BBDO Quarterly Highlights Analgesics Cough Cold Cardio Issue #1

QUARTERLY HIGHLIGHTS ANALGESICS, COUGH/COLD, CARDIO | ISSUE #1

IN THIS ISSUE Highlights of this issue focus on the rising importance of patient-centric services, purpose-driven marketing and consistency in communication activities. Due to this quarter being the peak of flu season, most recent practices belong to the cough, cold and flu category.

From how retailers are facilitating the home delivery of flu remedies to how marketers are offering geo-targeted prevention tips, all highlights reveal that the OTC landscape is increasingly dynamic. Staying ahead of this ever-changing environment is key for us and begins with keeping an eye on what’s happening today and constantly assessing what’s coming tomorrow.

In this issue, we would like to share with you our observations on what has been happening among the analgesics, cough/ cold and cardio brands over the last few months, which will be followed by an inspiring campaign from the broader CPG world and a special supplement of highlights from the 2014 Digital Health Summit at the CES (January 7-10, 2014).

ABOUT QUARTERLY HIGHLIGHTS: Quarterly Highlights is a report, distributed by BBDO, presenting timely perspective on trends and observations relevant to Bayer Consumer Care.

Each report will summarize recent category developments from around the world, providing considerations for the business.

We are excited to share what we see is shaping the health and wellness landscape today and look forward to harnessing these opportunities to optimize our business choices in the future.

TABLE OF CONTENTS INSIGHTS GET REAPPLIED FOR BRAND EXTENSIONS

NUROFEN RATIOPHARM

RETAILERS & BRANDS LOOK FOR SMARTER WAYS TO TAP INTO THE FLU SEASON

WALGREENS & TASKRABBIT VICKS NYQUIL/DAYQUIL

MARKETERS ENHANCE YOUTILITY THROUGH PATIENT-CENTRIC TOOLS

TYLENOL KLEENEX

ANALGESICS BRANDS JUMP ON THE PURPOSE MARKETING BANDWAGON

TYLENOL ADVIL

CONSISTENCY IN BRAND IDENTITY AND INVESTMENT REFLECTS ON SALES

THOMAPYRIN ADVIL

CAMPAIGN PICK OF THE QUARTER PANTENE

A SPECIAL SUPPLEMENT: HIGHLIGHTS FROM THE 2014 DIGITAL HEALTH SUMMIT

INSIGHTS GET REAPPLIED FOR BRAND EXTENSIONS WHAT’S HAPPENING? The marketing landscape is chaotic and getting more so. Every day brings new brands, new options, new products, new claims, new messages and new channels. In this increasingly chaotic environment, it is key for marketers to bring single-minded clarity to their brands. We see brands achieving this by striving to remain true to their brand story in all types of communication and reapplying their insights for brand extensions.

EXAMPLE(S):

“Good prices. Get well soon.”

http://www.youtube.com/watch?v=Di4Oyv7iJIc&feature=c4overview&list=UUAz52eltDsrNHcxSbBpztBw

“Number 1 in the pharmacy”

http://www.youtube.com/watch?v=NJMdfT-y56A

NUROFEN EXTENDS ITS UNSPOKEN TRUTH INSIGHT TO THE COLD & FLU RANGE

RATIOPHARM USES THE SAME PROBLEM-SOLUTION INSIGHT FOR THE LAUNCH OF DICLO-RATIOPHARM

Following on from the “For lives bigger than pain” repositioning work introduces for the analgesics range (February 2013), Nurofen introduced its new Cold & Flu range in the UK under the same creative umbrella with a shared strategy and tagline. With the new launch campaign – on air since October 2013 – the brand again celebrates people with a passion for getting on with life and communicates the lifestyle benefits to be had by using their cold & flu range products. The range is promoted in the same manner in its social media channels, where the brand posts frequent updates with photos showcasing different physical activities (e.g. tango, running, skating). Furthermore, it is important to note that the brand promotes its entire range of offerings within one campaign, rather than running separate campaigns for the individual products.

In summer 2013, Ratiopharm introduced a new TV spot for Diclo-ratiopharm – a new pain reliever for backaches, muscles and joint pains – which falls under the “Faces of Recovery” platform and uses the same problem-solution insight introduced almost a year ago.

For the launch, Ratiopharm celebrated the return of its famous twins – the brand’s distinctive asset since early 2000s. In the spot, the twins talk about the superior benefits of the new product, which they compare against other category players. It is said that Diclo-Ratiopharm doesn’t only combat against pain and inflammation, but it’s also available at a lower price, which is the brand’s unique selling proposition. In addition to the TVC, Diclo-Ratiopharm was promoted online via banner ads, again with the twins.

CONSIDERATIONS FOR BAYER: -!

-!

-!

How might we optimize the communication of our brand extensions? Would we consider extending insights to multiple categories for our brands?

Do we think Ratiopharm’s twins deliver the new product news effectively? Their return seems to have overshadowed the launch news.

