live at lions health - Medical Marketing and Media

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LIVE
AT
LIONS
HEALTH
TAKE-AWAYS
SPONSORED BY
Highlights from the two-day
Lions Health international
festival of creativity in
Cannes, France,
June 19–20.
Healthcare
Conference 2015 x mmm-online.com
x1
Powered Transforming
by MM&M ’s Live@Cannes
microsite.
LIVE AT LIONS HEALTH • 2015
3 CANNES THE US COMPETE IN A WORLD OF LESS
REGULATED CAMPAIGNS?
By Matt Brown, CEO, Guidemark Health
4 ASTRAZENECA WINS PHARMA GRAND PRIX AT CANNES
5 2015 LIONS HEALTH WINNERS
8 PHARMA AT CANNES: C’EST LA VIE
4
3
9 NOVARTIS EXEC: PHARMA CULTURE CAN BE
STUMBLING BLOCK TO CREATIVITY
9 MULLEN LOWE’S SOKOLOFF CLOSES LIONS HEALTH
10 MOBILE’S ROLE IN HEALTHCARE IS STILL EXPERIMENTAL
10
8
9
10 GRAND PRIX DROUGHT ENDS BUT QUESTIONS PERSIST
10
Haymarket Media, Inc. 114 West 26th Street, NY NY 10002
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Jaimy Lee, News Editor | [email protected]
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Deborah Weinstein, Senior Reporter | [email protected]
Kevin McCaffrey, Web Editor | [email protected]
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EVENTS, PRODUCTION AND CIRCULATION
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Live at Lions Health 2015 x mmm-online.com x 2
ERICA BERGER
CANNES THE US COMPETE IN A WORLD OF
LESS REGULATED CAMPAIGNS?
I’ve said it many times, publicly and in
print. I love this industry and the great talent who have committed to being a part of
it. Like any market, healthcare certainly has
its ups and downs. And not every day is a
life-changing experience. But on the whole,
I have really enjoyed the people I have met
over my two decades in the business and
have been proud of the work that we have
done, collectively.
The second annual Lions Health international festival of creativity in Cannes,
France, took place in June. The two-day
event is intended to not only recognize
life-changing creativity in healthcare but also inspire the
industry.
If you haven’t heard of or attended Lions Health, it was
carved out of the Cannes Lions International Festival of
Creativity (at the request of our industry) in recognition of
the creative challenges that are inherent in a highly regulated environment.
The Lions Health event doesn’t draw the mega-sponsors,
attendance, celebrity appearances or the enormous production of the parent festival celebrating all other advertising creative. But for those of us who are passionate about
and dedicated to improving the health and lives of people
everywhere, that doesn’t really matter.
Because for two short days a group of global creative
healthcare communicators from competing agencies get
together to share and celebrate work that is changing lives.
And, in many cases, that work is changing the lives of
entire cultures and patient populations.
If you don’t believe me, just take a look at some of the
short-listed campaigns or dive into this year’s winners.
There are some incredibly moving and inspiring initiatives
being developed by bold clients and their agency partners
around the world.
Unfortunately, representation by US-based clients and
agencies at Lions Health is underwhelming.
I suppose that its location in the south of France might
be viewed as cost-prohibitive or unnecessary. And considering that much of the discussion of the festival is on the
awards and the nominal number of US award winners—it
might make the festival seem irrelevant to many.
I will admit, as a US-based healthcare agency leader,
with primarily US healthcare clients and brands, I have
been confused and disappointed by the work that has been
awarded at Lions Health the past two years.
“Two full days
of cross-agency,
cross-geography,
cross-cultural
creativity reminds me why I
love and respect
this industry.”
I discussed this with a number of my
friends and colleagues during this year’s
festival and we noted a few of reasons for
this. For one, some of the awards seem to
be more about the life-changing innovation of the product rather than the actual
campaign. Second, the challenges faced
by some world cultures are extraordinary —Matt Brown, CEO,
compared to our own and we can’t com- Guidemark Health
pare on a grand emotional scale to the
types of issues they face. Last, in most areas
of the world, marketing spend is focused
on
unbranded disease-state campaigns,
which are less r egulated and open the door
for unlimited creative freedom, while the US focuses its
budgets on branded consumer and physician campaigns
that must sell the product’s functional benefits in order to
recognize a return on investment.
