The urgency of the COVID pandemic put healthcare brands in the spotlight and allowed them to lean into creativity at a pivotal time, according to Patricia Corsi, chief marketing officer at Bayer, the consumer healthcare giant.
Why it matters
Healthcare marketing has often been stereotyped as dull – largely due to the many advertising regulations brands face in the category – but creativity still has the power to level-up marketing effectiveness even in regulated categories.
“We have many bad things that happened with COVID but one good thing that happened is that it was a wake up call for the creative industry – and us as clients – to see the role that we really have to play,” Corsi said in a discussion at the Cannes Lions International Festival of Creativity (Bayer is the Jury Chair of the Health and Wellness Lions).
Bayer is encouraging healthcare marketers to break out of conservative mindsets, which often come from a fear of risk. “It’s not easy,” Corsi acknowledged, but added that “without pressure, there are no diamonds”.
Breaking taboos and having conversations to help people to live healthier lives are really important.
Success in healthcare marketing requires building coalitions and partnerships, while still competing to grow the brand.
Instinct matters. There’s no need for ad testing – prioritise ideas that solve problems.
Build a marketing excellence team focused on creativity.
“I truly believe we cannot solve the biggest problems without creativity. But I don’t think they have to be complicated. It’s sometimes the simplest idea that is the best…. Let’s have the courage to take that first step” – Patricia Corsi, chief marketing officer at Bayer.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。