US industry association refreshes its image

US industry association refreshes its image
“Taking healthcare personally” is the new tagline of the US Consumer Healthcare Products Association (CHPA)

2 June 2020 - Deborah Wilkes

The US Consumer Healthcare Products Association (CHPA) has refreshed its image with a new logo, tagline and brand narrative.

The 139 year-old industry association now represents medical devices as well as OTC medicines and dietary supplements. It has repositioned itself as “the only association in the US representing the personal healthcare industry, broadly”.

The new logo is said to illustrate the association’s “future-oriented outlook, the energy and enthusiasm in the self-care industry, and the CHPA’s integrated focus on issues that matter to the OTC, supplement, and device sectors”.

The new tagline – Taking healthcare personally – aims to “communicate the industry’s commitment to empower consumer self-care by preserving and expanding choice and availability of consumer healthcare products”.

Scott Melville, the CHPA’s president and chief executive officer, said the association was responding to a change in consumer behaviour that had been underway for many years.

“The reality is that consumers don’t get hung up on regulatory distinctions, they are increasingly seeking non-prescription self-care options across multiple categories to help them stay well and get well,” he remarked. “The CHPA is home to personal healthcare companies who view self-care broadly.”

Timely during the COVID-19 pandemic

The CHPA pointed out that its message was particularly timely during the COVID-19 pandemic.

“During the stay-at-home orders issued in response to the recent pandemic, Americans have been relying on personal healthcare products in record numbers,” commented Paul Gama, chair of the CHPA’s board and president of Personal Health Care at Procter & Gamble. “CHPA’s evolution into a more integrated self-care association is critically important, since this is where the marketplace is already going.”

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