In a world where health has become our primary concern thanks to Covid-19, GlaxoSmithKline is on a mission to bring self-care into the mainstream in a bid to grow its consumer business and take the pressure off the NHS.
Last July the company formed pharmaceutical super-group GSK Consumer Healthcare, in a £10bn deal uniting GSK brands including Sensodyne, Voltaren and Panadol, with Pfizer brands such as Centrum and Caltrate.
The company is now the global leader in over-the-counter pharmaceutical products, spanning pain relief, cold and flu symptoms, allergies, vitamins and minerals. The organisation has ambitious plans to reinvest 25% of the £500m savings generated through the joint venture into innovation and other “growth opportunities” over the next two years.
Craig Percival assumed the role of marketing director for GSK Consumer Healthcare UK and Ireland in January, having previously served as oral health marketing director as part of a 14-year career at the pharma giant. His task is to unite the two product portfolios and develop a marketing culture that maximises the opportunities presented by the new business.