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REBRANDING CANCER – HOW BRANDS HEAL AND HURT

Rebranding cancer: how brands heal and hurt

Along with consumer brands, the ‘brand’ of condition or event influences us. When the condition is cancer, there is a perception gap to address

Over the last few years, we have seen consumers engage with, and elevate the importance of, healthcare brands. The ‘brand’ of condition or event also impacts us and influences how we respond.

But when the condition is cancer, the perception gap between what a cancer diagnosis means and what is likely to happen – given today’s early diagnoses and treatments – is getting wider.

While BAV has always measured health and wellness brands, in this research with Ogilvy Health, we set out to measure health conditions and life impact events to further the understanding of how health and wellness brands can effectively motivate consumers to take action.