Creativity can sometimes be about discovering what in retrospect seems obvious, like shoes that are shaped to fit our feet, marketing expert Beverley Law tells HBW Insight in the first episode of this season’s Over The Counter podcast.
But this often requires stepping out of established approaches and patterns of thinking, she points out, which tend to characterize innovation in the consumer health industry.
Law offers some tips to help firms think outside the box, including being brave, benchmarking against the fast-moving consumer goods industry, and including regulatory experts much earlier on in the process.
Timestamps
1:50 – Introductions
3:50 – What is creativity?
9:00 – Are restraints a spur to creativity?
16:00 – Is the OTC industry becoming more creative?
18:00 – What about Rx-to-OTC switch?
21:30 – How can OTC firms become more creative?
25:00 – Getting out more
27:00 – The 4 Es
Guest Bio
Beverley is an accomplished brand communications expert with a diverse portfolio of work that spans chocolate to cognac, Tupperware to Tarmac, but for over three decades she has given her greatest attention to the health and wellness sector.
She has worked for some of the most respected, top-tier branding and design firms, and she established WPPs first dedicated healthcare branding department following a business acquisition.
Beverley now spearheads ALL Creative, a hybrid branding and medical communications agency working with CHC, FMCG, pharma and life sciences clients. She also recently launched Salutis Consulting, offering research, training and insight that enhances the communications process.
Beverley has worked with prominent global health clients such as Boehringer Ingelheim, GSK, Mitsubishi Pharma, Nelsons, Perrigo, Pfizer, and Procter & Gamble, managing global stakeholder initiatives as well as local marketing projects.
