It all starts with creative briefs; they are the foundation of successful marketing campaigns. However, not all briefs are created equal. In every industry, you’ll find good briefs, bad briefs, and downright ugly ones.
It’s because so many of them fall short of having one, clear purpose, which results in creative campaigns that don’t quite hit the mark. In fact, it’s estimated that 26% of marketing budget is wasted on poor briefing.1
In healthcare marketing, the stakes are especially high. A confusing or overly complex brief will not just fail to guide creative efforts, but unfocussed messaging can negatively impact busy healthcare professionals or patients who rely on accurate and impactful health communication. Basically, when the foundation isn’t focussed enough, the entire campaign will suffer.
The secrets to a healthy creative brief
Good briefs need to be, well… brief. Creatives need one strategic direction. A great pharmaceutical brief should provide one clear message and a simple, measurable goal to guide creatives in developing impactful campaigns.
In this video, our experts at Create Health talk through the key elements that make a good brief, including:
Creating a good brief is easier said than done. Our experts have been honing their skills for decades, to create briefs that can guide our team to create impactful campaigns that stick in peoples’ minds.
Everything we do, especially in healthcare, has the power to raise awareness around a disease or condition, or even contributing to a behavioural change that helps people live healthier and happier lives.
In this video, watch our Strategy Director (Claire), Head of Client Leadership (Jess) and CEO (Phil) discuss how to create a good brief. Click here to watch the discussion and to download the full briefing template.
