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How pharma and healthcare brands can engage consumers in order to drive growth

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At Cannes Lions Health this year, Ryan Quigley of AbbVie and Jack’s Chief Creative Officer, Bruce Henderson, presented our vision for the future of healthcare brands. It’s not enough for pharmaceutical companies, health insurance companies, and other organizations dedicated to healthcare to merely provide medical or financial solutions. Rather--through content marketing, digital, social & mobile engagement and more--brands must re-connect with people’s needs and revolutionize their healthcare experience. It’s a level of empowerment that could only come from a superhero.

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How pharma and healthcare brands can engage consumers in order to drive growth

  1. 1. Unlocking the hidden superpowers of healthcare brands
  2. 2. of the money spent on health around the world is wasted. 20–40%
  3. 3. think pharmaceutical companies are responsible to provide information and services that help patients manage their own health. 76%
  4. 4. of patients are aware of the services available to them. 20%
  5. 5. The key to unlocking the superpowers?
  6. 6. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  7. 7. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  8. 8. 10 PLAY VIDEO
  9. 9. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  10. 10. EUREKA MOMENT! “What if we could capture the moment a patient throws their injectable into a bin!”
  11. 11. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  12. 12. Patient Story ‘Coexistentia’ represents the co-existence of the body and the disease, separate from one another. The body is shown as an iron cuirass, which displays the armor that the subject constructs, piece by piece, to protect themselves from the disease. The rusted armor symbolizes the relationship between the autoimmune condition of the disease, the passage of time, and the burden carried by patients. The intestinal area was opened by the hands to unveil what is inside. The disease is represented by Rosa Valencia marble, an extremely hard, compact material with red veins, symbolizing the human body and sickness. The work captures the concept of coexistence, adaptation and an inevitable prolonged battle over time.
  13. 13. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  14. 14. 19
  15. 15. How to be a superhero
  16. 16. Talk to us – Request a copy of this presentation jackmorton.com/superheroes Bruce Henderson Chief Creative Officer experience@jackmorton.com

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