Meet our guest:
Tanita Sandhu is a dynamic global branding and marketing leader with over 20 years of experience. As the Global Brand & Corporate Marketing Director at Zepp Health, she leverages her extensive expertise to drive brand strategies that resonate with audiences worldwide. Tanita has held pivotal roles, including Executive Director of Marketing and Brand at Tecom Investments/Dubai Design District, Chief Brand Director at Majid Al Futtaim Group, and EVP of Corporate Marketing at Gemplus. Her career spans various industries, including health technology, consumer electronics, and FMCG. Known for her focus on relevance, advocacy, and trust,
Tanita excels in crafting integrated campaigns that bridge data insights with impactful brand narratives. She is also a published writer and speaker, inspiring others in the fields of branding and marketing.
Learn more about Tanita on her Linkedin Profile
Note: This episode is recut and remastered from an original recording of Marketing Mondays, on the Outcomes Rocket network. Original airdate: November 14, 2022
My learnings from the episode:
- Start with Purpose: Building a brand begins with understanding its core purpose. For Zepp Health, the focus is on helping people live better through technology, which provides a unified narrative across its diverse product lines.
- Brand Experience Over Aesthetics: A brand is more than just a logo or a well-designed website. It encompasses every touchpoint, from customer interactions to internal culture. Ensuring that every aspect of the brand experience aligns with its core values is crucial.
- Global Brand Management: Crafting a brand strategy that works globally requires understanding and adapting to local cultures and needs. Customizing campaigns while maintaining a consistent brand message ensures relevance and resonance in different markets.
- Brand Ownership: In the age of social media, the power of a brand lies with its audience. Companies must deliver on their promises and provide positive experiences, as failures are quickly highlighted by consumers online
- .Continuous Evaluation: Regular brand audits are essential to stay relevant. Annual reviews help companies gauge brand perception, identify gaps, and adapt strategies to evolving market conditions.
Looking to share your experiences?
We’re always looking for guests! If interested, email us at podcast@diacreative.com
Read while you listen:
00:00:00:08 – 00:00:15:10
tanita
It’s a journey. You know, brand building is a very dynamic process. And, I think if you embrace it from the long term perspective, then you will be able to put the right building blocks to build the right brand for you.
00:00:15:12 – 00:00:44:03
andreea
Welcome to Pioneering Perspectives, a Dia creative podcast where we explore marketing insights from regulated industries. Join me as we chat with real professionals navigating these complexities today, uncovering their stories and their savvy strategies for marketing success. Hi everyone and welcome. I’m your host, Andrea Bhatia, CMO of Dia creative, a digital marketing agency that specializes in health and wellness marketing, has a full service option for you.
00:00:44:05 – 00:00:57:21
andreea
I am very excited to bring a 20 year brand and marketing professional to Nida Sandhu, Head of Global Brand and Corporate Marketing at Zepp Health to Nida. Thank you so much for being here.
00:00:58:02 – 00:01:00:05
tanita
Thank you for having me. Andrea.
00:01:00:07 – 00:01:02:20
andreea
Tell me a little bit more about Zepp Health.
00:01:02:22 – 00:01:34:17
tanita
Sure. So Zepp Health is, basically a health, wearable technology brand. We’ve got about 40 million plus active users. So we’re very much, a global brand, doing, a bit of wellness and fitness and, and, health, solutions. So, for example, we’ve got a smartwatch brand called Amazfit, and then we’ve got a hearing aid solution, called Zap Clarity.
00:01:34:17 – 00:01:51:20
tanita
And we recently launched a mindfulness, sleep powered, app called Zap Aura. So it’s a lot about and all about really empowering people to live their best lives from a health, fitness and wellness perspective. That’s incredible.
00:01:51:20 – 00:02:04:04
andreea
So you’ve got a pretty big marketing challenge then, because you’ve got multiple brands under the same concept. tell me a little bit about how you manage all that nuance across all these brands.
