Beyond the claim lies the story consumers buy. Learn how overlapping OTC messages combine into brand narratives that shape emotion, cognition, and choice using ground breaking behavioural science.

Purpose

To explore and share the research methods used to uncover the narrative dynamics driving consumer perception in OTC healthcare. Key Objectives: 

1. Demonstrate how narrative research methods can be applied to OTC brand research. 

2. Show how to structure studies that capture the interplay of competing claims. 

3. Provide a framework for decoding brand storytelling through behavioural science.

What can you expect?

In this session, we’ll take you behind the scenes of our latest study, which investigates how consumers process the dense and often overlapping claims used in OTC pharma and healthcare branding. With most packs and ads carrying multiple functional messages - relief, speed, efficacy - the research explores how these elements combine into implicit narratives, and how those narratives affect consumer cognition and emotion.

The session is based on proprietary self-funded research using a unique System 3 narrative research approach that quantitatively collects and aggregates personal narratives and allows us to map the unconscious consumer stories that influence purchase decisions. The focus is not just on what claims perform best, but on how message architecture and sequencing shape perception at a subconscious level..

Who should attend?

Beyond the Claim: The Brand Narratives That Shape OTC Consumer Choice is a webinar designed specifically insight professionals who are interested in understanding how key messages and claims in pack and advertising stack to create effective brand narratives that can positively impact notions of brand value. 

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Speaker

This webinar will be run by Leigh Caldwell, Irrational Agency Ltd. To find out more about Leigh's experience in this area read his full profile in the BHBIA Speaker link on the right.

Speakers supporting BHBIA Professional Development do so in order to promote Thought Leadership, discussion and innovation for the benefit of the membership. They also do this on a voluntary basis for which the BHBIA is grateful. Don't forget to provide your feedback scores for the event as these will enter the event and speakers into our annual BHBIA Professional Development Awards - recognising excellence in Thought Leadership.

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Fees and booking

Webinars are a free benefit to all BHBIA Members. Please note you must be 
logged in if you are a member or join as a registered user to book online.