More Is Not Better

More Is Not Better

Johnson & Johnson Back to Schoolpersuade-meter-wo

Johnson & Johnson feels a page but not a need.

Obviously, Johnson & Johnson makes many different healthcare products.

If the goal of these ads is to sell Johnson & Johnson stock, the ads may make sense.  The wide range of Johnson & Johnson products would appeal to investors.

If the goal is to persuade consumers to buy a Johnson & Johnson product, the ads don’t make sense.  Why would the fact that Johnson & Johnson offers many different products make a consumer more likely to buy any particular product?  “Buy product A because Johnson & Johnson also makes products B, C, D, …” doesn’t work.  Johnson & Johnson offers no reward for buying product A.

Johnson & Johnson is frustrated that people only buy their products only in response to a problem.  Johnson & Johnson would like people to buy their products proactively, anticipating healthcare needs, and not waiting until a healthcare need arises.

These ads are beautifully art directed but don’t make the reader want to buy anything proactively.  The ad doesn’t suggest that people buy the products proactively and the ad promises no reward for doing so.  Johnson & Johnson will have to do more than show twenty or so of their products on a page to get people to buy the products in anticipation of a problem.

Why not bundle the products into proactive kits.  Each kit could be labeled—After School Kit, Family Car Trip Kit, Summer Vacation Kit, etc.  The kits could be marketed in a straight forward manor and the kits could be featured, seasonally, in stores.  The price of a kit could be a little less than the combined price of all the items individually.  Johnson & Johnson would find it can sell products proactively.  People would feel prepared.

It is certainly possible to get people to buy healthcare products proactively.  With some repackaging, Johnson & Johnson could make it easier and more rewarding.

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