00:02:04:06 – 00:02:40:04
tanita
Absolutely. So, so that that was one of the first challenge, that I have to tackle, and and realizing that actually Zepp Health, is all about looking to really empower people to realize their wellness journeys. Initially, the subbrands were creating their own proposition, which is which is fine, right? Because the Amazfit brand is very much about fitness and using the smartwatch, you know, to track your and and measured the metrics of how many steps you’ve taken, for example.
00:02:40:04 – 00:03:06:00
tanita
Right. and then the Zepp Clarity brand is very focused to help people with hearing loss, to be able to use this year.but to help them hear better. And then Zepp Aura is really about helping people who have problems sleeping or need to relax. So the opportunity was first to kind of capture what is the bigger purpose, right?
00:03:06:02 – 00:03:39:19
tanita
The brand building exercise does not start with, oh, let’s do a demand gen campaign, or let’s look at SEO and let’s look at buying ads, right? It has to come back to the core of, hey, why do we exist? Right? What is our purpose? And, Zepp Health’s initial purpose was connecting health with technology, which which I guess was serving the brand when it first started in 2010, which was using the power of technology right to connect health.
00:03:39:21 – 00:03:49:23
tanita
But it was lacking that human element because at the end of the day, the technology is only as good as how it actually impacts people’s lives. Right?
00:03:50:00 – 00:03:51:01
andreea
Definitely.
00:03:51:03 – 00:04:28:21
tanita
So doing the the exercise of recognizing that actually, you know, at the, at the heart of everything that we do is about people. So we came up with a, a broader purpose of saying that Zepp Health is about helping people live better and then being able to take that purpose and then align that purpose across the political brands made the narrative one more authentic, and, of value, because, you know, Zepp Health is about helping people live better.
00:04:29:02 – 00:04:56:20
tanita
And we do that by having a smartwatch brand, which is a fit to allow you to have the best, the most accurate, reliable access to your data so that you perform better. Right? Yeah. You know, I don’t know if you do your 10,000 steps, but, you know, it’s like, right. It’s like, oh, today I did 5000. And then you’re looking at your watch and it’s like, hey, good work.
00:04:56:20 – 00:05:27:24
tanita
You know tomorrow it motivates you, right? and so on and so forth. So I think having an understanding your why it’s a, it’s so, so critical. to build a successful strategy that then starts to, I would say, become your footprint across every touchpoint. Right. So in in brand, well, we always say that your brand is your experience and, and that really means across every touchpoint, right?
00:05:27:24 – 00:05:52:18
tanita
Is not just a pretty logo, not a good looking website. Right. everything. And then and then creating that playbook. Right. All of the behaviors, the actions, the narrative, the front liners, how do they engage all of that starts to have a very considerable approach to to brand building.
00:05:52:20 – 00:06:03:09
andreea
Absolutely. I mean, and I love the way you kind of one define the brand for Zepp health because it gives you the flexibility to add more technology as long as it fits under that brand.
00:06:03:15 – 00:06:04:03
tanita
Yes.
00:06:04:08 – 00:06:22:10
andreea
But I really think that that’s the important lesson to take home from this is like, if you start with demand Gen or SEO and all these other things, like you said, there’s a really good chance that those are going to sound like they come from three, 4 or 5 different companies. Like you have to start with that y like you said.
00:06:22:12 – 00:06:22:16
andreea
Yeah.
00:06:22:17 – 00:06:24:14
tanita
Otherwise,
00:06:24:16 – 00:06:39:18
andreea
Like I don’t even know how you build out from there. Are you finding that people are understanding that when you come in to a new role or when you’re when you’re coming in to work on brand, or do you feel like people are still like, well, no, just let let’s just run ahead of that.
00:06:39:20 – 00:07:18:07
tanita
And I would say the latter, because there is, an, a constant, urgent, you know, need to, to be out there. Right. And I empathize with the marketing folks because, you know, the pressure is on. Right. and and so I think that having had the opportunity to work in so many different vertical industries, in different markets, and then being able to also understand that different stakeholders have different idea of what is important to them.
