NEW YORK: Ketchum launched a research tool aimed at helping consumer brands build communications strategies that highlight their health and wellness benefits.

Nancy Hicks, associate director of Ketchum's North America healthcare practice, said the tool can be used by consumer brands such as Clorox as well as an over-the-counter brand like Bufferin, Bayer's aspirin brand.

“People overall are taking a lot more responsibility for their health so they're looking for brands that enhance and promote their health ...