Nurofen does a better job in its launch communication, because it not only stays true to its unspoken truth insight, but also defines the role of the cold and flu range within its portfolio in a much clearer manner – Nurofen Cold &Flu range targets the aches, pains, fever and congestion (visually illustrated) because its audience (go-getters) doesn’t stop when the cold/flu hits.

RETAILERS & BRANDS LOOK FOR SMARTER WAYS TO TAP INTO THE FLU SEASON WHAT’S HAPPENING? IMS Health FAN (Flu Activation Network) data is showing that the flu is spreading fast in the United States this year. The current spike is the largest increase in 15 years of data collection, with the two-week period ending January 4, 2014 showing a 193% increase for Influenza Like Illness (ILI) vs. the previous two-weeks. Fever incidences are on the rise and the worst is yet to come. What is shaping up to a bad flu season is proving to be an opportunity for retailers and marketers to play an active role in helping shoppers combat the cold and flu season thanks to timely partnerships with crowdsourcing services, geo-targeting and other tools.

EXAMPLE(S):

WALGREENS USES CROWDSOURCED DELIVERY SERVICE TO GET COLD MEDICINE TO SUFFERERS

VICKS USES GEO-TARGETING TO ENCOURAGE CONSUMERS TO BE PREPARED BEFORE THE FLU HITS THEIR CITY

Announced on January 7, 2014, Walgreens partnered with TaskRabbit, an online marketplace for outsourcing simple tasks, to make it easier for customers to get cold remedies delivered to their homes. TaskRabbit has altered its user interface in its iOS version to include the Walgreens logo and “Cold & Flu Relief Fast” as an option among its other categories. The way it works is simple. When users (TaskPosters) log in between January and February 18, they can select the “Walgreens Cold & Flu Relief Fast” option on the wheel, and, as TaskRabbit says, “simply tap the Walgreens slice, select the nearest Walgreens store, enter the products needed and indicate a preferred delivery time. From there, simply select the TaskRabbit you’d like to work with and you’ll be on your way to feeling better.” TaskPosters set a price they’re willing to pay for the task, and would-be Rabbits agree to it. They’re then paid 80% of the accepted bid upon completion of the job.

Just in time for the peak of this year’s flu season, Vicks NyQuil and DayQuil introduced a new product innovation – the new Vicks DayQuil Severe and NyQuil Severe – designed to fight consumers’ worst cold/flu symptoms. The product was launched with a 30-sec TV ad in September 2013, which zooms into people with the ugliest, nastiest, roughest, toughest cold symptoms and showcases the new DayQuil & NyQuil Severe as the ultimate reliever that has maximum symptom fighting ingredients.

More importantly, however, Vicks makes clever use of geo-targeting strategies and delivers banner ads relevant to consumers’ location – e.g. “The flu is spiking in Minneapolis. Lucky for you we created New DayQuil and NyQuil Severe” on Facebook. It also shares quick prevention tips (e.g. hand washing, avoiding close contact with sick people) on both its website and Facebook page to help consumers prevent the onset.

CONSIDERATIONS FOR BAYER: -!

-!

-!

How might we optimize our timely promotions and services?

How might we enhance our digital engagement during the peak cold/flu seasons? Would we consider using geo-targeted or symptom-targeted ads?

What Walgreens did is simply formalizing and promoting something that TaskRabbit users could already do via the platform. Brands like Pepsi and Gap previously announced smarter integrations, promoting special incentives to users beyond the regular functionality of TaskRabbit.

MARKETERS ENHANCE YOUTILITY THROUGH PATIENT-CENTRIC TOOLS WHAT’S HAPPENING? As the healthcare industry is moving towards a delivery model that is patient-centered and value-based, we see an increasing number of interactive websites and apps helping people check the ingredients of the medicine they are taking and self-monitor their health and track their ambient, so that they can diagnose their conditions and determine what they need to do/take to prevent illnesses. When linked to action, we believe that the self-health trend can contribute to a model of prevention and continuous care that will eventually lead to healthier lifestyles. Furthermore, we see this as a tremendous opportunity for brands to engage and interact with consumers to offer value added, personalized services.

EXAMPLE(S):

https://www.youtube.com/watch? v=o9Zyucm6k9A

TYLENOL INTRODUCES THE INTERACTIVE MEDICINE CHECKER

KLEENEX BUILDS THE FIRST AND ONLY FLU-PREDICTION TOOL

In January 2014, McNeil Consumer Healthcare, the maker of Tylenol, launched an enhanced consumer education website, getreliefresponsibly.com, to help patients get relief from their symptoms responsibly. At the enhanced site, consumers can now try out the new interactive medicine checker and see if the OTC or prescription medicines they are taking contain acetaminophen.

To ensure consumers are prepared for the cold and flu season, the tissue brand Kleenex in the US launched the Achoo by Kleenex this past September – the first and only cold and flu predictive tool that can determine where it will hit next, utilizing CDC (Centers For Disease Control and Prevention) data and a proprietary forecasting model developed by a global network of professors, top business leaders and highly trained analysts. Born out of the conceptual model of weather forecasts, the Achoo tool gave moms a view into sickness risks for the upcoming 3 weeks, with accuracy levels between 80-90%. At website my-achoo.com, users could enter their postcode to get a prediction of how likely their neighborhood is to get the flu and receive tips on how to remain healthy. Supported

by TV commercials, showing the unhygienic germ spreading of people with colds, the brand was also using the data to plot a route for a promotion and publicity tour in cities across the US and target digital out of home media buys in cities likely to be hit by the flu.

