From 2021 to 2024, a pharmaceutical company addressed challenges in Latin America’s self-care market—fragmentation and health-related misinformation—by launching a strategic communications campaign. Speyside developed tailored narratives and a regional strategy to promote over-the-counter medicines, disease awareness, and responsible self-care. The effort resulted in over 350 media clippings across top outlets and positioned company leaders and experts as credible voices, strengthening the company’s leadership in the region’s consumer healthcare space.

Between 2021 and 2024, the self-care market in Latin America faced two major challenges for a leading pharmaceutical company. : market fragmentation and the spread of health-related misinformation. To counter these trends and establish clear leadership, the company sought to launch a strategic communications initiative. Its core objective was to amplify the visibility and authority of its consumer healthcare business, positioning it as the leading driver of responsible self-care among consumers in the region.

Speyside implemented a regional communications strategy focused on over-the-counter medicines, disease awareness, responsible self-care, and brand reputation. Narratives were tailored for each market, supported by scientific studies, public data, and seasonal health trends. The approach integrated proactive media engagement and strategic interviews with both company executives and external medical experts

Over two years, Speyside’s efforts led to more than 350 media clippings, including top tier media outlets such as Infobae, Fortuna, La Gaceta, La Voz (AR); W Radio, Forbes, Vanguardia,  Caracol Radio, Edición Media (CO). Strategic earned interviews positioned spokespersons—from the General Manager to specialist physicians—as credible voices on responsible self-care, strengthening the company’s leadership profile in the region.