Live from Cannes Lions Health: This year, we learned one thing for sure: health is everyone’s business. Award winners included retailers, technology manufacturers, consumer packaged goods brands, advocates, and, of course, healthcare leaders. This was the start of a true Era Of Inclusion, one in which all these creative leaders are making bold moves to make health and wellness more accessible, more open, and easier than ever. Check out some of the great work we saw and heard:
The Health And Wellness Winners At Cannes Lions
A peek into the very top award winners, including the first Pharma Grand Prix in three years, an incredible accessibility move by IKEA, and a creative idea for puppy health that will be sure to make you smile.
From the kickoff to Lions Health, this incredible call to action focused us all on what it means to fuel life-changing creativity, including examples that brought sunshine to school children and the perfect wedding song to every couple.
Everyday Support That Changes Lives
These three examples show what it looks like when pharmaceutical and healthcare leaders really “live in” to their missions of supporting real patients in real life. Look for great programs from Eli Lilly, Bayer and Cancer@Work.
High-impact music was a major theme at Lions Health this year. Brands brought the beats to engage millennials, talk about vulva shaming and even work as a treatment. The results are stuff you can dance to and learn from.
In China: Healthcare Isn’t About Care, But Cure
Jun Wu, Founder and Chairman of Cenova Ventures, shared a clear view into what healthcare is like in China today and set specific bets for the top three shifts likely to quickly change the experience of care there.
Too-Small-To-Fail Steps To De-Stress
P&G and Thrive Global launched a big new initiative at Cannes Lions: they’ll be working across six of their super well-known brands to bring habit-stacking to consumers, helping to move their products from part of everyday mindless routines to something much more meaningful.
From Do The Right Thing To Do The Easy Thing
This is maybe the most exciting change in healthcare communications right now: companies and institutions are moving from telling people what they HAVE to do to creating delightful experiences around doing the right things. Look for lollipops and unexpected passes on speeding tickets in this one.
It’s always great to see Atilla Cansun back at Cannes talking about how to create brands people love. In this presentation, he took us into the specific ways Merck Consumer Health (now part of P&G Health) systemizes building brands that speak to doctors today and are ready for the future.
Taking Healthcare to The Streets
Does all great marketing happen on screens in 2019? No way, these campaigns happened on busy street corners around the world and interrupted people’s daily lives with critical healthcare ideas and experiences that changed thinking.
The Value Of Entertainment In Pharma
The promotion for this talk called it the first bingeable pharma campaign. It’s an incredible initiative for the hemophilia community spearheaded by Genentech that include a magician, real patients, and celebrity coaches. Yeah, it’s kind of incredible.
I Never Expected To See That There
Sometimes marketing shows up in very unexpected places. Like, say on rolls of toilet paper or inside yarmulkes. In this post look for some of our favorite unexpected healthcare communication interventions for consumers and healthcare professionals.
No one loves trends more than the writers of this blog; so, when we saw a talk on trends, we knew we had to be there. This one paints a picture of a future that’s female and gray and new generation that will fundamentally change healthcare (including changing the definition of the letters MD).
From Design Thinking To Design Linking
GSK’s head of design and innovation laid out a new future for the role of design, positioning it as the one discipline that can breakdown silos. In the talk, he shared the incredible toolset that brand leads have there today to both create for now and imagine for the future.
