Read the Conversation
Conversation highlights:
- P&G is today one of the leading consumer health companies in South Africa, serving consumers with superior quality brands in cough/cold and vitamins/nerve health categories. We aspire to contribute to a healthier South Africa.
- South Africa's healthcare system increasingly recognizes self-care as an affordable solution to reduce costs and improve overall health outcomes.
- Economic empowerment and consumer evolution in South Africa represent unstoppable growth opportunities for healthcare investment.
- Digital-first approaches are essential as consumers turn to internet searches for health information, requiring reliable, verified sources.
- P&G's talent development programs, including career fairs and leadership initiatives, focus on building future-focused organizations
- Government efforts toward socioeconomic empowerment create opportunities for the public.
- Private partnerships in building resilient healthcare systems
EF: What is P&G's vision for the healthcare division in South Africa?
HB: As P&G Health - the healthcare division of P&G- we are present in the country in Cough & Cold with our Vicks Range (Vicks Vaporub, Inhaler, Vapodrops & Iliadin sprays & drops), and in Vitamins & Nerve Health with our Slowmag & Neurobion Range. Our vision is to drive sustainable, balanced growth by delivering irresistibly superior propositions that meet South African consumers' needs. We plan to achieve this through superior quality and trusted healthcare brands, leveraging innovation, enhancing productivity, and building strong partnerships with Healthcare practitioners, Pharmacists, and business partners to create lasting value for consumers.
EF: What are your key priorities and opportunities for P&G in the South African healthcare market?
HB: As we enter 2026, we're positioned to navigate South Africa's evolving market landscape by leveraging global strategies empowered with local insights. Our commitment to delivering superior products and consumer engagement remains central to our agenda. Our focus centers on three key areas: consumer empowerment, condition awareness, and consumer-centric innovation. These priorities address both the challenges and opportunities we see in this market, always maintaining our dedication to superior product delivery and meaningful consumer engagement.
EF: How do you assess the current state of self-care in South Africa?
HB: There's definitely growing recognition of self-care's importance in South African consumer healthcare. The healthcare system increasingly recognizes self-care as part of a broader healthcare strategy, with promotion of self-care as an affordable health solution gaining significant market traction. This highlights its potential to reduce healthcare costs and improve overall health outcomes. However, barriers exist, including healthcare literacy disparities across demographics and socioeconomic factors that impact consumers' ability to engage in self-care. We're addressing these challenges through improved healthcare literacy, stakeholder collaboration, regulatory framework support, and retail partnerships to ultimately improve healthcare outcomes nationwide.
Consumers with higher health literacy are more likely to engage in effective self-care practices. This empowerment is linked to better health outcomes and increased engagement in self-care practices. Hence, we are focused on empowering consumers through health literacy, enabling them to make informed decisions about their health. Through our campaigns for our flagship brand Neurobion, we are working on symptom awareness of numbness and tingling, which can be a sign of vitamin B deficiency. This enables consumers to be more aware of what is happening to their bodies. Similarly, on Slowmag, we engage the consumer on healthy living through staying physically active and the role of Magnesium.
Self-care practices in South Africa are also often influenced by cultural beliefs and traditional medicine, which play a significant role in how consumers approach their health. Our Vicks® – Relief is in Our Roots campaign, during Heritage Month, celebrated a deep-rooted bond and the special place Vicks® holds in the hearts and homes of South Africans. For over 75 years*, Vicks® has been more than just a remedy in South African cupboards; it has been a trusted companion woven into the care rituals that connect us across generations and communities. The “Relief is in Our Roots” campaign honoured our shared heritage and reflects the essence of South African traditions, where care and relief go hand in hand.
EF: What observations have you made about South Africa's potential after returning from your international assignments?
HB: After eight years away and comparing to where I left, I see the country moving forward economically, living standards are changing, and this represents significant opportunities to improve further and play a role in South Africa's healthcare advancement. The economic empowerment and consumer evolution happening across Africa, and specifically in South Africa, is visible and unstoppable, representing opportunities for investment.
EF: How is P&G implementing digitalization and AI in healthcare?
HB: We cannot disregard digitalization; everyone's going digital. This spans from media strategies adjusted to today's fragmented media landscape to direct consumer communication. Many consumers turn to the internet for health information, often relying on general searches rather than verified sources, highlighting the need for improved access to reliable health information. We've adopted a digital-first approach for brand campaigns while ensuring availability on e-commerce platforms. Healthcare provider recommendations remain critical in shaping consumer behavior regarding self-care products and practices, so building strong provider-patient relationships enhances self-care adoption.
EF: Why is investing in South Africa's healthcare sector a compelling opportunity?
HB: The economic empowerment occurring in South Africa is visible and unstoppable, representing the biggest investment opportunity. We also see government efforts toward socioeconomic empowerment and establishing a robust domestic market to improve health outcomes. The government is building a resilient healthcare system that prioritizes citizen well-being, and we aspire to contribute to a healthier South Africa. Beyond the business aspect, there's a social responsibility dimension that cannot be separated from any African business. Our commitment includes investing in innovative health solutions meeting South African community needs and collaborating with stakeholders to improve access to essential healthcare resources.
EF: What leadership development and talent initiatives does P&G have in South Africa?
HB: People development is one of my passions. We have several programs we've enhanced in South Africa, including career fairs, our StandOut program, and PEAKathon events, all pivotal components of P&G's recruitment strategy. These initiatives help identify top university talent while playing a critical role in leadership development. Our StandOut Showcase features business-led workshops, live examples, and competitive case studies, giving students authentic experiences of our culture, standards, and growth opportunities before they even apply. We also prioritize ongoing leadership development through internal courses and holistic programs designed to accelerate personal and professional growth. By embedding development into our culture, we ensure we're building strong leaders for today while cultivating adaptable, forward-thinking leaders for the future. For P&G Health in particular, we look forward to healthcare talent joining us and contributing to iconic brands like Vicks, SlowMag, Neurobion, and Iliadin, while being part of a team celebrated as one of the most attractive workplaces, enriched by deep healthcare mastery and a legacy of innovation.