The site features several videos about general acetamoniphen safety, an illustrated guide on how to read medicine labels and proper acetaminophen dosage for adults and children. The site also features tips on how to keep medicines safely out of the reach of children and a companion diagram showing specific locations within the home to be extra cautious about – areas might commonly be left within the reach of children. The tools and information available on the site are easy to use and can help families ensure they get relief safely this cold and flu season.

CONSIDERATIONS FOR BAYER: -!

-!

How might we use these type of tools and/or technologies to offer more added value to our consumers?

While the flexibility of digital channels allow brands to serve as a website resource and expand their functions via real-time and personalized forecasts, it is important to note that questions may arise in terms of credibility and regulation.

ANALGESICS BRANDS JUMP ON THE PURPOSE MARKETING BANDWAGON WHAT’S HAPPENING? In a world of hyper-transparency and 24/7 communications, consumer preference is shifting towards brands and organizations that embrace “purpose” - a reason for being beyond making profits. According to a recent study, 91% of US adults are likely to switch brands if another of similar price and quality supports a good cause. As a result, we see an increasing number of brands striving to embrace causes to really connect with their consumers. Beyond marketing, “purpose”, when executed with honest intent and a long-term view, becomes an essential element of organizational culture, values and future success.

EXAMPLE(S):

http://www.youtube.com/watch?v=v7KXXO3T3-k

http://www.youtube.com/watch? v=i-Th3kunTPs

TYLENOL INVITES MOMS ACROSS THE COUNTRY TO JOIN TOGETHER IN SMILING IT FORWARD

ADVIL CELEBRATES ACTIVE VOLUNTEERS WHO DON’T LET PAIN HOLD THEM BACK

Inspired by the heartwarming smile of a child and the millions of photos that moms proudly post online of their children every day, the Tylenol brand’s “Smiling It Forward” campaign is a way to share smiling photos for a good cause. The power of the campaign was set in motion in September 2013 by How I Met Your Mother star and social media mother of two, Alyson Hannigan. By sharing the first smile of her two daughters, Hannigan triggered the first mobile medical clinics that provide healthcare services to underserved children throughout the US. Until mid January, moms were invited to join in by sharing their own smiles at smilingitforward.com, promoting Tylenol to make a $1 donation to Children’s Health Fund, helping ensure to a doctor’s visit is always within reach for children in need.

Earlier in 2013, Advil’s digital campaign “#ReliefInAction” featured both real people and celebrities through a variety of different digital and social platforms including their website (www.advil.com), Twitter and display banners. Each channel touted Advil’s ability to provide both functional and emotional relief: (1) promising volunteers that Advil would not allow pain to get in the way of helping others and (2) proceeds of an Advil purchase would help support both Habitat for Humanity and Wounded Warrior Project. For every product purchased from May 2013 to December 2013, Advil donated $0.05 to Wounded Warrior Project up to $150,000 and $0.05 to Habitat for Humanity International up to $400,000.

Advil kicked off its campaign relief efforts with Aziz Ansari performing an intimate and surprise standup show for 100 Hurricane Sandy volunteers. Following that, Advil encouraged consumers to participate via Twitter, Instagram and YouTube by watching videos as well as tagging photos with #ReliefInAction of people giving back.

CONSIDERATIONS FOR BAYER: -!

-!

-!

Partnering with respected organizations adds more credibility and utilizing a well-known spokesperson can unlock media opportunities.

Rather than simple donations in exchange for smiles, Tylenol could have centered the purpose around its products or benefits. Advil’s “Relief in Action” campaign is a better example of purpose marketing because the brand is on a mission to support people helping each other through the active promotion of pain relief.

If social purpose is rewarding, could not having a cause be detrimental to brands? And, if we have a purpose, how might we ensure standing out from the crowd?

CONSISTENCY IN BRAND IDENTITY AND INVESTMENT REFLECTS ON SALES WHAT’S HAPPENING? In an era when the only thing that seems certain is change, consistent branding remains key for brands to maintain their top-of-mind awareness, loyalty and reliability.

According to a global research study, 64% of consumers say they need to hear information from a company 3 to 5 times before they believe the message. As marketers increasingly acknowledge that communication content should be persistently working to build upon their brands’ identity and strengthen the single-minded proposition, we will be seeing an increasing number of brands hammering their brand story over and over again to ensure they stay top of mind and eventually grow their business.