Ironically, given the basis for the existence of Lions
Health, these are the campaigns that are the most regulated and interrupt the creative freedom needed to get recognized as award-winning.
Consider that less than a third of the short-listed campaigns at Cannes this year were branded campaigns and
only a couple came away with a trophy. Even the P
harma
Grand Prix winner was for an unbranded disease-
education campaign that did not need to conform to the
regulations of a branded campaign.
So, if Lions Health is going to largely award movements,
PR initiatives, disease education and non-branded promotions, then what is the point of the US attending the festival
when that work only accounts for a small portion of a US
brand’s promotional budget?
Because, you and I both know, it really isn’t about the
trophy.
The award show is a one-hour event in an otherwisepacked schedule of inspiration and networking. If I’ve
learned anything from my time at Lions Health the past
two years, it’s that two full days of cross-agency, cross-
geography, cross-cultural creativity reminds me why I love
and respect this industry.
And seeing the truly life-changing creativity across the
SPONSORED BY:
globe makes me want to advocate for the entire US market
to push to consider how we might use creativity to solve
our own major disease-state challenges, such as diabetes
or hepatitis C.
Our industry needs its own movement. And maybe
Lions Health can be a catalyst for it. —Matt Brown
ASTRAZENECA WINS PHARMA
GRAND PRIX AT CANNES
a Gold Lion, as did Possible Seattle’s digital campaign for
Microsoft’s OneNote.
Bronze winners included McCann Echo Mountain
AstraZeneca’s “Take It From a Fish” integrated digi- Lake’s integrated campaign for Galderma’s rosacea medital campaign, whose elements included a series of videos cation Soolantra, Ruder Finn New York for its PR work on
aplan
in which two talking fish carry on a conversation about Novartis’s meningitis B vaccine Bexsero, Publicis K
triglycerides, won the category’s top prize. Created by Thaler New York for its integrated work on AbbVie’s

DigitasLBi New York, the campaign also won a Silver Lion Humira and Hill Holiday Boston for its plaque psoriasis
for its “Take It From a Fish” direct and promo activation film “That’s PSO Me” for Novartis.
Rogers, who is chief creative officer and co-CEO of the
and a Bronze Lion for its related film.
“The campaign took a complex topic and broke it down Americas for Sudler & Hennessey, said this year’s work
into easily digestible chunks,” said Rob Rogers, president represented “a substantial improvement on last year,”
when the pharma jury declined to award a
Grand Prix, and proved that “regulations don’t
define creativity; these constraints can actually
inspire it.”
He also singled out the rise of technology,
specifically entrants’ ability to “take the promise
of technology and combine it with the needs of
healthcare.”
US agencies did not fare as well in the Health
& Wellness category as they did in pharma,
but the jury president, Andrew Spurgeon, said
the Grand Prix–winning work—Leo Burnett
Mexico’s “Intimate Words” project for Procter
& Gamble—represents “life-changing cre
ativity.”
The campaign, which featured light branding for P&G’s Always line of feminine hygiene
products, created a language to describe women’s body parts, which currently lack names in
these communities.
Spurgeon noted there is a stigma attached to
Accepting the Gold Lion on behalf of DigitasLBi New York.
talking about “women’s issues” among indigenous Mexican communities and this campaign
“developed a new vocabulary around women’s
of the pharma Lions jury, at a press conference where the reproductive organs that enabled them to talk to doctors
winners were announced, following a short list that includ- like never before,” an effort that can cut down on cervied three entries from the AZ fish campaign. “It’s an exam- cal-cancer rates.
Burnett’s work was also part of a bigger trend: Spurgeon,
ple of a traditionally conservative client doing something
who is the executive creative director at Langland, said
really groundbreaking.”
The campaign, said Rogers, targeted “men with un- submissions showed that “big global ideas are receding
healthy lifestyles, guys who love beer and hotdogs and in favor of local insights that can feed into a higher-order
don’t always listen,” along with their partners and kids. agenda.”
