"Other brands have missed the mark, with an apparent belief that once you hashtag it, they will come," she writes.
The president of the 2017 Lions Health pharma jury shares campaigns that incorporate technology, innovation, and creative thinking to impact behaviors and change lives.
The chief creative officer takes a look at campaigns in and outside the U.S.
Here are six creative campaigns that use creativity to connect with the audience.
Here are six global campaigns that make the case for persuasion.
The heart is a tireless worker, beating day and night. When we're telling stories for healthcare brands, we should remember what it takes to infuse real feeling, to get people to care.
Here are six campaigns that connect with the patient on a personal level.
Here are four campaigns that that help raise awareness of HIV treatment and alter prejudices.
The science behind new diabetes drugs underscores how far we've come from the days of purified pork insulin. Even so, most ads stick to traditional copy.
The key to a successful ad? Think simple with an unexpected twist.
Think chess game rather than bare knuckle brawl.
Curious what a 2016 Lions Health judge thinks about creativity? Here's what defines behavior-changing creativity for Guidemark Health's Tina Fascetti.
When a brand takes the time to fill in the backstory, that's when the real connections begin.
A great strategy humanizes a customer insight by tapping into a universal human truth.
Here are some compelling campaigns that invoke a visceral response—you laugh, cry, even cringe—followed by a more thoughtful and inspired reaction to learn more.
Spurgeon on finding simplicity in Procter & Gamble's "The Boy Raised by Goats" and a moving campaign about disabilities.
Dina Peck's Private View: It's a new year. Let's all commit to creating work in 2016 that inspires.
Healthcare promotion: Happiness isn't the only emotion
What to do next year to be sure to see your agency's efforts highlighted in the big-time venue Lions Health
Are You Looking at ME?
Healthcare has amazing content at its disposal but it isn't enough to just lay it out there (especially with bland stock photography)
Brent Scholz is group creative director, Intouch Solutions
"Here are some examples of some elegant initiatives from some very smart people to put a substantial stake in the ground toward these rather monumental global [health] efforts."
These multi-dimensional, surround-sound experiences suck you right in for living, breathing engagement
These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.
What good is information, if it forgoes the emotion that moves people to take action? Enter visual storytelling—an emerging art form designed to conjure up narratives through stirring imagery and simple messaging.
Dan Chichester, chief creative officer, LLNS
Evan Young, associate creative director, Renavatio Healthcare Communications.
How can testimonials make their mark in a branded space? By getting real.
In today's multi-channel environment, game-changing ideas blend creativity and sensory ideation to create a meaningful customer experience
Good stories feel as if they're meant for us, and they stay with us.
These ads take aim at the aging male population. How well do they do at hitting their target?
Well-conceived disease awareness communications can be a powerful vehicle in establishing an urgent, emotional connection with an audience
These days, hitting the target in ads is ever more critical. These five ads are up to the challenge.
Everyone knows how to create the expected. But to be a great ad, it takes a little bit of the unexpected. These six show how it's done
Displaying an in-your-face, post-digital sensibility, these global campaigns tell provocative stories to instigate behavioral change
Images that dramatize physical problems with an almost nightmarish spin make for compelling brand messages in six top-notch advertisements
Print reaches readers when they are engaging with ideas. These ads show how to make that connection pay off.
Whether serious or humorous, the right "line" can stand alone, transcend the need for an accompanying visual, and become iconic in its own right.
If pharma advertising can stimulate gut instincts—with contrasts like before/after, risky/safe, with/without—it will be more effective
When a solution to a manageable condition is combined with an inspirational consumer insight, healthcare marketing can deliver a laugh along with an indelible message
Taking a look at who different pharmacies are, or maybe who they want us to think they are, today
Audrey Fleisher, VP, Group Creative Director at Digitas Health
Taking a look at some creative approaches agencies have taken to help make a product jump off the page