{"id":7584,"date":"2020-09-01T14:25:51","date_gmt":"2020-09-01T13:25:51","guid":{"rendered":"https:\/\/createhealth.com\/creativity-not-commercialism-is-needed-in-healthcare\/"},"modified":"2020-09-01T14:25:51","modified_gmt":"2020-09-01T13:25:51","slug":"creativity-not-commercialism-is-needed-in-healthcare","status":"publish","type":"post","link":"https:\/\/createhealth.com\/us\/creativity-not-commercialism-is-needed-in-healthcare\/","title":{"rendered":"Creativity not commercialism\u202fis needed in healthcare marketing"},"content":{"rendered":"\r\n

In recent months there\u2019s been a lot of talk about the evolution of the agency model. A shift from being unashamedly creative towards a focus of ruthless commercialism. It\u2019s a point of difference that\u2019s been given the spotlight amongst healthcare marketing agencies thanks in large part to ad-land\u2019s golden boys James Murphy and David Golding and their latest venture New Commercial Arts (NCA).<\/p>\r\n\r\n\r\n\r\n

\u201cWe want to do end-to-end, branded customer experience with comms as important as the rest of the experience,\u201d\u00a0Golding declared. Good for them I say, and hopefully great news for the clients I\u2019m sure they\u2019ll do outstanding work for.<\/p>\r\n\r\n\r\n\r\n

But as commerciality is being heralded as the new thing, with initiatives such as money back guarantees and new agency models focused on driving profits \u2013\u00a0the opposite is needed in healthcare\u00a0marketing.<\/p>\r\n\r\n\r\n\r\n

Healthcare has always been\u00a0dominated by the numbers. From the data that proves efficacy to the figures that reassure of safety, or the evidence that justifies the price tag \u2013 healthcare brands have always felt more comfortable talking about their rational value, rather than the emotive values involved in using their products or services.<\/p>\r\n\r\n\r\n\r\n

It\u2019s no surprise in some ways, many of the people working client-side in health are scientists. Insanely smart individuals, who thanks to schooling (in my opinion) believe science and creative are polar opposites. But for me, they are the two sides of the same coin\u00a0\u2013\u00a0and if you can fuse the two together\u00a0that\u2019s when the magic happens.<\/p>\r\n\r\n\r\n\r\n

Faster, cheaper and often\u00a0as good<\/strong><\/p>\r\n\r\n\r\n\r\n

One of the big drivers for healthcare brands needing to embrace creativity and all its power is the\u00a0increasing\u00a0competitiveness of today\u2019s market. Tech, science and material advancements have made it easier for start-ups and smaller agile companies to learn from the mistakes of the bigger players and capitalise on the categories they\u2019ve created.\u00a0In short, many brands boost the same sets of impressive data, regardless of their size or age.<\/p>\r\n\r\n\r\n\r\n

So how can creativity make a difference?<\/p>\r\n\r\n\r\n\r\n

Well you only have to walk down the pain relief aisle of your local supermarket. Towards the bottom of the shelves you\u2019ll see the unbranded generics (or own brand) of paracetamol where you can get 16 tablets for 32p.\u00a0Above, the shiny silver boxes of Nurofen offer you the same (identical active ingredients) 16 tablets for \u00a33.50 plus. The logical part of your brain says go cheap, it\u2019s only\u00a0a headache. However, we don\u2019t, why?<\/p>\r\n\r\n\r\n\r\n

It\u2019s because nine in 10 people (88%) look for pain relief for a specific type of pain (eg headache, migraine, back pain) and seven in 10 (71%) say pain-specific packs help them decide which product is best for their needs*<\/a>. In fact, many of us\u00a0believe that red coloured pills are more effective and that the more expensive the drug the faster it will work.<\/p>\r\n\r\n\r\n\r\n

Nurofen has spent years honing its branding, packaging and advertising to\u00a0leverage these behavioural\u00a0truths.\u00a0And while OTC may be governed differently to big pharma or medical devices, it\u2019s\u00a0living\u00a0proof that\u00a0creativity\u00a0and clear messaging\u00a0delivers great commercial returns.\u00a0After all, whether we\u2019re in the aisles\u00a0of a supermarket or hospital ward, humans are involved, and we are not as rational as we like to think.<\/p>\r\n\r\n\r\n\r\n

A good dose of creativity is needed<\/strong><\/p>\r\n\r\n\r\n\r\n

When I moved from consumer advertising into healthcare marketing, the first thought that struck me is that healthcare brands don\u2019t know the goodness they\u2019re sitting on. I switched to the world\u202fof wellness initially to make more of a difference than selling another tube of toothpaste or car \u2013 but quickly realised there\u2019s so much to work from creatively. The stories in health are incredibly emotive and exciting, the innovations out-of-this-world \u2013 not that you\u2019d know that from a lot of the healthcare marketing out there.<\/p>\r\n\r\n\r\n\r\n