00:07:18:09 – 00:07:49:02
tanita
so the first, the first thing I would recommend, if anyone is, is having to undertake this challenge in their in their current role is really to bring all the stakeholders together and, and create a bit of a, a workshop to draw insights. Because by asking everyone what is really important to them, and, and being able to also ask them what do they think is the brand purpose?
00:07:49:02 – 00:08:37:16
tanita
Well, will unravel a lot of insights, but you’ll start to also see that there’s some commonalities, right? So, you know, and and I think it’s an exercise worth, going through because then people will understand why brand building is important. Because brand building is about creating a long term relationship, right? With your, your stakeholders. and that was the interesting thing for us at Zepp Health, because at the end of the day, when we look at the whole idea of preventive health, right, preventive health is about taking care of yourself before you get to a stage where you actually need to to get more medical help.
00:08:37:19 – 00:09:04:19
tanita
So preventive health is about understanding that everyone has a life cycle, so to speak. and, and so you start with fitness, right. And, and a lot of us are in urban communities. And the idea of, you know, needing to go out and take a walk or get some exercise, time and time and again, it’s proven to, to help us cope better with, with life’s pressures.
00:09:04:21 – 00:09:40:21
tanita
But also as that person gets older, you’ve got other type of situations that comes with age, for example, not being able to hear too well. Right. So so that’s also helping, you know, our solutions going to help you live better. You know, now with this influx of, you know, everything is about mindfulness and, and meditation apps. I mean, I think just in the last ten years, that market has that wellness market has just exploded, right?
00:09:40:21 – 00:09:42:10
andreea
Yeah. Absolutely. No.
00:09:42:12 – 00:10:11:17
tanita
And and so now people in fact, there was a study on, on sleep and the fact that, you know, that that sleep deprivation is not considered a massive health issue, a global health issue. Right? So I that and it’s and and so, so the fact of the matter is that we are touching people’s lives different at different points of their journey.
00:10:11:19 – 00:10:33:01
tanita
And so being able to say that, hey, we’re here to help people live better regardless of where they are and which chapter they are. that’s called building the long term relationship with that, with that person. Right? So you can’t escape that. It’s it’s not a short term gain.
00:10:33:03 – 00:10:58:03
andreea
I think that really reiterates why brand is particularly important in health and wellness. Right? A lot of times in this podcast we talk about building trust, making sure that people will trust you with their health, that you care about them, that you’re not just in it for the dollar. And I think anyone that’s either starting a health care company or has one that’s been around for a while, that brand is that long term relationship.
00:10:58:05 – 00:11:10:12
andreea
you did say something super interesting before, this conversation about how most organizations don’t realize that they don’t own their brand. So I think that’s really interesting. Tell me a little bit more about that.
00:11:10:14 – 00:11:42:13
tanita
Totally. And and I think more so now with social media. Right. And the fact that the power of the brand is in the hands of the people. Right? So, you know, you can be, any, any medical, organization and, or, you know, online, offline, it doesn’t matter. But the minute someone feels that they’re not getting the desired experience right, the first place they would go and make that known would be on a social media channel.
00:11:42:18 – 00:12:09:24
tanita
Yeah. Right. So so that therefore you all the more right. You can make a promise and then not deliver on it. Right. Because that brand will be called out quite simply. And, I like what you’re saying about the fact that I also personally feel that the health care and the wellness industry really should revisit a lot of their, promises and proposition.
00:12:10:01 – 00:12:59:05
tanita
because, you know, when you when you look at a health care, like if you go to a hospital, I’m always, always surprised as to why the walls looks, everything looks so, so, so somber, you know, you know, through. Oh, that’s really funny, right? Yeah. And you go, okay, so we’re already feeling stressed that we’re in a hospital, but the environment around it makes it even more so, so, so I, I’ve noticed that some of the newer hospitals, have started to put art like, you know, like really inspiring art, music in certain areas because we know that, you know, music can lift someone’s soul and spirit.