Publicis Kaplan Thaler New York’s film “The Boy Raised
Epanova, AZ’s prescription fish-oil pill, was approved last
by Goats” for Procter & Gamble’s Pepto-Bismol, won
year.
Pharma submitted 432 entries, part of around 1,800 a S ilver Lion. This same team won a Bronze Lion for its
submitted to the two categories—Health & Wellness and “More Than a Costume” direct and promo activation work
Pharma—of Lions Health this year, a 30% jump compared for Doctors of the World. FCB Zurich and FCB Chicago’s radio work for the Neuroth hearing aids also won a
to 2014’s inaugural Lions Health festival.
Among other winners, StrawberryFrog New York’s inte bronze. —Deborah Weinstein
grated campaign for Orexo’s maintenance treatment for
people suffering from opioid dependence, Zubsolv, nabbed See the table, next pages, for a listing of all of the winners.
“Regulations
don’t define
creativity;
these constraints can
actually
inspire it. ”
—Rob Rogers, chief creative
officer and co-CEO of the
Americas, Sudler & Hennessey
SPONSORED BY:
2015 LIONS HEALTH WINNERS
Grand Prix For Good
Title
This Girl Can
Advertiser
Sport England
Product
FCB Inferno London
Entrant / Agency
Pharma Winners
Grand Prix
Title
Take It From a Fish
Advertiser
Astrazeneca
Product
Disease Education
Entrant / Agency
DigitasLBi New York
Gold Lions
Title
Out the Monster
Messages From the Front Line
Microsoft Collective Project
Advertiser
Orexo
Defence Force Recruting
Microsoft Product
Zubsolv
Air Force
Onenote
Entrant / Agency
Strawberryfrog New York
Gpy&R Melbourne
Possible Seattle
Silver Lions
Title
SOS SMS
Take It From a Fish
Funtastic Hand
Giant Footprints
Look at Me
Deutsche Stimmklinik—The Voiceprint
Advertiser
Mexican Red Cross
AstraZeneca
Cirec Foundation
Sabin Vaccine Institute
Samsung Electronics
Deutsche Stimmklinik
Product
Online Emergency Service
Disease Education
Prosthesis for Kids
Filaria Dose
Samsung Electronics
Voiceprint
Entrant / Agency
Grey Mexico Mexico City
DigitasLBi New York
Publicis Colombia Bogotá
Ogilvy & Mather Mumbai
Cheil Worldwide Seoul
Mutabor Design Hamburg
Product
Cinnarazine
Biogen
Galderma Soolantra
Pharmaceutical Company
Pradaxa - Stroke
Prevention Therapy
Lifesaver Auto Destruct Syringes
Jinarc Moa
Bexsero
Entrant / Agency
Medulla Communications Mumbai
Ogilvy Denmark Copenhagen
McCann Echo Mountain Lakes
CDM London
CDM London
CDM London
Bronze Lions
Title
Advertiser
Spinning Living Room
Johnson & Johnson
The Last Letter
Biogen
Soolantra Tough Topical Campaign
Galderma
Looks Can Be Deceiving/Boring SymposiumShield Therapeutics
Looks Can Be Deceiving/This Sucks
Shield Therapeutics
Looks Can Be Deceiving/7Am
Shield Therapeutics
This Is Stroke
Boehringer Ingelheim
Life Saver
Safepoint Trust
Jinarc Moa
Otsuka
Protecting Our Tomorrows: Novartis Vaccines
Portraits of Meningococcal Disease
Double Whammy
Abbvie
Take It From a Fish
AstraZeneca
That’s PSO Me
Novartis
Keep Out of Children’s Reach
Santana Drugstore
Eye Play the Piano
The University of Tsukuba’s Special Needs Schools
Lightbulbs
Otsuka
Speakers
Otsuka
Clocks
Otsuka
Lightbulbs
Otsuka
Speakers
Otsuka
“[‘Take It From
a Fish’] took a
complex topic
and broke it
down into easi
ly digestible
chunks.”
