LeoHealth to Key on Consumer

Burnett Unit Designed to Take Advantage of Booming Category
CHICAGO–The executives in charge of Leo Burnett’s newest unit, LeoHealth, want to take a consumer-focused approach to healthcare advertising.
“We have to bring a consumer perspective to this,” said Toby Sachs, chief executive officer of the new unit. He said most advertisers focus on the illnesses rather than the people who are ill.
Gerry Miller, president and chief creative officer of the new unit, said most health-oriented advertising, particularly direct-to-consumer prescription medication, is still more intent on addressing symptoms and problems rather than building brands.
“There’s a whole dimension that’s being missed … to understand what the effect [a product] has on the body and soul,” Miller said.
LeoHealth will account for an initial $150 million in billings and handle brands as diverse as Prozac, Procter & Gamble’s Pepto Bismol and NatureMade vitamins.