Why one healthcare company is looking to the lifestyle category to grow its brands

Sanofi Consumer Healthcare wants people to feel about its brands in the same way they would for Nike or Lego as it overhauls its approach to brand building.

Alberto Hernandez, global chief growth officer at the pharmaceutical giant, believes that taking care of yourself should be as “aspirational and simple” as it is in the luxury or entertainment industries. “Our industry, for good or bad, has been caught up in ways of engaging with consumers that are pretty much a decade old,” he tells Marketing Week, adding that Sanofi wants to position itself now as a fast-moving consumer healthcare (FMCH) brand.