EXAMPLE(S):

“There are 37 types of headaches that you can cure”

3 agents

“15 min faster”

http://www.ispot.tv/ad/7bgr/advilwhite-box

“On the point against headache for 65 years”

http://www.youtube.com/watch?v=rdEptlm4IAk

THOMAPYRIN’S CONSISTENCY LEADS TO STABLE SALES Positioned as the headache expert of all types of pain for everyone, Thomapyrin, Germany’s no. 3 pain relief brand, has been seeing relatively stable sales results compared to Aspirin over the past years. Considering its consistently heavy media spend, year-round presence (3 weeks on, 2 weeks off air) and local heritage for over 65 years, the success is no coincidence. What is interesting though is the fact that they have been consistently reflecting the same brand image and story across all media channels (e.g. TV, print, online). Over the past years, a few minor things have got updated to give the brand a more refreshed look, but overall the brand’s key message remains the same. Thompayrin is the expert in curing all 37 types of headaches and it has a concrete promise – “15 minutes faster pain relief” thanks to the combination of its 3 active ingredients, which is visualized in a very simple manner. The brand has been airing the same TVC (“On the Point Against Headache” in 26-second and shorter versions) for more than two years by now, which depicts different types of people with different types of headache problems and communicates that there is only one solution for all – Thomapyrin.

CONSIDERATIONS FOR BAYER: -!

-!

-!

How might we make better use of iconography while communicating our product story?

How can we ensure communicating consumer end benefits more clearly and consistently?

Would we consider year-round presence for some of our spark brands?

http://www.youtube.com/ watch?v=Iz3OKM3SOPg

NEW FAST ACTING ADVIL REVEALS INCONSISTENCY AND SEES SIGNIFICANT DECLINE IN SALES In September 2013, Advil announced its latest innovation in pain relief – Fast Acting Advil Film Coated Tablets, which marked the debut of Advil Ion Core Technology in the United States and made a fairly large departure from the other testimonial- and cause-based work.

Initially, from the launch of 15-second tactical announcement TV spot up until October 2013, the Fast Acting Advil saw sales of $ 4.9 MM. However, after the first week of October, it saw significant declines, which, we believe, are due to the highly functional communication that lacks a clear end benefit, as well as the inconsistency the campaign showcases across different channels. While the print ads communicate that the new Advil tablets “stop pain in its tracks before it gets worse”, the Advil website focuses on the fact that they are “built for speed”. There also seems to be inconsistency in the artwork – e.g. dark blue background in the print, light grey background on the website. Currently, three copies are on air for the new Advil (15-sec tactical spot in which we see an Advil tablet flying extremely fast and breaking through the word pain, and the 30- and 15-sec versions of the freight train spots with the spokesman), yet sales haven’t yet gone back up again.

CAMPAIGN PICK OF THE QUARTER PANTENE PHILIPPINES: “LABELS AGAINST WOMEN” THE CHALLENGE: Procter&Gamble-owned haircare brand Pantene’s purpose is to help women shine and achieve their true potential. In order to bring this to life, Pantene needed to connect with its target audience – all women regardless of age – beyond its functional benefits and show what the brand stands for by focusing on what might be holding them back from shining.

THE WORK: The brand identified the gender bias as a territory where it could make an impact.

Based around the insight that women tend to be labeled unfairly compared to men and that they hold themselves back altogether doing something they want to do for themselves or some achievement they want to attain, the brand’s 60-second TV spot displays the double-standards men and women face in the workplace, while a lovely cover of “Mad World” by Tears for Fears plays in the background. A man is the “boss”, while a woman is “bossy”. A man is “persuasive”, while a woman is “pushy”. He is “neat”, but she is “vain”. He is “smooth”, but she is a “show-off”.

“Don’t let labels hold you back. Be strong and shine,” says the copy at the end.

P&G backed up the creative work by commissioning a third party research agency to conduct a survey that gave “Labels Against Women” more context. The survey really supported the work. The most startling statistic that represented the current state of the Philippines with respect to gender bias was that 70% of men think that “women need to downplay their personalities to be effective”.

THE IMPACT:

http://www.youtube.com/watch?v=kOjNcZvwjxI

The ad aired twice on TV in the Philippines and was then posted online. Today, YouTube views have surpassed 37 million. It’s too soon to see the impact on sales, but the campaign has generated so much conversation and coverage that the brand’s marketing team is “confident that it has established an emotional connection with consumers” (Source: Contagious Magazine Interview). More importantly, however, the 60-second ad from the Philippines became the first Filipino ad to be exported to the US, of which Facebook COO Sheryl Sandberg is a huge fan. “This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways,” Sandberg wrote on her Facebook page.

CONSIDERATIONS FOR BAYER: -!

-!

Some of our upcoming projects could be a good opportunity for us to bring to life our brand purpose in a powerful manner (e.g. Project Ambition).

Are we thinking enough about leveraging unspoken truth insights in order to build a more meaningful connection with our consumers?