00:12:59:07 – 00:13:40:19
tanita
And so these are all the little touch points, right? That, that the idea of, of, you know, ultimately it’s a service industry. and for me, it’s an opportunity to be of service. Right. To, to the community to which you are engaging with. and so I think I think there is definitely an opportunity for some of this, long established brands to kind of revisit, more around the experience because, the brand, like I said, it’s not it’s not owned by by that organization or that institute.
00:13:40:21 – 00:13:44:20
tanita
Right. It’s really it’s really owned by the people.
00:13:44:22 – 00:13:53:15
andreea
I think that’s a great example. a lot of people will create a brand, a brand book, and then they’ll just put it on a shelf somewhere and like, okay, check we did that. We’re good.
00:13:53:17 – 00:13:54:07
tanita
yeah.
00:13:54:09 – 00:14:16:00
andreea
That’s absolutely true. That’s a good example. If your brand is that we make you feel safe and comfortable, comfortable through your health journey, but then you go into a somber, scary emergency room. You’re not living up to your brand, and you’re absolutely right. Then, because then on social, people will call you out. And like you said, you’re going to give me a a pleasant experience.
00:14:16:00 – 00:14:19:20
andreea
This is unpleasant. That’s not acceptable.
00:14:19:22 – 00:14:42:23
tanita
Yeah. Exactly. That it. Yeah. And and also just just being able to like what you’re saying and it’s very true with the brand book is done and everybody goes sigh of relief and it’s done. And you’re like, actually that’s just the beginning. Now we have to bring, you know, take the brand book and bring it to life. Right.
00:14:43:00 – 00:15:08:17
tanita
And I think a lot of it has to do with with spending time with the people that are actually going to represent your brand. Right? and I mean, every single person. Right. It’s not just, oh, you know, let’s train the management on on the brand and what it represents, because they’re going to be speaking to the media, for example.
00:15:08:19 – 00:15:27:19
tanita
no, it has to be that every single person that represents your brand is your brand ambassador. Yeah. Yeah. Right. So so you have to take the time to really, introduce the brand and that becomes culture right through.
00:15:27:19 – 00:15:33:22
andreea
Yeah. That’s also part of your brand experience. It’s not just external, it’s internal as well. Yeah. Definitely. Yes.
00:15:33:24 – 00:15:34:24
tanita
Yes.
00:15:35:01 – 00:15:53:16
andreea
And and and all of this comes back to like why you start with brand how it has to then. Because it is the guide for everything else you do. If you’ve done brand right and and if you’re doing a good job of communicating that brand internally and externally, and if you’re not, then then you just become this haphazard mess.
00:15:53:16 – 00:16:10:15
andreea
I can imagine this gets even more complicated when you go global and you’re doing global brand. So how do you how do you even manage that with different cultural norms and laws and complications? Like how how do you ensure that you’re a brand that can extend globally?
00:16:10:21 – 00:16:41:14
tanita
So that comes back to defining a a unique but a very human purpose, right. Because again, to be able to to want to capture a purpose that is relevant in one market, that is a campaign that’s not, you know, that that is about resonating and and delivering a campaign. for example. Right. Let’s just say we want to we want to launch, our, our next series, a sport watch.
00:16:41:14 – 00:17:12:16
tanita
And we, we realized that, for example, cycling is a massive activity, right. Certain markets while running is a massive activity in other markets. Right. So so the idea is to be able to still crafted narrative of helping people live better, but then the campaign could be customized and personalized to suit right that particular market needs so that it’s relevant to the people.
00:17:12:21 – 00:17:38:18
tanita
Right. So that’s kind of how, you know, I would I mean, that’s how we do it. and that’s how it should be done so that, you know, you’re not basically doing a, a peel over and then go, right. It’s like, yeah, it works. Right. It doesn’t it does not work. and, and I and you know, just a quick, a real case study to share.
