June 21st, 2016 By Jack Morton
I was excited to speak on the first day of the Cannes Lions festival, where I co-presented a talk for Lions Health entitled Superheroes: Unlocking the hidden superpowers of healthcare brands alongside Ryan Quigley, VP, Immunology, Global Marketing for our global pharmaceutical client AbbVie.
We presented to a packed house on the Health in Focus stage, which is geared toward tackling the issues and challenges unique to healthcare communications, and offering practical solutions to address those challenges.
Ryan and I spoke about the huge opportunity that brands have to empower people’s journey to better health—a journey where too many people fall by the wayside. It’s hard to imagine an industry with greater opportunity to do more good.
It’s the experiences that brands create for people that are the key to making a difference on this journey. As a brand experience agency, we know that understanding people and the way they live their lives is at the core of all effective experiences. This is true no matter which industry you’re working in. At Jack Morton, we apply this through our four brand experience principles:
- Be human
- Be useful
- Invite participation
- Build community
Many brands and agencies are doing wonderful work that resonates with people through these principles, but there is so much more we could achieve. So it was wonderful to share some of the work that inspires us, alongside AbbVie, which is doing some truly inspirational work in this area– especially with social listening and in-person interaction to help understand how certain disease states affect peoples’ lives. AbbVie is using those insights to develop programs that use digital and experiential components to help improve awareness, speed diagnosis, and provide support to patients and caregivers alike.
Applying brand experience techniques—including digital, social and content—can be the key to unlocking the superpowers that lie within innovative pharmaceutical companies. If we continue to put those techniques and new learnings into practice effectively, we can help to realize the promise of advanced treatments that are being developed today.