—Rob Rogers, chief creative
officer and co-CEO of the
Americas, Sudler & Hennessey
Publicis Life Brands Resolute London
McCann Health London
Langland Windsor
Ruder Finn New York
Humira
Disease Education
That’s PSO Me
Institutional
The University of Tsukuba’s
Special Needs Schools
Adpkd
Adpkd
Adpkd
Adpkd
Adpkd
Publicis Kaplan Thaler New York
DigitasLBi New York
Hill Holliday Boston
Revolution Brasil Salvador - Bahia
Hakuhodo Kettle Tokyo
Langland Windsor
Langland Windsor
Langland Windsor
Langland Windsor
Langland Windsor
Health & Wellness Winners
Grand Prix
Title
Intimate Words
Advertiser
Procter & Gamble
Product
Always
Entrant / Agency
Leo Burnett Mexico
Gold Lions
Title
Nivea Doll
This Girl Can
I Touch Myself Project
The Lucky Iron Fish Project
Tattoo Skin Cancer Check
The Eyes of a Child
Bald Cartoons
Meeting
The Backup Memory
Advertiser
Bdf Nivea Brasil
Sport England
Cancer Council Nsw
Lucky Iron Fish
Sol De Janeiro
Association Noemi
Graacc
Kimberly-Clark
Samsung Tunisia
Product
Nivea Sun Kids Sensitive
Sport England
Breast Cancer Campaign
Iron Fortification Supplement
Corporate
Disabilities Association
NGO
Huggies
Service
Entrant / Agency
Fcb Brasil São Paulo
Fcb Inferno London
J. Walter Thompson Sydney
Geometry Global Dubai / Memac Ogilvy Dubai
Ogilvy Brasil São Paulo
Leo Burnett France Paris
Mood\Tbwa São Paulo
3Sg-Bbdo Ariana
SPONSORED BY:
“Big global
ideas are
receding in
favor of local
insights that
can feed into
a higher-order
agenda.”
2015 WINNERS, CONTINUED
Silver Lions
Title
Advertiser
The Boy Raised by Goats
Procter & Gamble
Queue
Bayer Brasil
Firetruck
Bayer Brasil
Handle on Hygiene
Unilever
Man Boobs
Johnson & Johnson
Bald SpotMan Boobs
Johnson & Johnson
Meeting
Kimberly-Clark
The Hiv+ Issue
Vangardist Magazine
The Lucky Iron Fish Project
Lucky Iron Fish
Sol De Janeiro
Radiometries
Exito Foundation
Man You’re So Beautiful Love
Stichting Menzis Beheer
Man You’re So Beautiful Persevere
Stichting Menzis Beheer
The Hair Fest
Casa De La Amistad
Better Tomorrows Campaign
The Hospital for Sick Children
Intimate Words
Procter & Gamble
Bronze Lions
Title
Panadol Joint Human Calligraphy
Junkface
George Washington
Bogotá
Abraham Lincoln
Bogotá
Sergeant
Sniffers
Wearable Tomato
We Won’t Help You
Life Saving Dot
The Vetiver Project
Radiometries
The Salt You Can See
Rotten Cells
I Touch Myself Project
We Won’t Help You
Life Time Clock
The Hair Fest
More Than a Costume
Sos Sms
Donation Badges
Online Fur Shop
Priceless Pets
First Days Out
Product
Pepto-Bismol
Cafiaspirin
Cafiaspirin
Lifebouy
Ky Touch 2 In 1 Warming Massage
Oil And Personal Lubricant
Ky Touch 2 In 1 Warming Massage
Oil And Personal Lubricant
Huggies
Magazine/Public Awareness
Hiv Stigma
Iron Fortification Supplement
Corporate
Exito Foundation
Insurance
Insurance
Oncological Wigs
The Hospital for Sick Children
Always
Mood\Tbwa São Paulo
Saatchi & Saatchi Switzerland Geneva
Advertiser
Glaxosmithkline Hong Kong
Johnson & Johnson
Farmatodo
Product
Panadol Joint
Neutrogena Men Face Wash
Hand Sanitizer
Entrant / Agency
Grey Group Signapore
Ddb Canada Toronto / Tribal Worldwide Toronto
Wunderman Colombia Bogotá / Y&R Colombia
Farmatodo
Hand Sanitizer
Wunderman Colombia Bogotá / Y&R Colombia
Neuroth
Hearing Aid
Randox
Confidante
Kagome
Tomato
Alcoholics Anonymous
Alcoolicos Anonimos
Talwar Traders
Bindi
Peerless Lion Corporation
Shokubutsu Hana
Sol De Janeiro
Corporate
Exito Foundation
Exito Foundation
Fundación Favaloro
Fundación Favaloro