00:17:38:18 – 00:18:05:04
tanita
So when I was based in Dubai, in the Middle East, and I was working on and FMcG brand, out of the, out of North America and, they had sent a few hundred bottles to serve the market in, in Saudi Arabia. and the bottles were targeting the women and the color was the typical pink, colors.
00:18:05:06 – 00:18:28:15
tanita
And it was very interesting because we, we said we’re not sure if the, the Saudi women actually like pink and they were like, of course they do. And that was the assumption. but we pushed back and said, we like to, we like to do a little bit of a mini focus group and really get the insights before we start to market them.
00:18:28:17 – 00:19:05:08
tanita
And we did a, focus group with about 30 women, different, different demographics. And the first thing this that is, we’re highly insulted that there is this assumption that just because we’re women, we like the color pink. that’s perfect, right? Yeah. So and so that’s where, you know, coming back to your point of of really understanding local needs means having local insights, and never, never drawing on assumptions because, you know, that that is a very expensive pitfall.
00:19:05:10 – 00:19:14:20
tanita
so, so taking that time to do the research and getting the insights is extremely critical to any, any local global campaign.
00:19:14:22 – 00:19:32:08
andreea
Definitely. And it sounds like their brand didn’t have to be pink. Like, I like that you brought brand back to human because they’re humans are everywhere regardless of country. Yes, but but making those local assumptions is where you have a pitfall. But if you go back to brand, you can still be on brand and be local.
00:19:32:10 – 00:19:51:22
tanita
Absolutely. Yeah, yeah. And then that comes back to, you know, having a secondary color palette that might be a little bit more, you know, I would say, flexible so that you can still apply different color palettes, but it’s still within your brand color wheel, for example.
00:19:52:03 – 00:20:02:05
andreea
Definitely. How often do you think a company should go back and check in on their brand or reevaluate their brand, kind of make sure that they’re still on brand and the brands appropriate?
00:20:02:07 – 00:20:36:01
tanita
Totally. So I think, I, I think it’s necessary to do it yearly in the sense of being able to audit, because we are, you know, the, the, the worlds of the physical and digital are, you know, colliding. Right. And there and so being able to have your pulse, on how the brand is viewed or experience or is engaging, and, and doing that a yearly audit I think will help you to kind of gauge where you are today.
00:20:36:03 – 00:20:43:12
tanita
You know, where the gaps what’s the opportunity. So I would recommend yearly audits and reviews.
00:20:43:14 – 00:21:00:13
andreea
Nice. And then a, a deeper brand dive. What does that entail? You’re saying bring the whole team together, make sure that you have every aspect. But if you’re new and starting out, you know, how do you recommend starting? Like what are the questions you should ask yourself?
00:21:00:15 – 00:21:29:08
tanita
Oh, so I think the first question to ask yourself is, you know why, right. And, and and coming back to that, that’s going to be the to to determine what would potentially be your purpose. Right. and, and so why do we do what we do right. And then to for whom. Right. And and what is the value offer.
00:21:29:10 – 00:22:13:05
tanita
Right. And also benchmarking. Right. So so not being very insular in the approach of saying, well, you know, we’re going to offer the best possible service there is. And so not being vague, you know, being being as, as clear as possible on what is it that you’re offering. Right. Absolutely. and identifying then what the opportunity is, within that scope of what you’re offering and looking at your benchmark is such a healthy way to understand your market, your peers, and also, doing social listening.
00:22:13:05 – 00:22:42:06
tanita
You know, one of the things is not just looking at someone’s website like, that’s that is done. You just go to their social media channels, right? And actually take the time to read. What are they posting? What kind of feedback are they getting? stop them basically. But but really to get to to to get a very deep understanding of, you know, who you’re up against, right.
00:22:42:08 – 00:23:10:14
tanita
And then being able to go, okay. I would also say that besides the benchmarking, if you have existing clients or customers, you know, invite them to be part of your, your discovery, and, and, and, and that way you’ll appreciate the fact that you want to improve. Right? Hey, you know, we want to we, you know, we’re looking to re revisit our, our brand and what we do.