A SPECIAL SUPPLEMENT:"

HIGHLIGHTS ! " FROM THE 2014 DIGITAL HEALTH SUMMIT ! "

OVERVIEW" Never before have patients been more empowered to take control of their own health. As a younger, more healthconscious population enters the market and the Baby Boomer generation looks for better ways of managing their health, health and wellness are becoming increasingly patient-oriented. As a result, we see manufacturers and developers striving to give people control through consumer-based digital health and wellness devices, related applications and services." " From earbuds that monitor your heart rate to forks that follow your every bite, most inventive new health technologies are introduced at the Digital Health Summit every year in the beginning of January, which takes place at the Consumer Electronics Show (CES) in Las Vegas, Nevada. " " CES, which last year attracted more than 152,000 people, dedicated 40% more space to digital health exhibitors this year than in 2013 and focused on consumers' growing demand for high-tech health services. While there may still be some time before streaming heart rates or wearing devices is mainstream worldwide, we predict that 2014 will see a growing acceptance of the concept of digital health devices. To that end, we would like to provide key highlights of this year’s Digital Health Summit (January 7-10, 2014) and spot the top healthcare technologies, which, we believe, will change consumers’ attitude to how they preserve their wellbeing in the upcoming months and years." " "

“A LOT OF PEOPLE WORRY ABOUT THEIR HEALTH. NOW THEY HAVE SOME DEVICES " THEY CAN TRACK THEIR OWN HEALTH AND NOT ALWAYS GO TO DOCTOR.”" SO " -! Analyst at Chip Researcher IC Insights Inc.!

(January 2014)! " " """ “CONSUMER INTEREST IN PURCHASING DEDICATED WEARABLE HEALTH DEVICES IN THE NEXT 12 MONTHS QUADRUPLED TO 13% IN 2013, FROM JUST 3% IN 2012, MAKING IT THE LARGEST YEAR-OVER-YEAR INCREASE FOR ANY CATEGORY OF FITNESS DEVICE IN THE USA.”" -!

Consumer Electronics Association (CEA)!

(December 2013)!

“DIGITAL HEALTH AND FITNESS TECHNOLOGY IS JUST STARTING TO GAIN MAINSTREAM ADOPTION. THE MARKET WILL GROW TO AS MUCH AS $8 BILLION IN REVENUE BY 2018 FROM ABOUT $2 BILLION IN 2013.”"

-!

John Curran, Managing Director at Accenture Plc! (January 2014)!

HIGHLIGHTS FROM THE 2014 DIGITAL HEALTH SUMMIT

WEARABLE TECHNOLOGY IS THE NEW DRESS CODE

Wearable technology is a big topic and it is in the midst of a transitional period, moving from off-the-wall ideas to more refined products for the real world. This year, we see several companies unveiling wearable devices that are easier to use, extend battery life, provide more accuracy and tap into the power of gestures, social networks and cloud computing. The question for a lot of wearables now is, how they are going to sync with a broader ecosystem of connected technologies. At the moment, most are Bluetooth extensions of the phone and don’t directly connect to wireless networks.

SENSORS GO BEYOND INFORMING, THEY START INTERVENING

As expected, we see a lot of biometric and motion sensors in everything at this year’s CES. What is interesting is that manufacturers are playing an increasingly more participatory role in consumer health. They are going beyond data collection to actually use the collected data to act on recommendations and make consumer lives better. Examples include sensors that track users’ sleep activity, so that the system can wake them up at just the right moment, as well as sensors that remind users to improve their posture.

IT IS ALL ABOUT THE 3Ps (PREDICTION, PREVENTION, PERSONALIZATION)

Prediction, prevention and personalization are the key themes driving the digital health technology market . Today’s highly informed patients want to gather their personal biometric data in order to detect early warning signals related to their medical conditions and take a more proactive role in their personal health. They are also increasingly looking for personalized content and help. Forget standardized content and mass messaging. Companies that understand the crucial importance of putting the patients at the center of their products and services and deliver tailored healthcare will be the ones that succeed in the coming years.

RETIRING BABY BOOMERS REPRESENT A BIG GROWTH MARKET FOR DIGITAL HEALTH TECHNOLOGY

According to a recent Accenture study, more and more seniors are interested in using digital health tools in their home. As the baby boom retirement wave continues, both providers and health plans will need to expand their digital options in order to help them track and manage care outside their doctor’s office,

CORE THEMES FOR THE SELECTED TOP 20 HEALTH TECHNOLOGIES

We identified 4 core themes, into which we broke down our selected top 20 health technologies of this year’s Digital Health Summit at CES.

1.

SELF-SERVICE

CHECK UP

2.

4.

BESPOKE

COACHING

3.

CONNECTED CARE

ACTIVITY &

WELLNESS TRACKING

1. !

SELF-SERVICE CHECK UP" Self-health trend is here to stay. Consumer electronics are used to detect early warning signals related to illness and other medical conditions using simple biomedical inputs. " By periodically checking personal wellness data, users are able to better manage their own health before visiting or " consulting a doctor. " " As consumers increasingly turn to self-service technologies and channels, we see a tremendous opportunity for the whole industry to reach, engage and interact with today’s empowered consumers. "

YOFIMETER:!

THE FIRST ALL-IN-ONE CELLULAR !

BLOOD GLUCOSE METER! !"

YOFiMeter is a cassette-based, cellular blood glucose meter and monitoring solution that makes diabetic living easier. The device is cloudbased, can be operated one-handed, and will be sold without monthly fees. It is a great example of DIY check up tools offering convenience, time savings, discretion, and peace of mind; improving the routine, leading to better results, fewer emergencies, and lower healthcare costs."

