COVID-19 reshaped consumer health marketing, making loyalty harder to build amid rising price sensitivity, demand for quality, and interest in locally sourced products. Nearly 70% of shoppers still seek preferred brands, but expect value, high standards, and transparency. Media habits shifted as lockdowns drove increased use of TV, streaming, and digital platforms. To adapt, marketers must review plans, embrace multi-touch attribution and experiments, and rebalance budgets across categories. Authentic, relevant, and even humorous campaigns resonate more, ensuring brands stay connected, maximize ROI, and align with evolving behaviors.

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