Rather than talking at them, we need to design with and for them.
It's the experiences we bring to life, rather than the things we create, that build value, gain trust, and earn loyalty.
Rapp's Nic Climer examines the tension in tragedy and darkness.
HYC Health's Rich Angelini examines campaigns from Pfizer, Allergan, and Purell.
The copywriter and the art director come together to inform, spark hope, and create a path forward.
While multiple sclerosis can take a marked toll on patients and families, the message of optimism in these ads has never been more profound.
"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.
Spurgeon on finding simplicity in Procter & Gamble's "The Boy Raised by Goats" and a moving campaign about disabilities.