The news: Haleon launched an AI-powered screening tool that assesses health marketing content for different readability levels and metrics to promote more inclusive advertising.
- Haleon partnered with CreativeX to develop the Health Inclusivity Screener.
- A pilot run of the tool analyzed 1,500 pieces of creative for the Panadol pain relief brand across nine global markets.
How it works: The Health Inclusivity Screener lets marketers know how their content can be improved on three main criteria.
- Health literacy: How easy it is for consumers to understand healthcare messaging.
- Accessibility: How accessible the content is for people with visual or hearing impairments.
- Representation: Are a brand's casting choices representative of all consumers?
Why it matters: Healthcare and pharma marketers’ efforts to connect with consumers from different backgrounds are missing the mark.