Category
Lifestyle
Assisted Choices
Trend cluster
Category
Normalized
Health
Medical organizations focus on destigmatizing healthcare needs.
2.8
Trend score
Trend
What is the Normalized Health trend?
Normalized Health: Understanding that shock tactics have a tendency to breed fear and shame, medical organizations are turning to campaigns that normalize illness. Whether it's through social interaction or celebrity endorsement, the lynchpin of these campaigns is to foster a sense of support and de-stigmatize medical conditions. Organizations that understand the effectiveness of togetherness and transparency over fear will succeed in making more genuine, longer-lasting connections.
Trend themes
Themes within the Normalized Health trend
Three behaviours holding the trend together01
Destigmatizing Medical Conditions
Medical organizations are turning to campaigns that normalize illness and foster a sense of support to de-stigmatize medical conditions.
02
Interactive Healthcare Advertising
Pharmaceutical marketing is adapting to the digital age by incorporating social media into its newer campaigns to promote patient engagement.
03
Online Education for Mental Health
Creating accessible educational platforms for youth is key to reducing and eliminating mental health stigmas.
Industry implications
What the Normalized Health trend means for industry
Where the trend changes the playbookFor
Healthcare Industry
The healthcare industry can create innovative campaigns to destigmatize medical conditions, promote patient engagement, and create accessible mental health education platforms.
For
Pharmaceutical Industry
The pharmaceutical industry can create interactive marketing campaigns that encourage patient engagement to promote meaningful discussions with healthcare providers.
For
Education Industry
The education industry can collaborate with governments and charities to create online educational platforms that discuss sensitive topics such as mental health and reduce existing stigmas.
Workshop question
How might a well aligned partnership with a charitable organization add value to your brand?
Trend signals
Trend signals for Normalized Health
Trend score 2.8 out of 10, from popularity 33%, activity 43%, freshness 8%.
Popularity33%
Activity43%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Normalized Health trend
4 featured examples from Jul 16 to Oct 26, 2015CategoryLifestyle
Interactive HIV Ads
This Innovative Ad Encourages Patient Engagement Via Social Media
The pharmaceutical industry can leverage interactive ads to engage patients and foster better communication with healthcare providers.
CategoryLifestyle
Stigma-Fighting Brain Stimulators
This Modern Device Helps Destigmatize Mental Health Treatment
The Mishka Edition Fisher Wallace Stimulator appeals to the mental health and wellness industry by offering a more approachable device for treatment.
CategoryPop Culture
Celebrity Pharmaceutical Campaigns
This Ad Tackles the Stigma Surrounding Mental Illness
Sunovion Pharmaceuticals, a leader in mental health treatment and research, has created an ad campaign to encourage individuals to seek treatment for mental illnesses, presenting…
CategoryLifestyle
Stigma-Fighting Health Platforms
This Youth-Targeted Campaign Will Rid Mental Health Stigmas
Schools and other educational institutions can benefit from incorporating mental health education platforms into their curriculum.