REEBOK CHECKLIGHT:!

A SMART CAP FOR CONCUSSION TESTING!

! " Reebok Checklight is a sports activity impact indicator designed for athletes of all ages and skill-levels, designed to help prevent and be notified of concussions. It uses multiple motion sensors to provide actionable impact data to help assess an athlete before continuing to play and is is for all helmeted and non-helmeted contact sports and activities." https://www.youtube.com/watch?v=kS7sX_LK3Rs! "

2. !

ACTIVITY & WELLNESS! TRACKING" Technologies are being developed to help people track their health from any location, delivering basic biometric data and performance statistics. " " When linked to action, this information can contribute to a model of prevention and continuous care that can improve behaviors and lead to healthier lifestyles."

LIFEBAND TOUCH: !

A SMARTWATCH THAT IS ALSO !

A HEART RATE TRACKER! " The LG Lifeband Touch is a water-resistant bracelet with a fully functional touchscreen, a feature currently more common to smartwatches than fitness bands. The device tracks heart rate in addition to the traditional steps-calories-distance package. " " The Lifeband Touch has smartwatch features as well: It can display phone call and message alerts, and can function as a silent alarm clock. The device connects via Bluetooth to both iOS and Android phones, and the connected app already integrates with RunKeeper and MyFitnessPal. It can also bring in data from other devices via Bluetooth and display it on the touchscreen, including data from another new product, heart rate-sensing headphones built by PerformTek. "

https://www.youtube.com/watch?v=HKizPZW6jWo! "

SMARTBAND + CORE:!

A SMART WRISTBAND FROM SONY THAT CAN TRACK YOUR WHOLE LIFE! "" The Sony SmartBand + Core is a wearable wrist ‘life#tracker’ that counts steps and tracks activity (walking, cycling, driving, sleeping). # Its Android companion app, dubbed Lifelog, also tracks the photos taken, songs listened to, and games played on a smartphone, and it quantifies the amount of socializing you do with your friends. #The Life Bookmark button on the SmartBand instantly records ‘everything going on at that moment’." " At the heart of the SmartBand is the waterproof Sony Core, where the sensors and circuitry reside. The small Core is detachable, allowing it to be worn elsewhere on the body, and also allowing for interchangeable SmartBand colors to fit the wearer’s mood and occasion. #The Core also has vibrational notifications for calls and texts to the user’s phone. " https://www.youtube.com/watch?v=0j6c6HYXLjo! "

LG HEART RATE EARPHONE:!

AN EARPHONE DESIGNED TO OFFER REAL-TIME HEARTMONITORING+" " LG earphones, which connect to a small medallion that is strapped on an arm or waistband, track both metabolic rate and maximum oxygen consumption while allowing users to listen to music. They function through sensors that measure blood flow through the inner ear. " " In addition, they include an accelerometer that measures a wide range of data, including distance, calories burned, steps taken, and more. It also includes hi-fi sound and a built-in microphone for phone calls." " The add-on medallion that connects to the earphones serves as a data processing hub that sends real-time biometric information to an iPhone via Bluetooth, which can be accessed by the LG Fitness app. The earphones can sync with popular third-party apps like MyFitnessPal and Runkeeper as well." https://www.youtube.com/watch?v=QS1_x9rFShI! https://www.youtube.com/watch?v=9b-hI9G_qbs! "

GARMIN VIVOFIT: !

A FITNESS TRACKER YOU ONLY NEED TO CHARGE ONCE A YEAR! Garmin’s Vivofit is a sporty tracker, similar to the FitBit, that monitors activity levels and learns to set personalized goals for you. #It’s equipped with motion tracking, pedometer, and can be paired with a separate heart rate monitor. It touts a 1+ year battery life on a single charge, water resistance to 50m, and comes in five colors. " " https://www.youtube.com/watch?v=bb3mgc8zOts" "

GARMIN VIVOKI:!

AN ACTIVITY TRACKER !

DESIGNED FOR CORPORATE WELLNESS PROGRAMMES! Garmin’s Vivoki, an activity tracker that is going to be available to companies running corporate wellness programme. It is a Bluetooth and ANT+ enabled device like the Vivofit, however it does not have a display, only Five LED lights that indicate the user’s progress toward a personalized daily goal.

The device is worn as a clip unlike Vivofit that has a band form factor. " "

WELLOGRAPH WELLNESS WATCH:!

A WELLNESS WATCH THAT MERGES STYLE WITH TRACKING " " The new Sapphire Wellness Watch from Wellograph is a health-tracking smartwatch with an LED screen that displays an analog or digital clockface centrally and fitness statistics on the bottom of the screen. In addition to an accelerometer, it includes a continuous heart rate sensor. " " Unlike some other smartwatch products, Wellograph doesn’t require a smartphone to operate – although it can sync via Bluetooth Smart. The rechargeable battery lasts two weeks, or three months in watch-only mode." https://www.youtube.com/watch?v=bioT1MyCtZk! "

iFIT ACTIVE TRACKER:!