00:23:10:16 – 00:23:27:20
tanita
We love to get your feedback and your support, you know, so, so giving giving some of that autonomy right of that brand building and inviting the community to be part of it is actually very, very powerful and hugely impactful.
00:23:27:22 – 00:23:36:20
andreea
Yeah. I feel like one of the biggest mistakes I see when people first start as they try to be everything to everyone. But you’re not going to do that. You’re never going to happen.
00:23:37:01 – 00:24:01:14
tanita
So and that’s always the biggest, challenge when you are trying to steer the direction right and you’re trying to get the North Star, amongst your stakeholders, it’s like, yeah, we’re smart and we’re efficient. And, you know, and it wasn’t I were affordable and we’re better than the rest. You’re like, okay, we got to pick one. Yeah.
00:24:01:16 – 00:24:04:23
tanita
But okay. Definitely.
00:24:05:00 – 00:24:16:10
andreea
with with health and wellness marketing in particular, how do you see the market evolving over the next 5 to 10 years? Is there anything that companies should be focusing on as they evolve their marketing?
00:24:16:12 – 00:25:08:14
tanita
I would say that the, the, the company or anyone should really be focusing on the brand and the brand touchpoints. I, I really feel that, if you take care of the, the journey right, in which you want your brand to to communicate what it what it does, what it offer, and then you want people to experience that, creating a bit of a mapping journey online, offline, whether you’re you’re in a direct channel, indirect channel, recognizing that, you know, what are the pinpoints that you know, you need to solve so that the journey becomes seamless, the journey is integrated, I think is really going to be a key differentiator.
00:25:08:16 – 00:25:22:06
andreea
Absolutely, I love that. Well, Anita, is there any last advice you give to someone when they think through brand and marketing, especially in this space?
00:25:22:08 – 00:25:50:23
tanita
I would recommend, be fearless. you know, it it it is a process, but it it’s a journey and and know that, you know, brand building is a very dynamic process. and, I think if you embrace it from the long term perspective, then you will be able to put the right building blocks to build the right brand for you.
00:25:51:00 – 00:25:55:08
andreea
Yeah. Long term. And you’re not trying to build something that’s a fly by night.
00:25:55:10 – 00:25:56:21
tanita
Perfect. Yes.
00:25:56:21 – 00:26:04:20
andreea
Well, that’s been our episode. Thank you so much. Again. That was to Anita Sandhu from Zepp Health. Where can they find out more about Zepp Health?
00:26:04:22 – 00:26:11:16
tanita
Oh, they can go to WW whatsapp.com zepp.com.
00:26:11:18 – 00:26:29:20
andreea
Perfect. And thank you everyone. Once again I’m your host, Andrea Bhatia, CMO of the creative and hope to see you again next time. Purpose of this podcast is to make sure that we’re all learning and growing from each other. That’s why we meet with professionals in the industry. So what I like to do at the end of each episode is share my key takeaways from this conversation.
00:26:29:21 – 00:26:53:16
andreea
What I really enjoyed about my conversation with Nita is we focused on brand. Brand is so critical in health and wellness because that is the baseline of the trust that you build with anyone that you want to interact with. Which also means you always have to make sure you’re cohesive and consistent. Any cracks, any aberrations, anything that feels off balance is going to instantly degrade the trust that you’ve built with your target market.
00:26:53:20 – 00:27:20:13
andreea
So first and foremost, establish a core brand purpose. It’s essential to not only define the brand, but the core purpose that should align with any sort of sub brands or verticals or any place else that you’re going under this unified message. Why do you exist? Who do you serve? How do you uniquely serve them? This foundational element guides all marketing efforts, ensuring consistency and authenticity across different products and markets.
