done. More importantly, if we take inspiration from the patient experience, there
are bigger problems to solve. The patient
experience doesn’t stop once someone
has a basic understanding of their condition or can identify a product by name.
Instead, it’s just the start of a life-changing reality for many.
As we analyze this year’s winners, such
as “Immunity Charm,” for hints on how
to improve 2018 entries, let’s also think
about how we can apply key elements of
these health and wellness initiatives to
shape a better patient experience: 1) Go
big. Move beyond developing initiatives
that nudge individual behavior to creating social or cultural changes that improve the lives of people living in the face
of serious illness; 2) Think longer term.
Push ourselves to think beyond promoting awareness to creating solutions that
support patients’ resilience throughout
their journey; 3) Don’t go it alone. Break
down the silos to form partnerships outside the typical circle of stakeholders to
enhance reach and impact.
Awards aside, when life-saving medicines are combined with life-changing
creativity, we give patients solutions they
need and deserve. And everyone wins.
Not winning a Lion, does
that mean you suck?
Cannes recap 2017
By Scott Watson
Chief Creative O;cer
Ogilvy CommonHealth Worldwide, part of
WPP Health & Wellness
to the South
of France, surrounded by all
the beautiful people, brilliant creative minds, and
not winning, does
tend to make you
feel like a worthless creative piece
of crap. It gets you angry and frustrated
and leads you to question your creative
abilities. Why is that? Because you are
in the presence of the greatest creative
work in the world, all at one place, and
to make you feel worse, this work is in
our healthcare space.
Or is it?
While there are always great ideas to
be seen at Cannes, some of the winners
and finalists make you wonder if they
really belong in the category they are in.
Which has prompted many discussions
around the industry as to why there is
a Health & Wellness and a Pharma category. There is definitely a blurred line
between the two.
My personal opinion is that if they
are to keep the Pharma category alive, it
needs to be redefined to be more focused.
If “highly regulated” is in the description
of the category, then the work should ad-
here to that. When you have 80-90% of
the winning work come from awareness
or pro bono campaigns, it makes for a
frustrating experience for the many who
truly go through the painstaking approv-
al processes to get a great idea out there.
Don’t get me wrong, I love seeing all of
the experiential ideas – they open your
eyes to what can be done and help you
to rethink how you might approach an
existing brand’s promotion. And it only
takes one of these great ideas to move
you and change your perspective on what
you need to start doing greater work. The
Nicorette “One Breath” branded film did
just that for me. Having worked in the
Smoking Cessation category, I can truly
appreciate the beauty of this entry, and
the fact that it was a pharmaceutical
brand made it all the better. It’s an amaz-
ing production that tells a powerful story
about the efficacy of the drug through
the life of a diver who quit smoking when
he saw what had happened to his father
from smoking. It’s three minutes of in-
trigue, emotion and insight, wrapped
in a gorgeously produced film, and in a
world where we have so many talking
head patient videos, this opened my eyes
to what we need to begin to strive toward
in our day-to-day, heavily regulated
So, off I go with a renewed creative spir-
it, back into our highly regulated world,
to create something great, that I will be
proud to say – doesn’t suck. medadnews
Lions Health 2017 extrafeature
FULL BLEED AHEAD.
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