Why health is ‘the new sexy’

Health­care is driv­ing the com­mu­ni­ca­tions in­dus­try in terms of en­gage­ment, cre­ativ­ity and rel­e­vance, says Jeremy Per­rott

Campaign Middle East - - FRONT PAGE - JEREMY PER­ROTT Global chief cre­ative of­fi­cer of McCann Health. Per­rott will be speak­ing at the Dubai Lynx in a talk called Health. The New Sexy

McCann Health CCO Jeremy Per­rott pre­views his Lynx pre­sen­ta­tion on this “life-en­hanc­ing, life-chang­ing” dis­ci­pline.

Health­care is far and away the most sig­nif­i­cant and im­por­tant dis­ci­pline within the com­mu­ni­ca­tions world to­day.

It is not only driven by tech­nol­ogy, in­no­va­tion, sci­ence and cre­ativ­ity, but it is also the only dis­ci­pline that can ac­tu­ally be both life-en­hanc­ing and life-chang­ing. It con­nects, en­gages, em­braces and in­volves hu­man­ity ev­ery day, in every­thing it does or touches.

And health com­mu­ni­ca­tions must con­nect with a wide va­ri­ety of peo­ple, from con­sumers pur­chas­ing prod­ucts off gro­cery shelves to pa­tients, doc­tors and spe­cial­ists. Health­care cre­atives must also be flu­ent in highly spe­cialised ar­eas such as gov­ern­ment, pol­icy, pharma and med­i­cal com­mu­ni­ca­tions. They must also un­der­stand com­plex so­cial, cul­tural and cor­po­rate is­sues as well as ed­u­ca­tion and disease erad­i­ca­tion.

All this, in the most reg­u­lated, dis­ci­plined, le­gal mine­field. World­wide.

Cre­ativ­ity is the sin­gle most im­por­tant ve­hi­cle on which our in­dus­try re­lies to con­nect, com­mu­ni­cate and con­verse with its peers, pa­tients, con­sumers and the ev­ery­day man.

Health and its val­ues play a piv­otal role in con­sumers’ lives. It is the dis­crim­i­na­tor, or pil­lar, from which a mother de­cides her fam­ily gro­ceries, a teenager re­searches a cloth­ing man­u­fac­turer’s fab­ric and a young fam­ily searches for the best lo­ca­tion or area to buy a home.

To­day, health-re­lated mes­sages ap­pear on food pack­ages, cloth­ing la­bels, life­style prod­ucts and, of course, med­i­ca­tions. And it’s more in de­mand, more re­quested and more ex­pected to be vis­i­ble and hon­est. Where once a brand was sold based on its charisma, its pop­u­lar­ity or its as­pi­ra­tions, brands to­day – and es­pe­cially health­care brands – now rely upon a more real, more hon­est, more in­flu­en­tial core from which to draw their mes­sag­ing in or­der to be de­sired or needed.

Ex­pe­ri­en­tial and aug­mented re­al­ity en­ables and lib­er­ates not only those who are suf­fer­ing, but also those who might not have un­der­stood or re­alised what liv­ing with a se­vere phys­i­cal lim­i­ta­tion was like. Health tech­nol­ogy not only helps peo­ple see, un­der­stand and know more, but it can also do so much more, for so many, to help them achieve dreams and goals they once never imag­ined pos­si­ble.

Ig­no­rance is the most dan­ger­ous disease that we face.

Health and its many arms of com­mu­ni­ca­tion and ed­u­ca­tion can in­flu­ence – and are in­flu­enc­ing – us all to be more in­formed, more pre­pared, and more hu­mane.

More­over, when the health in­dus­try, with its vast re­search and de­vel­op­ment ca­pa­bil­i­ties, its in­no­va­tion and dis­cov­ery mavericks, part­ners with its com­mu­ni­ca­tion com­pa­nies glob­ally, un­ex­pected cre­ative so­lu­tions are found.

The life we live, the pace at which we live it and ev­ery de­ci­sion we make is in­flu­enced by health. It fac­tors into all we love to eat, love to wear, what we do and how we do it. Al­most ev­ery as­pect of our life is en­hanced and en­riched by it.

Where ad­ver­tis­ing has held the po­si­tion of be­ing clever and smart with its mar­ket­ing, health has gone fur­ther.

It has be­come the one bench that in­flu­ences all we live for: a rich, healthy life.

And that’s very sexy.

To­day, health-re­lated mes­sages ap­pear on food pack­ages, cloth­ing la­bels, life­style prod­ucts and, of course, med­i­ca­tions. And it’s more in de­mand, more re­quested and more ex­pected to be vis­i­ble and hon­est.

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