You might have noticed that Holland and Barrett, the high street's most proliferative purveyor of pointless supplements, homeopathic, and herbal medicines are in the midst of a rather odd marketing campaign, called #AskOurOwls.
#AskOurOwls means you can ask any question about a Holland and Barrett product, and if their staff can't answer your question, you get 20% off in store. This is accompanied by a kawaii cute animated advert featuring bunnies, hedgehog, and other adorable woodland creatures. Because natural remedies are always totally cute, safe and innocuous, right? And presumably because everyone who works there is in actual fact a shape-shifting owl cavorting as a human. Its like David Icke stuff, but with more feathers.
In the words of the ad agency who designed it:
"The campaign aims to demonstrate Holland & Barrett’s USP of considerable staff expertise, endorsing the fact that every Holland & Barrett store within the UK has had an officially qualified associate to give advice on all own label supplements, vitamins, healthy foods and weight management products"
Now, I've lost count of the number of enquiries I've dealt with because of Holland and Barrett. These enquiries are usually along the lines of "My patient has bought <insert Holland and Barrett product> and wants to know if they're safe to use with their other medicines." In some of these cases, patients have presented with over £40 worth of herbal medicines etc, and have then been told that no, they can't take it, either because it will interact with their medicines, or because it isn't suitable to be taken by someone with their medical problems.
I have no idea what the Holland and Barrett in-house staff training consists of, but I'm not sure what part of it would allow someone to buy multiple, expensive remedies beforethey know if they are safe for them to use. Its not only a dangerous strategy, but its really very poor customer service, and doesn't do much to 'demonstrate considerable staff expertise'.
Anecdotally, I have heard that in some areas, Holland and Barrett employees have been known to send patients to a nearby pharmacy to ask if they are able to take a product. Whilst this at least demonstrates an awareness of their knowledge limitations, its also pretty inconvenient for the customer to have to traipse in and out of different shops, and i should imagine pretty irritating for the pharmacist, who is having to do H&B's work for them. And believe me, these sorts of enquiries aren't always easy to do, and can be very time consuming.
So that's not all that encouraging for their #AskOurOwls scheme, is it? And it is a really quite bizarre strategy. If I ask a question about whether a product is safe for me to take, and they can't answer it, I can't really see how offering me a discount on something that I don't know is safe or not would help.
Of course the skeptical community understandably used this opportunity to Ask Some Owls some reasonable questions about where the evidence is for many of the products they sell, why they sell homeopathy when there is literally nothing in it, why they promote detox products when there is no scientific evidence for detox, why they sell high dose vitamins when there is some evidence that they may increase cancer risk etc. And no answers flowed in at all. I ask three questions, and got no response, then sent a Tweet about how I had gotten no response. This did attract a -very curt and actually pretty damn rude- reply from Holland and Barrett demanding to know if it was a question or not.
Funnily enough, after being bombarded with questions about their selling of quackery, the terms and conditions now read that the offer does not apply to questions asked via Facebook or Twitter. I have no idea at all whether these terms were the same at the start of the campaign (do let me know if you know), but it would seem very strange indeed if they have launched a campaign centred around a hashtag but which is not for use on social media. It would sort of suggest that they was actually being rather misleading, or just very careless in the original advertising campaign. Or, of course, that they hadn't quite thought through the consequences of encouraging people to ask questions about remedies that have no basis in science or evidence. Presumably they think that us mean skeptic-types will be so overwhelmed by their wondrous array of snake oil remedies that we will turn to mush and be unable to think of a question in store.
Let's see what that ad agency says again, shall we?
"The brand strategy extends to social media, where customers can engage with Holland& Barrett staff via Twitter to answer relevant health questions. By using the hashtag, #askourowls, customers are directed back to the brand."
Suspicious, non? And lets just think about this strategy for a moment. They are encouraging people to ask them health questions in less than 140 characters. Given that people are complex, and may have multiple health issues and be on many different medicines, this seems a somewhat cavalier strategy.
Then again, Holland and Barrett are home to some other really quite bizarre offers as well. What on earth is going on with that buy one, get the other for 1p thing? Save everyone the bother of having to faff about with change and just do a plain old BOGOF, for goodness sake. Or, even better, how about not encouraging pointless polypharmacy with multi-buy offers in an area where they are clinically inappropriate and potentially even dangerous?
So, next time you're passing a Holland and Barrett store, take a moment or two to drop in, and ask them for the evidence. If they can't provide you with any, then enjoy your 20% off- you should be able to find something to buy there- they do sell Bombay mix after all, which is approximately 50% more baked than their #AskOurOwls campaign ever was. Do let me know how you got on, if you do get a chance to ask a question.
You can read some more about how the #AskOurOwls campaign went wrong for H&B but right for skeptics here, and the sort of non-answer Slipp Digby got here.
UPDATE: interestingly, a mere few hours after I published this post, I got an @reply from Holland and Barrett on Twitter, promising me that someone was looking into my enquiry about acai and i would hear from a nutritionist soon. At the same time, they were merrily sending out requests for follows so that they could DM answers to many other people who had asked similar questions. However, I've never heard anything since, or been asked to follow them to get a DM response-this is now 3 days after they told me someone would contact me.
Putting aside all the other problems with this campaign, this is just utterly terrible customer service. My job involves me dealing with often very complex enquiries, and it would maybe take me three days maximum to do a complex enquiry involving a full research strategy, medical literature searches, critical appraisal of multiple papers, and to compose an answer. I would, of course, acknowledge the enquiry immediately and let the enquirer know of any delays- its common courtesy.
I can't help but notice that on their Twitter feed they do appear to be answering other questions about their products using their Timeline. So why are they using DMs to answer any which question the efficacy of their products?
I've decided to give them another chance, however, and have just asked them another, very specific question, which would take a pharmacist maybe 30mins-1 hour to answer fully:
We'll see how long that takes to get a response, shall we?
(Update: I never did hear back at all)