S19. Pharmaceuticals and Healthcare

In Taiwan, enduring pain is culturally viewed as virtue, making behavior change resistant to entertainment-driven influencers. Recognizing pain relief as preventive health intervention rather than a lifestyle choice, Panadol redefined influence in healthcare through the Warm Trio strategy—a connected circle of trusted voices supporting people at every stage of their care journey. Doctors reframed endurance as health risk through credible medical evidence, pharmacists became trusted digital health advisors who strengthened confidence at the moment of consideration, and KOLs amplified empathy by translating professional guidance into relatable lived experiences. Each role was activated within digital environments aligned to their natural authority, ensuring influence at the right stage of decision-making. The campaign achieved 60% completion rates (+15% uplift), increased usage by 10–15% year-on-year, nearly tripled social discussion, and reversed a 3% decline into +5% sales growth—helping Taiwan move from silent sacrifice to confident self-care.