Brand Strategy for a New Era.
OTC brands are under significant pressure to transform. Much is changing; little remains the same. New technologies, new channels, new consumer behaviors, new players—the health industry is entering a new era. We help brands navigate this journey, making them visible and ready for the future.
THE SIGNAL is PEIX’s creative and strategic consulting unit for OTC brands. We want to make brands meaningful to customers.
Loud yet invisible?
Most brands are active, take action, and invest, but they don’t make a difference.
Traditional strategies don’t offer effective tools to counter today’s market forces.
We want every OTC brand to be able to send a clear message. We'll figure out how to do that together.
THE SIGNAL is a collaboration between the Berlin-based healthcare creative agency PEIX and brand strategist Torben Bo Hansen. THE SIGNAL combines creative excellence and healthcare expertise with the brand methodology of a consumer strategist. Its mission: to transform OTC products into companion brands.
Platforms
Mail-order pharmacies, online platforms, and drugstores have successfully inserted themselves between your brand and your customers. They dictate the terms and often reduce OTC brands to supplicants in their own market.
AI
AI advises customers and makes decisions on their behalf. AI reads structured data, looks for patterns, and—ideally—identifies the resonance of your communication. This communication must be crystal clear and trustworthy.
New Benchmarks
Their new competitors are stylish and not over-the-counter. Modern health-lifestyle, longevity, and dietary supplement brands are turning health into a status symbol. They don’t primarily sell active ingredients and functional benefits, but rather identity and self-efficacy.
WHAT WE OFFER
No one-size-fits-all approach will take your brand to a new level of impact. We develop a customized overarching concept— starting with strategy—and then make it operationally feasible.
Our approach can be broken down into 4 analysis and consulting modules:
the scan
AI Reality Check: We assess how visible your brand actually is in AI systems, analyze untapped demand potential, and identify effective strategies.
the reset
Is your brand distinctive, easy to understand, and worth recommending—beyond just its active ingredient? We define a clear brand role to ensure effective communication, visibility, and growth.
capitalization
We translate potential demand into concrete actions for pharmacies, platforms, AI systems, and consumer communications. We prioritize opportunities and use AI systems to make our recommendations transparent, trackable, and manageable.
The Structure
We create sustainable structures that your team can continue to develop on its own. We guide you through initial decisions and new priorities. The result is repeatable success—not because we’re always there, but because the structure is right.
July 7, 2026
Podcast Episode #3: Brand Critics
How are OTC brands faring in today's healthcare market? We asked Torben Bo Hansen, an independent management consultant
September 30, 2026
Podcast Episode #9: Brand Critics
AI, Amazon & D2C: In the podcast, Torben Bo Hansen explains why OTC brands need more than just relaunches and media budgets.
November 13, 2026
Fire
GEO
Letter
SECOND OPINION
People first, or GEO first? Are we optimizing in the wrong order?
Effective recommendations and measures are not just the result of a strategy developed across departmental silos. Above all, they arise fromrespectful collaboration that recognizes and brings together all areas of expertise. And when a team enjoys working together.
Nathan Light
Strategic Consultant
Torben Bo Hansen
Strategic Brand Consultant
Nicole Bode
Creative Director
Thea Welle
Head of AI & Marketing Technology
ABOUT PEIX
The PEIX Health Group is the leading creative agency for healthcare and life sciences. From strategic consulting and medical support to concept development and creative work, as well as PR and media relations:
With its experienced teams, PEIX develops and implements impactful, innovative communication concepts and campaigns using a multimedia approach. For 31 years, PEIX has been recognized with national and international awards. The PEIX Health Group currently has 80 employees.
Torben Bo Hansen
Torben Bo Hansen engages in strategic discussions with entrepreneurs, asking precisely the questions that often go unasked—even though they are essential for a thorough analysis. During his more than 30 years in marketing and advertising, he was responsible for brands such as Jever and Astra on the corporate side. Later, as a member of the management team at the advertising agency Philipp & Keuntje, he successfully provided strategic consulting to clients such as Jägermeister, Sennheiser, Audi, and Deutsche Bank.
We believe that every OTC brand can send a clear message.
Let's work together to find out ifthat's already the case for your brand.