It\u2019s time for pharma and medical device brands in particular, to start dramatising creatively the insights\u00a0they\u2019re sitting on.<\/p>\r\n\r\n\r\n\r\n

Yes, regulations and guidance need to be followed, and we can\u2019t say to hell with the data, but we shouldn\u2019t hide behind it either or let it dilute the power of the messaging because of an overly conservative sector mindset.<\/p>\r\n\r\n\r\n\r\n

Here are some\u00a0 examples of\u00a0brands that are using the power of creativity to break taboos, drive better health habits and raise awareness:<\/p>\r\n\r\n\r\n\r\n

Bodyform<\/strong>\u00a0#wombstories<\/strong><\/a><\/p>\r\n\r\n\r\n\r\n

Bodyform\u2019s\u00a0#Wombstories campaign is an outstanding example of creativity in healthcare. Described by one viewer as not an ad, but a work of art, the short film created by\u00a0Bodyform\u00a0was directed beautifully and tells a full story of emotions. The visuals are\u00a0gorgeous\u00a0and the sentiment touching. With empowering music and themes that disregard all kinds of taboos,\u00a0Bodyform\u2019s\u00a0bravery\u00a0has\u00a0yet again\u00a0created a piece of work that resonates with women, with so many different stories to tell.<\/p>\r\n\r\n\r\n\r\n

Apotek<\/strong>Hj\u00e4rtat<\/strong>\u00a0\u2013 Skin for skin<\/strong><\/a><\/p>\r\n\r\n\r\n\r\n

Apotek\u2019s Skin for Skin campaign is a great example of looking at the problem differently. Knowing that the target audience for their new skincare range were GenZ teens, Apotek knew that traditional ads wouldn\u2019t cut it and went where the GenZ\u2019ers were \u2013 taking to extremely popular gaming platform Steam. Gamers were able to trade in-game purchased skins (that they rarely used) for Apotek skincare products. The campaign was wonderfully simple in thought, underpinned by great insight and used its chosen channel to its maximum potential.<\/p>\r\n\r\n\r\n\r\n

Xofigo<\/strong>, Bayer \u2013 Battle in the bone<\/strong><\/a><\/p>\r\n\r\n\r\n\r\n

\r\n
\"Image<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

In Xofigo\u2019s astounding Battle of the Bone ad campaign, the artwork speaks for itself. Dramatic, engaging and full of pain, the image raises awareness of the deadly threat of prostate cancer, depicting men made of bone in battle.<\/p>\r\n\r\n\r\n\r\n

The image demands your attention and beautiful detail maintains it. It\u2019s the excellent craft that makes this campaign shine with a very clear message.<\/p>\r\n\r\n\r\n\r\n

Otrivin<\/strong>, GSK \u2013\u00a0<\/strong>Pillball<\/strong><\/a><\/p>\r\n\r\n\r\n\r\n

\r\n
\"Image<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

Otrivin did a fantastic job with its playful Pillball campaign. The images depict our internal organs as a pinball machine, showing the obstacles that pills face on their way to reaching where they need to be, thus promoting their fast-acting nasal spray.<\/p>\r\n\r\n\r\n\r\n

With detailed and colourful illustration,\u00a0Otrivin\u00a0demonstrated a clear product benefit and stood out as fun and eye-catching\u00a0\u2013\u00a0in a category that normally plays it safe.<\/p>\r\n\r\n\r\n\r\n

Food for thought<\/strong><\/p>\r\n\r\n\r\n\r\n

We mustn\u2019t forget that behind the scrubs, stethoscopes and PPE are people \u2013 and while they have a professional veneer, the person behind it is influenced by all the same tactics that other sectors use. They still buy Audis, iPhones and bank with Monzo for the same reasons I do \u2013 I love the brands and what they stand for.<\/p>\r\n\r\n\r\n\r\n

So if we want people to stop and take note of the science, we must be more creatively focused, not commercially, if we want to engage them. As the UKs leading healthcare marketing agency, it’s what we try to do on every project we work<\/a> on.<\/p>\r\n\r\n\r\n\r\n

Only then\u00a0can we connect with\u00a0individuals\u00a0and\u00a0potentially\u00a0improve their health for the better.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

In recent months there\u2019s been a lot of talk about the evolution of the agency model. A shift from being unashamedly creative towards a focus of ruthless commercialism. It\u2019s a point of difference that\u2019s been given the spotlight amongst healthcare marketing agencies thanks in large part to ad-land\u2019s golden boys James Murphy and David Golding […]<\/p>\n","protected":false},"author":1,"featured_media":7327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[87],"tags":[],"class_list":["post-7584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised-us"],"acf":[],"yoast_head":"\nCreativity not commercialism\u202fis needed in healthcare marketing - Create Health - Healthcare & Medical Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/createhealth.com\/us\/creativity-not-commercialism-is-needed-in-healthcare\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creativity not commercialism\u202fis needed in healthcare marketing - Create Health - Healthcare & Medical Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"In recent months there\u2019s been a lot of talk about the evolution of the agency model. 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