Why your health campaign failed.

In healthcare marketing, we spend a lot of time trying to solve problems. How do we raise awareness of this new product? How do we drive uptake in this patient group? How do we educate doctors?

But often, we’re rushing to solve the problem right — with compelling creative, sharp strategy, and well-planned media — without asking whether we’re solving the right problem in the first place.

At Green&Co, that’s where we start. Because if you misdiagnose the behavioural challenge, even the most creative campaign won’t move the needle.

Our motto?
Solve the Right Problem, Solve the Problem Right.

❓From Awareness to Action: What Are We Really Solving For?

We’ve all seen briefs that assume the issue is awareness. But in behaviour change work, awareness is rarely the full story.

People might know about the condition, the product, or the service — but they don’t understand it, don’t trust it, or don’t see themselves in it.

And even when they do, they still might not act. Why? Because the real barrier is often something deeper:

• Frictions in the environment (cost, access, time)

• Social norms or stigma

• Beliefs and biases (“That’s not for people like me”)

• Lack of confidence or cues to act

These behavioural drivers are almost invisible in a standard marketing brief. But they are the difference between seeing a message and doing something about it.

🧠 How We Reframe the Brief

Before jumping to tactics, we zoom in on the behaviour itself. Who needs to do what, when, and why aren’t they doing it already?

We use a behavioural lens to reframe the challenge — turning vague goals into sharp hypotheses we can actually test, measure, and solve for.

Instead of:

“How do we drive more conversations between GPs and patients about X?”

We might ask:

“How can we prompt GPs to initiate conversations about X at the right moment — so that more patients feel supported and take the next step with confidence?”

That’s not just semantics. It changes how you plan the message, the channel, and the moment.

✅ Solve the Right Problem, Solve the Problem Right

A great strategy doesn’t start with channels or KPIs. It starts with a better question.

That’s what we do at Green&Co — helping healthcare brands and agencies decode behaviour, sharpen the brief, and build ideas that actually change something.

If you’re working on a challenge that’s stuck, we’d love to hear from you.

Sometimes, solving the right problem is the most powerful idea of all.