Nancy Hicks, associate director of Ketchum's North America healthcare practice, said the tool can be used by consumer brands such as Clorox as well as an over-the-counter brand like Bufferin, Bayer's aspirin brand.
“People overall are taking a lot more responsibility for their health so they're looking for brands that enhance and promote their health in some way,” she added.
Consumers spend nearly 20% a month on brands with health and wellness attributes, according to Ketchum. Hicks also cited the impact of the aging Baby Boomer population and younger consumers who are increasingly health conscious.
The Well-Connected Check-Up tool, which launched earlier this week, “can tell us what messages consumers want, how to target them more efficiently with those kinds of messages, and it can provide a scorecard for the brand in terms of health and wellness attributes,” said Hicks.