Fischel Drugstores
Fischel Drugstores
Cancer Council Nsw
Breast Cancer
Alcoholics Anonymous
Alcoolics Anonimos
Stiftung Fürs Leben - Deutsche For Life - For Organ Donations
Stiftung Organtransplantation Casa De La Amistad
Oncological Wigs
Doctors of the World
Doctors of the World
Mexican Red Cross
Online Emergency Service
Abto (Brazilian Association of Institutional
Organ Transplantation)
Peta Asia
Ethical Treatment of Animals
Purina
Animal Adoption
Mars Brasil
Pedigree Adoption
Entrant / Agency
Almapbbdo São Paulo
Geometry Global Dubai
Ddb Canada Toronto
Ddb Canada Toronto
Geometry Global Dubai / Memac Ogilvy Dubai
Sancho Bbdo Bogotá
Ddb & Tribal Worldwide Amsterdam
Ddb & Tribal Worldwide Amsterdam
Ogilvy & Mather Mexico City
J. Walter Thompson Canada Toronto
Leo Burnett Mexico
—Andrew Spurgeon, executive
creative director, Langland
Fcb Zurich / Fcb Chicago
Langland Windsor
Hakuhodo Tokyo
J. Walter Thompson Brazil São Paulo
Grey Group Singapore
Tbwa/Santiago Mangada Puno Makati City
Sancho Bbdo Bogotá
Grey Argentina Buenos Aires
Garnierbbdo San José
J. Walter Thompson Brazil São Paulo
Serviceplan Munich / Serviceplan Health & Life Munich
Ogilvy & Mather Mexico City
Leo Burnett Tailor Made São Paulo
Y&R Shanghai
Nbs Rio De Janeiro
SPONSORED BY:
SEE
SEE DEEPER. Human emotions are like iceburgs—90% of them are below the surface. That’s why
we have behaviorists who are skilled at seeing well below the surface. They engage patients and
customers on a more honest and deeper level to really see what makes them tick. Then, from branding
communications to social media and eLearning, we design and tailor multichannel engagements to help
them learn about our clients’ messages in their own unique way. It’s not an approach you see every day.
To see the vision we have for the future of
the healthcare industry and your business in
particular, call Matt Brown at 201-740-6160.
www.guidemarkhealth.com
INFINITELY IN
PHARMA AT CANNES:
C’EST LA VIE
Is creativity asking a Mexican hair-metal band to donate their long locks to create wigs for children with cancer? The answer, according to the judges of the Lion Health
creativity festival, is yes, it’s award-winning creativity.
The campaign, developed by Ogilvy & Mather in Mexico
City, won a Silver Lion and a Bronze Lion in the Health &
Wellness category. The entry was also creative enough to
prompt wishful thinking among some agency leaders.
they did last year, with Publicis shop DigitasLBi winning
a Grand Prix in the pharma category for “Take It From a
Fish,” an integrated digital disease-education campaign
it developed for AstraZeneca. The drugmaker markets
Epanova, a prescription fish-oil drug.
The winner of the top prize in the Health & Wellness
category was “Intimate Words,” a campaign for Procter
& Gamble’s Always feminine products developed by Leo
Burnett in Mexico. Indigenous women in Oaxaca, Mexico,
don’t have any words to describe the female reproductive
system because of cultural taboos. Because cervical cancer is the women’s leading cause of death for these women,
the purpose of the campaign was to help them develop a
“[‘Intimate
Words’] really
does take your
breath away.
It inspires you
to do more.”
—Rich Levy, chief creative
officer at IPG’s FCB Health
The entry to this year’s Lions Health international festival of creativity, held annually in Cannes, France.
“It’s work that I wish I did,” said Nick Colucci, CEO of
Publicis Healthcare Communications Group.
