Ep 51: Opella's Alberto Hernandez on the commercial payback from curiosity, courage and purpose

Half the health information people see on social media is incomplete or wrong, and the result is bigger than a fact-checking problem. It’s a confidence problem. When four out of five people don’t feel comfortable making self-care choices, treatable issues get ignored and brands lose the chance to help. David speaks with Alberto Hernandez, Chief Growth Officer at Opella, about what consumer healthcare marketing should do next: guide people towards clearer, safer decisions while still earning attention in a crowded digital world.They get into the culture behind that shift. Alberto explains Opella’s challenger mindset, why curiosity has to lead to action, and how he benchmarks outside the category to raise the bar on content, media, innovation, and services. They also broaden the definition of creativity beyond advertising. Creativity becomes a way of thinking that solves business problems, unlocks new go-to-market routes, and captures the emotional reality of health, from allergies to anxiety and everyday discomfort.Then they go practical: P&L accountability, the lessons from building a shared “repeatable model of growth”, and how B Corp certification creates purpose and productive discomfort. Finally, Alberto shares how Opella uses AI to produce far more content without losing rigour, using a simple guardrail: human first, human last.If you care about brand building, growth marketing, AI content at scale, and trust in regulated categories, you’ll take away frameworks you can use immediately. Subscribe, listen, and share this with a marketing leader who needs it.Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.