Oct20

Do we need a healthcare awards show?

Health_AwardsWith all but one or two award shows done and dusted for the year, I can honestly say that I have been delighted to see the standard of creativity in healthcare grow from strength to strength. It’s been inspiring, but at the same time it’s been frustrating.

Recently I judged at one of the major healthcare award shows along with some of the industry’s best—people I respect deeply.

We had some interesting conversations around a few of the entries. The main discussion point being, is this really health?

Saving dogs, a hashtag for mums about how amazing their child is, helping hungry people or recruiting medical staff for the armed forces—for me seems broader than health or not even health at all.

We did discuss the fact that it lifted the game in terms of thinking and execution, but it was acting as a guide stick of where we need to be rather than being a true health entry.

But do these types of entries make the interactive visual aid that has been under the red pen of medical advisors feel boring? Does it make the print ad idea that has made it through the treacherous journey of a pharmaceutical marketing department and research group feel flat? Does it make the medical education program that the regulatory body has scrutinised to the inch of its life look dull?
The answer is yes.

There is no place for pharmaceutical work in a current healthcare awards show. If it isn’t bringing you on the brink of tears or changing the world as we know it, it won’t get a real look in. It will be blindsided.

So should we have a healthcare awards show? Why not simply have a health category in the mainstream shows?

Think we know the answer to that one.

The bigger question is (and part of the reason why award shows were there in the first place), how are we going to lift pharmaceutical communications to a better standard? How are we going to inspire true healthcare agencies that live and breathe health every day?

I believe they deserve to be judged in a very different way.
The idea and great execution, without a doubt should be there. But pharmaceutical communications goes deeper than that. It’s the strategy that creatively and intelligently weaves its way through the minefield of regulations and treatment indications. The medical writing that’s taken highly scientific information and made it code-compliant yet highly persuasive to a cynical physician.

So with all this in mind, I believe we do need an awards show for healthcare, but it has to be very different from the shows we currently have. They are mostly celebrating work that’s for the good of man (or animal) kind and I believe you could tack anything to that and call it health.

Pharma is a weird and wonderful world and a very specialised one, so when it comes to judging creativity, should it not be seen through a slightly different lens?

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, agency life, behavior change, Branding, Clients, Creativity, Culture, Design, Great Ideas, Health & Wellness, Healthcare Communications, Innovate, Marketing, Media, Medical Education, Medicine, Pharmaceutical, Physician Communications, Strategy | Comments closed
Aug7

We Meowed at Lions Health in Cannes

cannes meowCan you believe it’s been almost two months since the very first Lions Health at Cannes! I am actually kicking myself for not writing this sooner, but you know how it goes.

Overall, I thought the standard of work was high, and that’s what you would expect for this type of event. I wouldn’t say that there was a new standard set, but there were definitely new players—non-healthcare agencies that haven’t been bound by medical departments or the weight of the past.

Cannes Lions Health is putting healthcare advertising and communications on the world stage, and I think this is great, but the playing field has just gotten bigger. So us healthcare folk need to stretch ourselves even more and deliver ideas that aren’t a print ad, e-detail aid or a direct mail series. We need to look outside of this and step away from the pharmaceutical/health look, feel, taste and tradition.

I am proud to say Ogilvy CommonHealth Australia did just that with “Cat Ramps,” a little ambient idea that set out to raise awareness of cat osteoarthritis.

Instead of doing posters or an ad, we created a series of specially made ramps with website activation that were placed in Hyde Park Sydney on one day. Park visitors and city workers could interact with the ramps, activate the mobile website, learn about the disease and the signs to watch for, and potentially seek a management plan from their local vet.

The traffic to the website exceeded objectives threefold. Just under their monthly hits was achieved in one day.

Even though we only made it to Finalist, it was a big achievement given the 1,400 entries from 49 countries.

But the biggest achievement was getting this idea signed off and up and running.

So this little meow will hopefully turn into a big roar for Ogilvy CommonHealth Australia as we start our journey toward the next Lions Health in 2015.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at
blog@ochww.com.
Please allow 24 hours for response.

Also posted in Cannes Festival, Creativity, Healthcare Communications, Media | Tagged , , , , | Comments closed
Nov19

The Global Awards Ceremony

blog thumbnailAs you enter this welcoming, creative environment, you are immediately humbled by the amazing creative work on display. The best work from around the world. The creative directors from many of the world’s top agencies are in attendance. It is a true creative event in every sense of the word.

The work is brilliant, and it is judged by only creative eyes. The judging takes place at 3 locations: Sydney, London and New York. And while you are here mingling with creative royalty, there is this great sense of community, as only creatives can experience. It is a chance for us to share stories, discuss the work, and enjoy each other’s company without the daily politics we are so used to dealing with.

This show is a very special one. They do it right, by getting a true global perspective on the work and then putting that judging through even more scrutiny at the regional level. Once it gets past the regional level, only the very best moves into the executive judging in New York. This is where the Global finalists and Grand winners are determined.

The debates over which work deserves to be considered the best are fun and filled with an intense passion. What is special is that we are fighting for someone else’s work to be recognized as the best. No other show does that.

And after we are done with the marathon of judging, we all go out and get to know more about each other, share our stories, and build friendships. Yes, we are rivals during the day, but during this prestigious event we are part of a special group that has a tremendous amount of respect for each other.

CONTINUE THE CONVERSATION:
Questions? Comments? You can contact the author directly at blog@ochww.com.
Please allow 24 hours for response.

Also posted in advertising, Creativity, Global Marketing, Great Ideas, Healthcare Communications, Marketing | Tagged , , , , | Comments closed