This may be the very reason that hundreds of agency
executives, employees and advertising experts, as well as
the occasional pharmaceutical client, headed to Cannes,
France, this past June to attend Lions Health, the health-
focused branch of the broader Cannes Lions creativity festival.
Now in its second year, the event is gaining in popularity, with award entries increasing 30% in 2015, with around
1,800 submitted.
It’s not only a venue to gain creative inspiration but a
good place to scout talent: There were no lack of strategic
meetings under way at Cannes, even if they occurred on
the terrace of the InterContinental Carlton Hotel or over
drinks at the Gutter Bar.
US agencies fared better this year with awards than
v ocabulary by which to explain symptoms and possibly
receive treatment for cervical cancer.
“It really does take your breath away,” said Rich Levy,
chief creative officer of IPG’s FCB Health. “It inspires you
to do more.”
The festival’s awards have been a point of contention,
though, for some agency executives. Agencies that work
with pharmaceutical companies in the US say that the
judges tend to view pro bono or broader disease-awareness
work as more creative, making those entries more likely to
win one of the top prizes than work promoting a product
or a brand.
Less than a third of the short-listed entries in the pharma category were for branded products, according to Matt
Brown, CEO of Guidemark Health. This may be one reason why fewer US agencies had short-listed or winning
award entries. —Jaimy Lee
SPONSORED BY:
“We have to
push and
we have to
stop censoring
ourselves.”
NOVARTIS EXEC: PHARMA
CULTURE CAN BE STUMBLING
BLOCK TO CREATIVITY
When it comes to creativity in advertising, pharma is
holding itself back in some cases.
It’s not always regulation or concerns about legal risks.
Sometimes a drugmaker’s internal conservative culture is
the biggest hurdle to overcome, said Stacey Bernstein, head
of US digital health for global PR firm Weber Shandwick,
and Jeordan Legon, global head of digital and social media
at Novartis.
Bernstein and Legon’s talk in June at Lions Health came
with one of the festival’s most provocative titles, of which
there are plenty from which to choose. The session, “Sex
toys and MS: pharma and the new social frontier,” gave
an overview of Novartis’s work to develop an unbranded
website about some of the lifestyle and health issues affecting people with multiple sclerosis.
The site, LivingLikeYou.com, features content from
bloggers on a range of topics, including sex, job hunting
and the best shoes for people with MS. The site launched
in 2014. (Novartis markets a number of MS drugs such as
Gilenya and Extavia.)
For patients, living with their disease or condition is
uncomfortable and they are looking for information online about how to deal with a range of issues. Developing
content that addresses some of those issues, even ones that
officially do not relate to your health (one post is called
“Sh*t People Say About MS”), serves as a resource for
patients, they said.
This fits into the broader call for pharma companies to
use patients in their ads, rather than actors, a comment
that brought cheers for Legon. But the team still had to
MULLEN LOWE’S SOKOLOFF
CLOSES LIONS HEALTH
“Nothing needs to stay the same” was one of the key
points during the talk given by José Miguel Sokoloff, president of Mullen Lowe Group Global, to close the Lions
Health creativity festival.
During his presentation, Sokoloff highlighted some of
the simple lessons he’s learned during a storied advertising career that includes working with companies such
as Uniliver and Buick as well as a campaign in his native
Colombia to demobilize the FARC Guerrillas, Colombia’s
largest guerrilla army.
Another piece of his simple advice: “All clients are the
—Jeordan Legon, global
head of digital and social
media, Novartis
Jeordan Legon’s address was provacatively titled “Sex
toys and MS: pharma and the new creative frontier”
fight for the site, Bernstein and Legon said, working to get
content approved and even discovering that the company’s
internal IT policy didn’t allow Novartis employees to visit
the site the day of the launch because of content filters.
“We have to push and we have to stop censoring ourselves,” said Legon. —Jaimy Lee
same, only some take longer to buy great work than others.”
Sokoloff shared a few clips of campaigns for Unilever’s
Magnum, an ice-cream-bar brand, ranging from a typical
commercial of beautiful young women chasing gold balloons with one of the brand’s ice-cream bars inside it as
part of the brand’s 25th anniversary. He pointed out that
the same client approved a campaign for the brand featuring drag queens with a version of Rihanna’s “Umbrella”
playing in the background.