A TRACKING DEVICE THAT UNIFIES FITNESS ACTIVITIES AT HOME AND OUTSIDE, ALL WITH A SINGLE LOGIN" The iFit active wearable band can be worn as a clip-on device or on a wristband and it tracks#activity, distance, steps, calories burned, and sleep patterns, sending the data to the user’s phone." " iFit’s fitness equipment makes use of a partnership with Google Maps to display moving Google street views as the user moves on a treadmill, elliptical, or stationary bike. The user can run or bike a premapped route like the Tour De France or the Boston Marathon, or they can record a route via their phone’s GPS and a special iFit app, then play it back on the machines later. The GPS app, connected app for the tracker, and the connected machines all use a shared login to allow users to see all their data in one place. "

MOVEA G-SERIES:!

A FITNESS BAND THAT IS CLAIMED !

TO OFFER BEST-IN-CLASS ACCURACY" ! " The new Movea G-Series, that is supposedly the most accurate wristband tracker, is designed to track distance traveled, steps and calories as you would expect, but has also been created to monitor the wearers’ posture." " The small wristband is capable of detecting when the user is either running, sitting, walking or standing. As well as being able to monitor the user’s sleep patterns and cycles. Its creators say that their new Movea G-Series fitness tracker offers the highest accuracy within its class and says that the average error rate is under 1.7 percent whilst tracking steps – compared to the category average of 6.3 percent or higher."

MOTHER:!

A WI-FI ENABLED ‘MOTHER’ DESIGNED TO SERVE AS A HUB FOR A SERIES OF MOTION COOKIE TRACKING SERVICES" ! " The Mother looks like a bowling pin with a face and comes with four smaller sensors, called motion cookies. The cookies can be attached to different things to monitor use: a toothbrush to monitor brushing, a water bottle to monitor water intake, or a pill bottle to monitor medication adherence. It can be mounted on the wall as a thermometer or given to teenagers to alert their parents when they come home at night. The sensors store all the data in a smartphone app, which can also be set up to give alarms whenever certain conditions are met. " https://www.youtube.com/watch?v=_7RnoPOUqWM" "

3. !

CONNECTED CARE" The constant connectivity of devices builds a detailed portrait of patients being tracked and creates a continuous link between people, simulating closeness, changing the way we understand one another and enabling new forms of attention and care. " " Often, patients share their individual health and performance info with their healthcare providers (so that their data can be interpreted with highly personalized care), as well as with friends and families. We believe that the healthcare can take advantage of the large number of patients sharing their experiences online, as well as listening to these experiences and learning from them."

iHEALTH’S WEARABLE ECG:!

A LIGHTWEIGHT ECG DESIGNED FOR 24-HOUR CONTINUOUS MONITORING AND DATA-STREAMING" The all-new wearable electrocardiogram (ECG) device from iHealth is a first of its kind wearable, mobile-enabled wireless ambulatory ECG that monitors heart activity continuously without the need for cumbersome wires or connections." " The electrodes and monitor are ergonomically designed into a single, lightweight unit that attaches directly to the users chest and can be worn under clothing.

The data can be transferred directly to a user's mobile device that automatically pushes data to the cloud, allowing for easy access by health care professionals, who can respond to the data with highly personalized care in real time. " "

QARDIOARM: !

A SMART READ ON BLOOD PRESSURE THAT ALLOWS STORING & SHARING DATA" " QardioArm is a wireless blood pressure monitor that delivers data to the user’s smartphone. The device is designed to be portable and easy to use. Moreover, it can send the data it monitors directly to the user’s doctor in addition to storing it in the app. "

https://www.youtube.com/watch?v=NsKVwEinMEw" "

RAZER NABU:!

A SMARTWATCH THAT ALLOWS BAND-TO-BAND COMMUNICATION! !"

The Nabu is a hybrid device worn ! for displaying iOS/Android smartphone notifications, activity tracking, and band-band " communication. The activity tracking functions include a pedometer, motion tracking, altimeter, and basic sleep tracking."

The Nabu has two screens: (1) a small display at the top of the wrist that shows an icon describing the type of notification – email, call, text, etc, (2) a relatively bigger one at the palm side of the wrist that shows the details of the notification, as a means of giving privacy to the wearer’s incoming messages." " More interestingly, however, it has band-to-band communication, allowing two wearers to connect to each other with the band. #For example, a handshake between two people wearing them could exchange contact info, connect on LinkedIn, etc. " https://www.youtube.com/watch?v=1VzRjStmVzA" "

4. !

BESPOKE COACHING" Hey! You need to take your pill now.

Sensor technologies are being seamlessly integrated into products and apparel to seamlessly monitor performance and offer tailored feedback without impeding movement.

These technologies allow users to take an informed approach, improving everything from posture to fitness activities by acting on specific recommendations that have resulted from accumulated data and research." " Data and recommendations may not actively change the consumer behavior, but we predict convenient personal measurement and coaching will become the norm for measuring healthy behavior."

FITBUG ORB:!

A SMART FITNESS AID THAT ROLLS OUT PERSONALIZED FITNESS PLANS! " The Fitbug Orb is an affordable wearable activity tracker that can be placed on the belt, wrist, or lanyard. Or, you can clip it onto or beneath clothing.

