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The Year in Creativity: Healthification

A look back at the dominant themes of 2016

From well-known supermarket chains to social media platforms, there was a new cast of characters appearing on the stages and the awards shortlists, boasting health-centric work. Cannes Lions Health & Wellness Jury President Josh Prince, President of The CDM Group, said the jury found themselves looking at the “healthification of everything”.

created on Thursday 8 Dec 2016

Healthification

Consumers Are Obsessed With Health Data

The era of the ‘quantified self’ is upon us, and it’s a driving force behind the ‘healthification’ of everything. As Rama Allen from The Mill explained, “we as humans, are fascinated with our data. Our body’s output is analysed by our fashionable wearables and we ingest that information as if we were machines – we analyse these graphs, and charts and meters, and it’s almost like we’re computing the oil pressure, the acceleration or the fuel efficiency of our own cherished [car].”

Wearables are forcing humans to face the facts on their health. As they become more obsessed with becoming healthy, so too are brands and tech companies embracing ‘healthification’. Jo Ann Saitta of Omnicom Health Group even predicted that the leading healthcare companies in five to seven years’ time would be software companies.

We as humans, are fascinated with our data. Our body’s output is analysed by our fashionable wearables and we ingest that information as if we were machines.
Rama Allen, Artist, The Mill 

Consumers Are Embracing New Approaches, Products And Influencers To Learn About Health

Music studio Musikvergnuegen hosted a session in June where musician Moby made a special on-screen appearance to explain how he sees us "moving away from an era where we only trusted doctors". The talk introduced Health Tunes – an innovative music streaming platform for ‘music medicine’ and considered how people are increasingly looking to technology when it comes to taking care of their health.
Moby talks about the importance of health

Health And Wellness Are No Longer Niche Concerns

Companies outside the traditional healthcare space are getting involved in the ‘be healthy’ agenda demonstrated by the Gold Lion-winning ‘Sugar Detox’ campaign from French supermarket chain Intermarché. 
See the complete credits in the Cannes Lions Archive
[It's] a wake-up call to healthcare communicators in the healthcare industry because we have lots of commercial work for diabetes, but I haven’t seen anything quite so inventive as a decreasing sugar yogurt to get a compelling idea in people’s minds.
Joshua Prince, CMO, Omnicom Health Group

Healthcare Communicators Should See This Is A "Wakeup Call"

During the Health & Wellness Inside the Jury session, Jury President Joshua Prince explained why the Sugar Detox campaign exemplifies the healthification trend, and the implications for communicators in the healthcare industry:

"What I think is fascinating here is you have a French supermarket chain taking a vanguard position about sugar intake, framing it around a health issue."

"To me that’s a wake-up call to healthcare communicators in the healthcare industry because we have lots of commercial work for diabetes, but I haven’t seen anything quite so inventive as a decreasing sugar yogurt to get a compelling idea in people’s minds and involve them with it. That’s the role of creativity."

Social Platforms See Healthcare As The Next Frontier

In Facebook’s The Power of a Billion session, US Group Lead Erik Hawkins took the opportunity to position Facebook as an ideal platform to enable healthcare communication, citing a number of reasons:

“The first is the ability to create community, the second is the ability to find support and the third is the ability to make really strong and timely connections.”

Hawkins also underlined the importance of community in modern healthcare communications using Facebook’s own statistics:

Facebook explain why its excited about the potential of health

Social Platforms See Healthcare As The Next Frontier

Elizabeth Egan, AstraZeneca Global Digital Strategy & Innovation Director, commented that “people are relying on what they’re reading on social media more than listening to institutions … particularly when it relates to doctors.”
Watch the full talk in the Cannes Lions Archive
Meanwhile Lynn Vos, CEO of greyhealth group, USA, also revealed that just 40% of women think they have the right knowledge to keep their family healthy. There is therefore a big opportunity for brands to get mobilised, and to mobilise their consumers. And Vos outlined three main ways to do it…
Mobile and build trust
With the healthification of everything and work coming from outside the healthcare space - it makes the obligation to do healthcare work even higher.
Joshua Prince, CMO, Omnicom Health Group

These honest and open conversations about health have a big impact. During a session with WebMD, Good Morning America’s Robin Roberts spoke about the power and importance of “making your mess your message.” Her openness and authenticity in speaking about her recovery from myelodysplastic syndrome is one of the many reasons why she was voted America’s “Most Trusted Person on Television.”

Healthification is an opportunity, and one gaining traction. It’s generating more conversations, communities and technologies to discuss healthcare than ever before. Health & Wellness Jury President Joshua Prince urged Healthcare communicators to use the ‘healthification trend’ to raise their game: “With the healthification of everything and work coming from outside the healthcare space - it makes the obligation to do healthcare work even higher”.

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