But it was Sokoloff ’s work in Colombia that seemed to
inspire the most passion from him during his presentation.
“We are an industry that can create change,” he said.
—Jaimy Lee
SPONSORED BY:
“It’s not enough
to do it the
traditional
way. How do
we change
behavior?”
MOBILE’S ROLE IN HEALTHCARE
IS STILL EXPERIMENTAL
The role of mobile technology in healthcare is still
widely considered experimental, but increasingly sophisticated mobile apps and wearable technologies are believed
to be promising new tools that will drive behavior change
and improve people’s health.
Many of the speakers and much of the talk at the
Lions Health creativity festival focused on technology at
a time when the US healthcare industry is grappling with
long-standing issues such as medication adherence and
rising costs while also seeking new ways to improve the
health of people with chronic diseases.
“This is just the start of the new digital and mobile
health economy,” Peter Ohnemus, president and CEO of
mobile health company Dacadoo, said in an email. “We see
outside players such as Apple, Google and Samsung moving into the industry at a speed healthcare and pharma
have not been used to.”
Ohnemus founded Dacadoo, a mobile app that provides
users with a health score that changes in real time based
on lifestyle, body and emotional well-being. In June Dacadoo closed its Series A financing round. Samsung Venture
Investment was one investor.
Most applications of mobile technology in healthcare
now gather basic data, like heart rate and weight, and some
systems provide incentives that encourage healthy lifestyle
habits, but experts here say the manner in which that data
will be used to improve health is expected to become more
tailored and sophisticated as the technology moves out of
the experimental phase.
“It’s not enough to do it the traditional way,” Nelli Lähteenmäki, CEO of mobile company Fifth Corner, said
during a talk she gave at the festival. “How do we change
behavior?”
The company developed You-app, a mobile health and
GRAND PRIX DROUGHT ENDS
BUT QUESTIONS PERSIST
The jury’s decision to award the top prize at the Lions
Health creativity festival to a humorous campaign about
a pair of fish talking about triglyceride levels answered
the question of what a Grand Prix in the pharma category
looks like. But it also raised eyebrows among some skeptical US agency executives.
Lions Health, now wrapping up its second year, is the
pharma and health version of Cannes Lions. It kicked off
—Nelli Lähteenmäki, CEO,
Fifth Corner
Nelli Lähteenmäki: Encourage people to take “microactions” to improve their health
well-being app that encourages people to take “micro-
actions” to improve their health based on food, movement,
mind and relationships. A user uploads a photo or shares
his or her micro-action for the day into the app and then
the app’s functionality as well as online peers who are
connected to the user provide support. You-app officially
launched in April.
As the costs of monitoring have gone down and there
is less of a need to test technology, the focus now is figuring out the relevancy of mobile technology in the healthcare industry, said Shawn DuBravac, chief economist and
senior director of research for the Consumer Electronics
Association. “If it doesn’t drive change or change behavior,
it will fall to the wayside,” he said during an interview.
DuBravac described a program at auto insurance company Progressive that encourages people to provide GPS
data such as sudden changes in speed and how much
someone drives in exchange for lower insurance premiums. He noted that a program like this could have wider applications for healthcare insurers and others who
are seeking new ways to drive adherence and encourage
healthy behaviors in patients. —Jaimy Lee
two days before the week-long Cannes Lions festival of
creativity in the south of France.
Several healthcare agencies had advocated for the creation of a separate event focusing on healthcare creativity,
in part driven by stricter regulations governing the way
that the makers of drugs, medical devices and diagnostics
can communicate with patients and doctors.
The jury last year declined to name a Grand Prix in the
pharma category. That decision prompted calls for stronger
creativity in healthcare, especially among US agencies. But
this year’s winning entry, “Take It From a Fish,” developed
by New York–based Publicis Groupe agency DigitasLBi for
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AstraZeneca, which makes a prescription fish-oil drug to
reduce triglyceride levels, did little to stem those calls.