Fitbug Orb tracks number of steps, aerobic steps/time, distance, calories burned, speed, and sleep." " The Fitbug Orb is one of many devices made by Fitbug that can be used with their KiK Plans. Each KiK Plan provides a goal oriented 12 week program that was created by leading experts to push users toward specific results they want. Fitbug claims its workout programs behave as virtual personal trainers. Indeed the firm says that plans will consist of online and app-based tools created with advise from experts in the health and dietary fields. One of the first KiK Plans to be unveiled is called “no more baby belly�. It is a post-pregnancy program that has been designed to help mothers get back into shape after their baby is born. "

https://www.youtube.com/watch?v=JqVXIxOtpjg! "

POLAR V800:!

A GPS INTEGRATED WATCH !

THAT TELLS YOU HOW LONG !

YOU NEED TO SLEEP ! " Polar V800 serves as a training computer that includes some unique features useful to athletes. It monitors training and daily activity and then uses that data to calculate how long an athlete needs to rest between sessions. " " It can also measure heart rate while swimming and has a built-in barometric pressure sensor, as well as continuous GPS tracking. The device can also send all its collected data to a smartphone, but it stores up to four weeks of training history in the watch itself. "

https://www.youtube.com/watch?v=kijq75CcP8k" "

JAYBIRD REIGN:!

A FITNESS WEARABLE THAT TELLS YOU WHEN IT’S TIME TO WORK OUT! " "" The Jaybird Reign band is a waterproof display-less fitness wristband that tracks activity by type (walking, jogging, ball sports, biking, and swimming). #It differentiates itself through its recommendation software." " It promises to learn and understand the wearer’s body and habits and to issue notifications when it detects that it’s time to work out. #It also recommends the personalized daily amount of sleep the wearer should get for optimal performance the next day. " https://www.youtube.com/watch?v=9Srd7RXneN4" "

WITHINGS AURA: !

THE FIRST ACTIVE SMART SLEEP SYSTEM THAT TELLS YOU TO WAKE UP! ! !"

The Aura, which consists of a bedside device with an ambient light, a sleep sensor, and an app, is designed to monitor and improve the sleeping experience. " " The system's bedside device records information like noise pollution, room temperature, and light level, while the sleep sensor, which goes under a mattress, monitors sleep patterns, breathing cycles, and heart rate. The sensor is able to pick up the tiniest of movements, even under thick mattresses. " " In addition to recording information, the bedside device is able to offer customized light and sound to improve sleep, along with alarm clock functionality and personalized wake-up and fall-asleep programs. " " https://www.youtube.com/watch?v=F4oDydzIDKs" " " "

iMEDIAPAC:!

A SMART PILL BOX THAT KNOWS YOUR DRUGS BETTER THAN YOU! "

" French company Medissimo’s smart pill box iMedipac is a feature-filled spin on medication adherence hardware. The device both reminds patients to take pills and tracks when they have using GPS. Users can review information on their computer or on specialized phone or tablet apps. It can send alarms via text message, email, or even call you on the phone and leave voice messages."

KOLIBREE:!

A TOOTHBRUSH THAT WILL TELL YOU TO BRUSH MORE EFFECTIVELY! " Kolibree is the world's first connected electric toothbrush, helping people brush smarter -- and as a result, have healthier teeth.

Users download Kolibree's mobile app on their smartphone and then connect to the toothbrush via Bluetooth. Then, every time they brush their teeth, the brush will record a set of relevant data, which can later be viewed and analyzed via the mobile app." " Essentially, the brush records how someone cleans their teeth. It keeps track of how long the brushing lasted, and how rigorous it was in terms of reaching each and every tooth, and the gums.

There's a bit of gameplay built in, which challenges users to do better next time, and the company has created an API, hoping that third-party developers will come up with additional apps that will inspire users to brush more, and more effectively." " https://www.youtube.com/watch?v=ya5oheQA7GY" " " " "

LUMO LIFT:!

A SENSOR THAT REMINDS YOU TO STAND STRAIGHTER ! " " The Lumo Lift, which comes in a variety of colors, detects your body's positioning and when you start to slouch, the device vibrates and reminds you to adjust your stance and improve your posture. The Lift can be clasped to an undershirt, collar or bra strap."

https://www.youtube.com/watch?v=ZL6F02Sir0o" " " " "

CONSIDERATIONS!

THINGS WE NEED TO CONSIDER IN THE YEAR AHEAD"

How might we use personalized coaching to aid compliance with cardio aspirin, gastrointestinal" and nutritional regimens?"

1."

How will the self-health trend affect the buying process and the path to purchase " in our key categories?"

SELF-SERVICE" CHECK UP"

2. !

4. "

ACTIVITY &" WELLNESS TRACKING"

BESPOKE" COACHING"

How might we use these types of tracker technologies to develop heart, joint and digestive health, as well as overall health?"

3. !

CONNECTED CARE" How might we support the improvement of health and wellness through connected communities?"

Thank you.