Today’s proliferation of prescription drugs and unknown side effects has seen a shift in consumer attitudes towards healthcare. Self-sufficient individuals are taking matters into their own hands and seeking natural alternatives to their ailments.
Traditional Chinese Medicine (TCM) is one such alternative, and industry leader Eu Yan Sang recognised its relevance within this growing marketplace.
Constant was tasked with redefining Eu Yan Sang’s strategic communication approach while leveraging the company’s unique position: to be one of the most respected TCM houses in the region.
TCM is often misunderstood as a type of pseudoscience by non-TCM users. Unlike Western medicine, there is no sophisticated infrastructure to educate the public, which consequently hinders many would-be customers from exploring TCM benefits. However, the industry has gained traction recently amongst a younger crowd, both in Asia and the West, whose spending behaviours indicate an unprecedented prioritisation of health and wellbeing.
We asked ourselves, if yoga, a traditional Indian art, could get to where it is today, why can’t TCM? A giant in the industry, Eu Yan Sang recognised the opportunity to reignite the TCM conversation and facilitate a platform for educating and converting the modern consumer. The forward-looking and strategic direction of Constant combined with the heritage and strength of Eu Yan Sang became a powerful duo invested in repositioning TCM as a premium, top-of-mind health care solution.