00:27:20:15 – 00:27:45:24
andreea
For Zepp Health, the purpose is about empowering people to live better lives through health, fitness and wellness. Very clear, very concise and something that can easily translate across any field, whether that’s social media, email, texts, TV ads, anything, and especially with social media. Because one thing that I really liked about this conversation, digging in with Anita, was that social media can be such a scary place for health and wellness.
00:27:45:24 – 00:28:10:05
andreea
I remember super early on in my career, you know, 15 plus years ago. So what we were trying to do was a one hour live Q&A session on Twitter with our chief medical officer. Now, to do that effectively. You can’t just have your chief medical officer pop on Twitter and just start answering questions, especially since it was unscripted because the questions were going to come directly from the audience and we’d have to see.
00:28:10:05 – 00:28:34:17
andreea
I mean, we were moderating what questions came through to make sure that there that they were appropriate and effective and also aligned with what we were trying to get across. But in the room, we also had almost the entire marketing team. We had regulatory, we had legal, all senior leadership just in case. And so having all of these people together, just to have a one hour live Twitter session was it was a it was actually a lot of fun.
00:28:34:17 – 00:28:56:12
andreea
But at the same time, it was a lot for for a small payoff, further enhanced. I think the brand trust that with our audience, they knew that we were a brand that could be trusted and that we cared about what they wanted to know about, and we actually ended up being pretty speedy. I mean, considering it was live, we still got questions and answers out, even though 4 or 5 people had to approve the answer before it could actually be tweeted out.
00:28:56:15 – 00:29:35:13
andreea
The second major takeaway from this conversation was how to localize campaigns. But stick with that global brand consistency and that can be really challenging. How do you maintain the global brands core purpose, but also adapt these campaigns to resonate with local markets and their local needs? This involved understanding local cultural nuances and preferences through research and insights. One example we discussed was that focus group in Saudi Arabia, which revealed that assumptions about preferences like the color pink, for example, for women, is misguided, and it’d be better to focus on getting those proper local insights before marketing in that space.
00:29:35:16 – 00:29:59:24
andreea
My third takeaway was how we discussed social media. It’s one of those channels that I think a lot of medical marketers are fearful of. It evolves really fast. Each platform has its own unique culture and needs. Let alone speaking about different countries, but understanding each platform’s nuances. And how do you make your brand fit effectively within that platform, while also respecting what you can and can’t say for your brand?
00:30:00:04 – 00:30:20:04
andreea
And and how do you engage with that audience? So I really liked that we leaned into utilizing social media to create that genuine connection by sharing relatable and valuable content, and doing it in a way that really helped you connect with your audience, because there’s so much fear around that particular channel that things could go wrong so quickly.
00:30:20:06 – 00:30:47:22
andreea
I think taking the time to understand how to do authentic storytelling, how to be consistent, to build that loyal community and drive engagement was absolutely wonderful to explore. In particular. We dug into how Zepp Health used social media to showcase real user stories, fitness tips, and wellness challenges, which doesn’t only promote their products but also encourages a healthier lifestyle among their followers, which is exactly what their followers are following them for.
00:30:47:24 – 00:31:18:12
andreea
So, engaging directly with the audience through comments, messages and interactive content like polls in live sessions, we’re further enhancing the brand loyalty and trust. How do you build authenticity into your health care marketing campaigns? It’s one of the few verticals where it’s absolutely critical to connect in an authentic way to your audience. If you want to learn more, make sure to check out this next episode where I talk to Hinako and we explore the deeper aspects of marketing beyond just selling a product, but emphasizing that authenticity and data driven human connection.
00:31:18:14 – 00:31:41:18
andreea
Well, that’s the end of our episode for today. If you work in a regulated field like medical, legal or finance and want to share your own marketing insights, email us at podcast at Dia creative.com. And if you’re looking for marketing support, well, that’s exactly what we do. Visit Dia creative.com Dia creative.com. Any other info you might need will be in the show notes, including all links mentioned in this episode.
00:31:41:20 – 00:31:42:16
andreea
Thanks for listening.
