The changing face of healthcare brand and content

As we continue to see science playing a role in beauty content – whether it’s a focus on active ingredients or the ongoing battle over terms like “clean” and “chemicals” – we’re seeing a shift in the other direction on the side of healthcare.

Navigating regional regulations and clinical claims used to be the prerogative of marketeers working with healthcare brands. Now, there’s an added secret ingredient to the formula – the lifestyle factor. Increasingly, healthcare and pharmaceutical brands are having to jump over the counter and into a much more premium, more lifestyle and more appealing space.

What would Gwyneth do?

It’s impossible to look at this new era of health-meets-wellbeing without discussing the seemingly indestructible Goop brand experience. Over the years, Gwyneth and her empire have blurred the lines between science, beauty and alternative therapies to such an extent that your browsing history and online shopping cart is as likely to contain a body butter, as it is a full-body supplements regimen. Love her or loathe her, the Goop team continue to lead the charge, despite semi-regular debunking. And they have managed this by taking the same consistent wellbeing approach to every part of their offering – treat everything from vitamins to vibrators with the same aspirational, lifestyle approach.

Where healthcare meet self-care

Self-care has had a bit of an image makeover lately and is now being heralded by some as the cure to all that ails us. But where does that leave healthcare and pharma brands? What chance does a clinically-proven product have against the promise that a meditation app and a CBD bath oil can cure a lifetime of migraines? Assuming you have a great product at the heart of the offering that will actually help people, it seems a shame that it would be overlooked in favour of trendy buzzwords and pretty Instagram posts. However, with some careful consumer-first repositioning and a sprinkle of lifestyle know-how, this shift in people’s mindset could be a fantastic opportunity to make your brand more relevant and more accessible.

A new competitor set

In the scrolling feeds of Instagram, a threat to conventional healthcare brands has been rumbling away (much like the tummies of the poor Influencers paid to promote it), in the form of health confectionery brands. Everything from hair and nail gummies to detox teas and weight loss lollipops have crept into the mainstream, meaning in addition to competing with a new lifestyle focus, healthcare brands are being pushed out of consumers’ minds by the same branding techniques that FMCG brands have been using for years. As these brands and products remain largely unregulated, it is essential that reputable healthcare brands stick to their credentials, showcase their claims responsibly and find new ways to connect with these emerging consumers, without being dragged into the glitz and glam of these pseudo-scientific, potentially harmful products.

At Keel, we work with brands to find the balance between scientific expertise and heritage and lifestyle appeal, positioning their healthcare and wellbeing products as solutions that consumers want to bring into their lives. To find out more about how we work with healthcare and beauty brands, do get in touch or schedule a Beauty Pop-Up Power Hour with our team of experts. The Beauty Pop-up Power Hour is a bespoke workshop session to tackle a particular brand or content issue you’re facing. Zoom or IRL, our team will work with you to get to practical steps to help you navigate your challenge.

Amanda Roberts

Office and Finance Manager

Amanda is an experienced Office and Finance Manager with a track record of keeping the content, design and marketing industry ticking.

She ensures that we deliver our projects on time and on budget, and that we’re all having a lovely time while we’re at it! 


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Handan Erek


Handan has been in creative content production for over ten years, working with household name clients across multiple industries. 

She is a master at creating communication channels between the creative team, clients services and stakeholders. She cares deeply about understanding our clients’ needs, producing user-centred content and achieving optimal creativity and profitability in every project. 

Harps Bhopal

Senior Account Director

Harps has over 20 years of communications experience spanning across advertising and brand development.

He’s worked in many industry sectors that include automotive, healthcare, tech and financial services. He brings a sign of reassurance to clients through explaining the various stages of a project and builds their trust and confidences.

Jamie Stanley

Head of Content

Jamie is an imaginative brand storyteller with a decade of experience working with some of the world’s fastest-growing brands.

He has played a key role in generating engagement, audience and revenue growth for household names and emerging startups alike. His approach blends penetrative, eye-catching copy and content with smart, scalable process for maximum impact and sustainable success.

Jonathan Crawford

Creative Director

Jonathan has spent the last twenty years working for a variety of advertising agencies and digital marketing companies in the UK, Europe and most recently South East Asia. 

His expertise lies in brand strategy, campaign development and conceptual copywriting, proven by the several international creative awards under his belt.

Lara Caspersonn

Account Executive

Lara’s extensive background in influencer talent management and digital collaboration make her perfectly suited to building strong relationships with our clients.

A trained anthropologist, her deep understanding of human behaviour and cultural patterns are invaluable in helping the Keel team help modern brands communicate with their audiences.

Vicky Plum

Graphic Designer

Vicky has a great passion for branding in both traditional and digital media.

She has a huge amount of enthusiasm and understanding of the visual language of our audience. Her passion for film, website design and animation as well as experience in Photoshop, Indesign and Premiere make her a key team member for creative and design needs.

Chris Hart

Creative Director

Chris is a real creative all-rounder, with over 20 years of experience transforming brands all around the world.

He has a history of thinking his way around business problems, through visual and creative solutions that really bring brand experiences to life. He’s awarded at Cannes and D&AD, and adds a wealth of knowledge across all media and brand sectors.

Stephen Bass

Design Director

Stephen is a designer with 25 years of brand design and implementation experience.

He came to Keel from Interbrand NYC and worked with Keith on the Volvo global identity in 2002. He has a keen interest in helping clients understand the design process and why we’ve made the decisions we have, bringing as much objectivity to the process
as possible.

Jonathan Jewell

Creative Lead

Jonathan’s 30 year career since then has taken him all over the world, living and working in LA, Atlanta, Nairobi and London.

In that time he’s developed a wide range of skill sets beyond just design and has managed large campaigns with multiple channels where the ability to direct shoots, photography as well as implement a creative vision across multiple assets is key.

Keith Crook

CEO + Executive Creative Director

Keith is our strongest advocate for brand and communications working together.

He excels at strategic thinking, concept origination and art direction. His experience spans UK tech and finance start-ups through to global brand development for brands such as Visa and Volvo Cars – where he was the global brand creative director.