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Contact: Gary Pattison, Group Managing Director
on (02) 9955 9500

Gary Pattison

Group Managing Director

Level 2, 72 Christie Street,
St Leonards, NSW 2065
Australia

Ph: +612 9955 9500

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  • Going to make a hit this year?

    After sitting through over an hour of the most glorious moments of rock, I thought to myself, how can a band like RUSH be so different yet so successful through all these years.

    RUSH? You know, the Canadian progressive rock band from the 70’s. OK, maybe it’s just old rockers like me who love this stuff. 

    Anyway, it was about sticking to their guns and not doing what the record company told them. The company said, “Make it hip, make it sound like today”. They said, “NO, we’re RUSH man, we play what’s natural to us, we also know our audience and what they love”.

    So, as we prepare for the numerous healthcare award shows, I hope health agencies have stayed true to themselves. They are out to impress their audience, not just the judges. 
Have they used the latest technology and thinking to make a real difference, not just because it’s cool? Have they hired the best photographer to connect with patients, not their peer group? 

    This is easier said than done. Shows like Cannes Lions have opened the door to the award sharpshooters. The mainstreamers who can smell the opportunity to bag more trophies. 

    Health is easy prey to them and last year was a testament to that. Most of the gold awards were snapped up by non-healthcare agencies. Yes, they had great work but they also have clients that believe in the power of it. Ones that demand briefs to ultimately change lives, ones that want an agency to come to them with inspiring ideas yet are not too scared to go implement them.

    I believe we need to turn our clients onto these shows and the importance of creative excellence and innovation. I know some companies share briefs out to all their agencies with the sole purpose of winning a Lion. 

    Why? 

    Apart from being in the south of France with the sea, sand, talks and parties, they know that brilliant creativity is good for business. They want to be there to soak it up and inspire themselves. They are part of the band. 

    I must admit, it’s a bit hard for me to convince a client from Sydney to jump on a plane (unless we were paying) and join the crowds on the Croisette. But we can bring Cannes back here. Show them what went on, why award shows are worth investing in.  
The trick is to make it relevant – show them the work that challenges the status quo gets results beyond a trophy. We can’t expect our clients to want to move away from their norm unless we do this. We (Managing Directors, Creative Directors, Writers, Art Directors, Account Service, Admin) need to make creativity important for business. If we don’t, the non-healthcare agencies will be taking home health related awards – not you.

    So, as we edge towards Cannes Lions, I am hoping we will see a stack of hits by healthcare shops. Agencies who like RUSH were brave and didn’t just aim to please the jury – they made something that’s truly memorable because it would make a difference to the audience it was intended for.  And, if you happen to get a Lion, well that’s just like getting a gold record, a very heavy memorandum that the work is bloody good.

    Töbe Pickford

     

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  • A roaring success at Lions Health

    Well the dust has certainly settled and everyone is reflecting on Lions Health 2016. Celebrating, commiserating or wondering what the hell just happened.I was lucky enough to be there this year soaking up the atmosphere of the cote d’azur and attending one of the biggest if not the most prestigious healthcare advertising awards events of the year.

    Cannes Lions Health is now in its third year but it was my first. Overall it was an impressive event, and from what I hear, it was slightly more integrated with the main event than last year. I reckon it could be even more so, with some of the speakers from the main show talking at the LionsHealth. Iggy Pop is the best person to talk pharmaceuticals right?

    I was really there to be inspired by creativity, to talk about creativity and to worship creativity in healthcare communications. Also to see how we measured up against the world.

    I am thrilled and proud to say we did. We only had one entry and managed to score 3 Bronze Lions. It was a great moment for us. It was even sweeter being the only Australian healthcare agency to come away with anything. A massive achievement as we have some great competition.

    But when you look at what’s winning you realise that healthcare agencies aren’t really making a large impact at the LionsHealth, which seems backwards as it’s a health specific show.

    The Grand Prix went to a non-healthcare agency. Only 3 healthcare agencies won Gold out of the 12 Gold Lions handed out. 9 out of the 29 Silvers and only 8 out of the 38 Bronzes across Pharma and Health & Wellness.

    When I looked at the finalists in the mainstream show who also took the stage at Lions Health, I realised they’re going to need an extra suitcase and healthcare agencies are going to have to find more opportunities to do this kind of work. 

    But hey, good on them, Manboobs, and Breathless Choir deserved to win big as it was an inspirational piece of work.

    Yet we can lift our head high. 3 Lions for one piece of work is nothing to sniff at.

    So did I learn anything new? Yeah I did. I found out that the tech companies will be the leaders in health in 5 years time. Your phone will be your health centre and even deeper collaboration with your client and people outside of our normal scope is the recipe to wins awards. Also you can get free drinks at YouTube beach and free food at the Facebook event.

    So what can we as healthcare companies do to win big at Cannes Lions Health next year?

    Ultimately a great idea executed extremely well is all it takes. One that makes the judges jealous, laugh out loud or cry – it’s that simple. But it’s not that simple to do.

