A major challenge facing healthcare advertisers today.
In health advertising, there’s a weird idea that science and data is one thing, and creativity is a separate thing over here. And they don’t mix. I don’t agree. In fact, I think it’s the exact opposite. Scientists are some of the most creative people on the planet, for one. To me, a great creative idea comes from data and facts and becomes a uniquely crafted expression of those facts. If the industry starts to understand that science and creativity are more alike than different, I think it would resolve a weird tension that exists. And we will see even better work.
One thing about how healthcare is evolving that you’re excited about.
Healthcare service in general feels a bit antiquated. Have you gone to the doctor recently? I waited in a room with old magazines for 45 minutes before I was called. I stared at a sign that told me I’d be charged if I was late or a no-show. Then I waited in another room. Then a doctor I just met asked me a few general questions. This seems like it can be improved. So the idea of tech and A.I. and apps coming out to help make health more immediate and precise and custom is very interesting and long overdue.
How healthcare can attract more creative talent.
There is more talent in health today, as assumed by the question. But to attract more, health advertising needs to continue to change the idea that health advertising can’t be great. Why can’t it? No one is stopping it from being great. There are legal limitations, no doubt, as there are with any category. But no one is stopping you from creating great craft for instance. Writing an emotional film. Or shooting an amazing TV spot. If health can do more of this, talent will continue to follow.
What would you be doing if you weren’t in healthcare marketing?
I wanna say directing action films in Croatia or something. But probably watching Venture Bros re-runs.
