Mannings wins Excellence in Health and Beauty Marketing, CSR awards at MEA HK 2023

Mannings takes immense pride in receiving two prestigious silver awards at Marketing Excellence Awards Hong Kong 2023, recognising its "Excellence in Health & Beauty Marketing" and "Excellence in Corporate Social Responsibility." These honours celebrate the resounding success of Mannings' dedicated marketing campaign, "Many Healthy Returns 萬 寧．一萬種健康”, launched in April this year.

These commendations stand as a testament to Mannings' unwavering commitment to community healthcare, which has been particularly noteworthy during the tumultuous times brought about by the ongoing pandemic. The recognitions truly reflect Mannings' visionary and strategic approach to spearheading crucial healthcare initiatives for the entire Hong Kong community by offering high-quality products and expert services delivered by Mannings’ professional healthcare teams.

Challenges

The "Many Healthy Returns" campaign faced a multitude of challenges amid the evolving COVID-19 and shifting healthcare landscape:

1. Navigating the post-COVID landscape: Mannings finds itself at a crucial juncture, navigating the post-COVID landscape. Striking a balance between pandemic response and general healthcare priorities is imperative. With lockdowns lifted, the challenge lies in effectively delivering health messages while the public eagerly returns to normalcy, avoiding health message fatigue.

2. Recognising community healthcare: The importance of community healthcare during the silent societal evolution has gained recognition but remains under-appreciated. Overflow incidents in public hospital emergency rooms highlighted the need for harnessing community health resources. The "Primary Healthcare Blueprint" introduced by the government emphasises the need for community healthcare services.

3. Bridging the technology gap: Mannings aims to bridge the technology gap in healthcare, with a significant portion of the population unfamiliar with modern health technologies. The campaign also aimed to address the emerging demand for face-to-face healthcare at Mannings stores.

4. Market threats: Mannings is facing competition from total health solutions, which requires the provision of more comprehensive health services. Ensuring frontline staff proficiency, tracking evolving brand affinity, and combating infodemics and online misinformation is essential in this changing health landscape.

Strategies

Strategies are imperative for effectively addressing these challenges and positioning Mannings for sustained success in the dynamic healthcare landscape. Mannings' strategic transformation centres on three fundamental pillars:

Firstly, market leadership leverage - Mannings utilises its expansive community network and over 300 retail stores to connect with a diverse range of customers. The brand's 50-year legacy adds trustworthiness, emphasised through its beloved brand ambassador.

Secondly, strategic health focus - The campaign aims to shift the community away from health misinformation by adopting a consumer hybrid approach, blending quantitative research and valuable qualitative insights from internal stakeholders and customers.

Mannings’ professional healthcare team contributes to timely market insights, ensuring communication messages are informative and relevant. To enhance brand credibility, Mannings’ health professionals are featured in campaigns as community connectors and trusted healthcare partners. Balancing authority and a caring demeanour are essential.

Lastly, penetrating the community with effective healthcare communication -Mannings leverages its deep understanding of Hong Kong people, driven by its commissioned large-scale Health Census and ongoing market data mining. Integrated content management sustains advocacy for community healthcare, while innovative media adoption empowers diverse target groups with tailored health and beauty insights.

Remarkable results

"Many Healthy Returns," a groundbreaking campaign and holistic health communication platform by Mannings, has profoundly transformed the landscape in the immediate post pandemic period. It redefined brand perception but also positioned Mannings as the epitome of health and beauty retailing in Hong Kong. This initiative has ushered in a new era of health leadership, addressing the community's multifaceted health concerns with unparalleled clarity and depth.

What holds paramount significance is witnessing tangible returns that enrich not only the brand's standing across critical metrics but also the well-being of the entire Hong Kong community. These remarkable results span across various dimensions, encompassing brand-level elevation, pioneering health advocacy, and strategic digital engagement that resonates profoundly with the public.

The surge in customer engagement is undeniable, marked by a significant upswing in in-store and online traffic, and an overwhelming wave of positive public feedback. These achievements lay a strong foundation for sustained growth and resilience within the health and beauty industry's evolving landscape.

Mannings remains unwavering in its commitment to being a trusted advocate for community health. Its enduring dedication lies in continually delivering invaluable and insightful health information, empowering individuals, and fortifying the overall well-being and resilience of our community.

This article is sponsored by Mannings.