    Toby Pickford

     

     

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  • See who was top of the pile at the creativity show of the year – Cannes Lions 2016

    The Cannes Lions international festival of creativity has wrapped up for another year. Ogilvy & Mather took out top network for the 5th year in a row.

    See who was top of the pile in 2016.

     

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  • Cancer awareness

    ​1 in 2 Australian males and 1 in 3 Australian females will be diagnosed with cancer before the age of 85. Learn how to mitigate your risks here.

     

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  • Do we need a healthcare awards?

    ​Do we need a healthcare awards show?

    With all but one or two award shows done and dusted for the year, I can honestly say that I have been delighted to see the standard of creativity in healthcare grow from strength to strength. It’s been inspiring but at the same time it’s been frustrating.

    Recently I judged at one of the major healthcare award shows along with some of the industry’s best  – people I respect deeply.

    We had some interesting conversations around a few of the entries. The main discussion point being, is this really health?

    Saving dogs, a hashtag for mums about how amazing their child is, helping hungry people or recruiting medical staff for the armed forces – for me seems broader than health or not even health at all.

    We did discuss the fact that it lifted the game in terms of thinking and execution, but it was acting as a guide stick of where we need to be rather than being a true health entry.

    But do these types of entries make the interactive visual aid that has been under the red pen of medical advisors feel boring? Does it make the print ad idea that has made it through the treacherous journey of a pharmaceutical marketing department and research group feel flat? Does it make the medical education program that the regulatory body has scrutinised to the inch of its life look dull?

    The answer is yes.

    There is no place for pharmaceutical work in a current healthcare awards show. If it isn’t bringing you on the brink of tears or changing the world as we know it, it won’t get a real look in. It will be blindsided.

    So should we have a healthcare awards show? Why not simply have a health category in the mainstream shows?

    Think we know the answer to that one.

    The bigger question is (and the part of the reason why award shows were there in the first place), how are we going to lift pharmaceutical communications to a better standard. How are we going to inspire true healthcare agencies that live and breathe health everyday?

    I believe they deserve to be judged in a very different way.

    The idea and great execution, without a doubt should be there. But pharmaceutical communications goes deeper than that. It’s the strategy that creatively and intelligently weaves its way though the minefield of regulations and treatment indications. The medical writing that’s taken highly scientific information and made it code compliant yet highly persuasive to a cynical physician.

    So with all this in mind, I believe we do need an awards show for healthcare, but it has to be very different to the shows we currently have. They are mostly celebrating work that’s for the good of man (or animal) kind and I believe you could tack anything to that and call it health.

    Pharma is a weird and wonderful world and very specialised one, so when it comes to judging creativity, should it not be seen through a slightly different lens?

     

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  • Immunotherapy: Has the Answer to Cancer Been Inside Us All Along?

    ​This year over 1.6 million Americans will be diagnosed with cancer and nearly 600,000 people will die from the disease. That’s over 1600 people each day. The need for innovative therapeutic approaches to treat cancer has never been higher. To help fight the tumor, oncologists are literally looking within at new immunotherapeutic approaches aimed at unleashing the body’s own natural defenses.

    The idea of immunotherapy isn’t a new one. Since the first studies of antibodies began in 1891, researchers have continued to investigate the potential of the immune system. But the idea held little more than promise.

    But all that has changed.

    Numerous breakthrough advancements in immunotherapy, with unprecedented results, have propelled the entire class forward. At this year’s Annual Meeting of the American Society of Oncology (ASCO), immunotherapy took front and center. Thousands upon thousands of oncologists crammed the educational sessions for just a glimpse of some of the new data being presented, CNN ran headline news stories from the congress, and even patients are aware and asking their physicians about the new therapies being researched.

    Across the board, the pharmaceutical industry has started to mobilize behind the potential of immunotherapy unlike anything else seen before. Most of the major pharmaceutical companies already have one or more new drug candidates in development—and if they don’t, they are aggressively exploring opportunities to catch up.

    Over 800 Clinical Trials With Immunotherapy Products
At present there are 844 ongoing or completed clinical trials with immunotherapy drugs across a wide range of tumor types. These trials include some of the most challenging cancers associated with the worst prognoses, like lung, stomach, brain, and melanoma. And new trials with new products and new regimens are added almost daily.

    $35 Billion in Projected Sales
Analysts believe that annual sales for immunotherapy products in oncology will reach $35 billion a year.

60% of Cancers Will be Treated With Immunotherapy
Researchers believe that immunotherapy may become the dominant form of treatment in oncology, with nearly two out of every three cancer patients receiving some form of immuno-based therapy within the next decade.

    While these numbers are staggering, the greatest benefit may be for the patients diagnosed with cancer. The early results from the emerging next-generation immunotherapy agents have rightfully captured the hopes of both patients and oncologists. With continued research and a little luck, these treatments may provide more than a treatment for a cancer, they may offer a cure.

    View original post here

     

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  • Why are we all forced to wear global creative?

