In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews James Kennedy, Brand & Marketing Director at Numan. Numan has transformed from a provocative men’s health startup into a sophisticated, gender-neutral digital healthcare platform. James shares how they’ve navigated one of marketing’s most challenging sectors – healthcare – while maintaining brand authenticity and driving growth. From executing taboo-breaking creative campaigns on minimal budgets to successfully pivoting from male-only to unisex positioning, Numan’s journey reveals how to balance edgy brand personality with regulatory compliance and consumer trust in a heavily regulated industry.

Topics Discussed:

• Balancing provocative creative with healthcare regulatory requirements

• Executing successful above-the-line campaigns on startup budgets

• Managing brand evolution from single-issue treatment to holistic healthcare

• Navigating gender pivot from male-focused to unisex brand positioning

• Building consumer trust in digital healthcare during and post-COVID

• Integrating performance marketing with brand awareness strategies

• Assembling marketing teams for regulated healthcare environments

Lessons For Consumer Marketers:

Lead with Above-the-Line from Day One, Even on Small Budgets

Numan’s counterintuitive approach of prioritizing awareness campaigns over pure performance marketing from the start created a foundation that made all subsequent marketing more efficient. By investing in bold, cut-through creative early, they built brand recognition that reduced their cost per acquisition across all channels.

Use Regulatory Constraints as Creative Catalysts

Rather than viewing healthcare regulations as limitations, Numan leveraged the taboo nature of their initial category (erectile dysfunction) to create memorable, humor-driven campaigns that achieved massive reach for minimal spend. The constraints actually forced more creative solutions that competitors couldn’t easily replicate.

Structure Rebrands Around Future Business Models, Not Current Offerings

James’ rebrand process focused on where Numan was heading – holistic healthcare provider – rather than where they were – single-issue treatment. This forward-looking positioning enabled their expansion into new categories and demographics without requiring another expensive repositioning.

Balance Brand Personality Across the Customer Journey

Numan maintains their edgy, humorous voice in acquisition marketing (TV ads, social) while delivering premium, trustworthy experiences in conversion touchpoints (website, app, clinical interactions). This dual approach lets them stand out in acquisition while building confidence in conversion.

Treat Team Building as Multi-Disciplinary Integration

Healthcare marketing requires traditional agency talent (creative, performance, brand) plus specialized roles (behavior change specialists, clinicians, regulatory experts). The key is protecting creative work through multiple review layers while ensuring compliance doesn’t dilute the core message.

Time Brand Pivots with Market Opportunities

Numan’s shift to unisex positioning coincided perfectly with the GLP-1 weight loss medication boom, but James emphasizes this was planned months ahead of the trend. Smart brands anticipate where their category is heading and position for future opportunities rather than reacting to current demand.

Develop Point of View as Competitive Moat

In an industry where competitors focus on SEO optimization and efficient spend, James advocates for developing distinct brand perspectives that can’t be easily replicated. This differentiation becomes increasingly valuable as performance marketing costs rise and effectiveness plateaus.

Build for Integrated Health from Launch

If starting today, James would architect the brand story around holistic, preventive healthcare from day one rather than expanding from single-issue treatments. The future of digital health is integrated wellness, not reactive problem-solving.