“I’m not sure a Grand Prix should have been awarded
this year,” said John Cahill, president and CEO of Interpublic Group’s McCann Health.
The jury’s decision to name the DigitasLBi campaign
was questioned by other agency executives as well. For
one, it’s a humor campaign, which seems to conflict with
an ideological perspective that pharmaceutical creativity
should be about saving lives, or at least dramatically improving them.
“Sal and Marty, our ‘spokesfish,’ were pivotal to the
success of this campaign,” Ronald Ng, DigitasLBi’s chief
creative officer in North America, said in an email. “They
were not preachy; fish just don’t know how to do that! They
were witty and even silly. They threw insults at each other,
not the audience. And indirectly, the banter between them
became the storytelling device for AstraZeneca.”
Ng said he’s not surprised by the debate, noting that creativity is subjective.
“It’s our job to try our bloody hardest to justify their
time with groundbreaking and engaging ideas,” he said
about the campaign’s patient audience. “And based on the
phenomenal results for the ‘Take It From a Fish’ campaign,
it looks like we addressed these issues.”
During the awards presentation in Cannes, some of the
biggest cheers came for winning entries with simple and
powerful messages that are saving thousands of people’s
lives and changing the culture in some communities.
Many agency leaders, for instance, cited the “Lucky Iron
Fish Project,” which garnered a Gold Lion and a Silver Lion
in the Health & Wellness category. To address iron deficiency in Cambodia, the organization created an iron fish
that people can drop into a cooking pot. Doing so helped
reduce iron deficiency in 46,000 people so far, but the decision to shape the iron into a fish was crucial because fish
are considered lucky symbols in Cambodian culture and
helped encourage more people to use the iron fish. The
campaign was developed by Geometry Global and Memac
Ogilvy, both in Dubai.
Rich Levy, chief creative officer of IPG’s FCB Health,
saw that campaign as a clear call for greater creativity for
pharma products that also save lives. “We are not talking
about a lucky iron fish,” he said. “We have drugs that cure
hepatitis C.”
Levy, who served as a judge in the Health & Wellness
program, also noticed that this year’s winners in both
Lions Health categories were not only simple, straight
forward ideas, but the vast majority of them also carried
positive, hopeful messages.
The inspirational value of this is clear for Lions Health
attendees, but there is still confusion about what good
looks like for branded pharma campaigns, and how the US
fits in.
“If I make
changes that
lead to lifechanging
behavior, isn’t
it safe to
assume that
my brand will
do better?”
Sal and Marty, “spokesfish” for “Take It From a Fish”
“Take It From a Fish” was developed by AstraZeneca,
a brand drugmaker, but the education and services campaign was unbranded and focused on raising awareness
about high triglyceride levels. Those levels can be treated
by prescription fish-oil drugs, a highly competitive class
that includes AZ’s Epanova, which received FDA approval
last year.
Multiple sources said they applaud the company for taking a risk on a humor-based campaign while also investing
in an unbranded market development initiative at a time
when advertising and marketing dollars are being slashed
across the pharma sector.
But that didn’t stop the debate about what a pharma
Grand Prix should be, and—whatever that standard is—
whether a branded campaign can ever measure up.
“We’re being disingenuous about why Lions Health was
created,” said Matt Brown, CEO of Guidemark Health.
Drug marketing in the US differs from other countries,
mainly because the US and New Zealand are the only
two countries in the world that allow direct-to-consumer advertising. Because DTC is allowed in the US, drugmakers are less likely to choose to invest in market development or awareness campaigns there because they can
directly market the product they are selling to consumers.
“Our only avenue is not disease education,” Brown added.
Still, Brown, McCann Health’s Cahill and others are
quick to note that regardless of how US agencies performed in the eyes of the judges, the festival continues to
spur a level of inspiration and energy that drives creativity
long after everyone leaves the south of France.
And perhaps more US drugmakers need to be willing to
take a chance, as AstraZeneca did, on creativity that is not
tied directly to product promotion.
“If I make changes that lead to life-changing behavior,”
Brown said, “isn’t it safe to assume that my brand will do
better?” —Jaimy Lee
—Matt Brown, CEO,
Guidemark Health
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