It is clear that creative educational programs that find memorable ways to elicit empathy for the patient experience would likely be most successful.
Executives attending Cannes Lions Health weigh in on the imbalance seen in the U.S. between branded and unbranded drug ads.
Pharma marketing has long been deemed slow to adapt. Last weekend's Lions Health festival offered a glimpse of healthcare as a first mover.
A group of Havas agencies developed a song and a ritual for a Reckitt Benckiser campaign encouraging people to use mosquito repellant.
Drugmakers test out virtual reality, partner with companies like Spotify, and go for the cinematic at Cannes Lions.
McCann Health was named Network of the Year at the Cannes Lions Health festival of creativity in Cannes.
TBWA/WorldHealth worked with Galderma to get rid of the traditional process in which an agency and its client interact in effort to improve the work.
Ogilvy & Mather London developed the campaign, called Breathless Choir and set to Sting's "Every Breath You Take."
The Lions Health 2016 health and wellness category winners.
The Lions Health 2016 pharma category winners.
The shortlist for Lions Health 2016's pharma category.
The shortlist for Lions Health 2016's health and wellness category.
The jurors advanced 103 entries in the pharma category of Lions Health. U.S. agencies accounted for 16 of them.
The discontinuation of the Take It From a Fish campaign can serve as an example of the common ups-and-downs of pharma marketing.
Health and wellness entries are up 42% to 2,024 in 2016, compared to 1,430 in 2015, while pharma entries increased 35% to 583 this year.
On creativity: "Creativity can emerge from anywhere and anyone at any time. Medical breakthroughs aren't just discovered by scientists and researchers anymore."
Everything from the brand promise to the campaign solution to the case-study video — it all has to be based in authenticity, he says.
MM&M asks: What was the ROI for putting a McCann Health smiley face on the steps of the Palais?
He talks about the three qualities that make for a great campaign and why conservatism will not help drugmakers address reputational issues.
It's time for meetings that revolve around rosé on the Carlton Terrace. It's also time for the professional creative inferiority complex to pop up for people who make pharma ads.