CVS Caremark recently partnered with Salma Hayak to introduce Nuance, a series of beauty products based on a unique family recipe. This is the first time a retail pharmacy has partnered with a celebrity to promote beauty products and could be a game changer in this market.
With that being said, is there an opportunity to use celebrities as an education / awareness tool for healthcare? From a consumer perspective, using trusted celebrity names to endorse healthier behavior or understanding benefits could catch consumers’ attention more than standard campaigns. For a celebrity, this type of philanthropic / public service work could bring goodwill and require minimal effort.
The most obvious approach would be to use older stars to talk with seniors and Medicare recipients. However, insurers could also partner with national organizations that tackle various social health issues (e.g., childhood obesity, diabetes) and utilize their celebrity contributors to promote healthy behavior. While it creates an indirect link to an insurer or health organization, the brand recognition through these endorsements (assuming the celebrity continues to be credible) could bring significant value. It might be cheesy for Justin Bieber to tweet about taking your vitamins, but there’s no doubt it would be powerful.
No comments:
Post a Comment