now tailor content, products, and recommendations to individual health profiles. This precision not only helps people achieve personal wellness goals but also enhances life quality while potentially reducing healthcare costs – making healthcare everyone’s business.