    ​Ok so we have infiltrated most of the world with Neighbours, XXXX beer and Aussie backpackers armed with Vegemite, but does that mean we deserve to wear global creative?

    Every year we have to put up with images of a happy patients, a swoosh or metaphoric symbol demonstrating the benefits, a brand guidelines book of ‘do’s and don’ts’ and a template to follow that sets more restrictions than a Russian trade embargo.

    To a global marketing team this makes perfect sense, to the CFO it makes the spread sheet look good, but to the poor bastards who have to deal with it at a local level, its like wearing a jumper your Nanna knitted you for one of those daggy family photos - its preposterous.

    So here goes; ‘there’s no such thing as global creative’- one size does not fit all cultures. What they are creating is global awkwardness as it stifles creativity and more importantly doesn’t give the brand flexibility to adjust to the nuances of the country and audience.

    However, there is such a thing as a ‘global ideaL’. All great brands that we interact with today have one. It’s the bedrock from which brands can thrive. I believe pharmaceutical marketing departments and companies need to look outside their world and see how a soft drink or a sports brand connects with its audience. A global ideaL is perfect for health. Every drug, device or ointment is there to make the world a better place for humans and animals.

    A global ideaL will bring flavour and texture to a very dry area. For instance, the board game Scrabble has the ideaL of; the world would be a better place if we rediscovered the magic of words and Fanta’s was around having more fun. (Something we may need to do?)

    This is all very well but what can we actually do?

    Well I believe the creative community need to encourage marketers, strategists and account service teams in healthcare to look closely at their distant cousins and see the benefit of creating global ideaLs over global executions. We need to show how they connect with their audience on multiple channels and levels.

    If we have a great ideaL at the core of a global brand we can add local insights and flavour. It will allow briefs to breathe, creative to explore and the brand to have a purpose.

    More importantly it will guide creative teams down new roads, roads where the ‘key visual’ isn’t the centrepiece for healthcare advertising, it’s the ‘key thought’, a big ideaL – something that every creative team around the world would be happy to wear.

     

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  • Ogilvy CommonHealth eyes Asia’s ‘enormous’ opportunity

    ​On a recent trip to Hong Kong, Singapore, and Sydney, where he visited our offices in those cities and met with our leadership teams there, Ogilvy CommonHealth Worldwide President & CEO, Matt Giegerich, took some time out of his schedule to speak to Campaign Asia Pacific and talk about OCHWW and the growing importance of the region to our organisation.

    More here

     

     

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  • Biological evidence links brain inflammation and major depression

    ​A recent study by the Centre for Addiction and Mental Health found that the measure of brain inflammation in people who were experiencing clinical depression was increased by 30 per cent. The findings, published today in JAMA Psychiatry have important implications for developing new treatments for depression.

    More here

     

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  • Beer compound could help fight off Alzheimer’s and Parkinson’s diseases

    ​They’re now reporting in ACS’ Journal of Agricultural and Food Chemistry that a compound from hops could protect brain cells from damage and potentially slow the development of disorders such as Alzheimer’s and Parkinson’s diseases.

    More here

     

     

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  • Temporary paper tattoo measures blood glucose

    ​Future diabetes patients won’t have to stick themselves with a needle; they’ll just need to get a tattoo. Researchers have developed a temporary paper-based tattoo that applies a mild electrical shock to the skin to measure blood glucose levels. In a study of seven individuals—four males and three females—who wore the tattoo while eating a carbohydrate-rich meal in the lab, the device (pictured) was just as effective at measuring glucose levels as the traditional method, the finger stick monitor. None of the volunteers reported any discomfort during the tests, the team reports in the current issue ofAnalytical Chemistry, although some of them did point out a tingling feeling when the tattoo was taking its measurements. The device does not currently provide a numerical reading that diabetes patients would need to monitor their condition, but this is in the cards. Other possible applications include sending the information to the patient’s doctor in real time using Bluetooth. Now, the tattoo works for a whole day; the researchers are working on making the tattoo last longer while keeping it at its current cost of a few cents.

    More here

     

     

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  • FDA approves first-of-kind device to treat obesity

    ​The U.S. Food and Drug Administration today approved the Maestro Rechargeable System for certain obese adults, the first weight loss treatment device that targets the nerve pathway between the brain and the stomach that controls feelings of hunger and fullness.  

    The Maestro Rechargeable System, the first FDA-approved obesity device since 2007, is approved to treat patients aged 18 and older who have not been able to lose weight with a weight loss program, and who have a body mass index of 35 to 45 with at least one other obesity-related condition, such as type 2 diabetes.

    BMI, which measures body fat based on an individual’s weight and height, is used to define the obesity categories. According to the Centers for Disease Control and Prevention, more than one-third of all U.S. adults are obese, and people with obesity are at increased risk of heart disease, stroke, type 2 diabetes and certain kinds of cancer.

    More here

     

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  • Expensive medicines and where it’s all going?

    ​The Australian Commonwealth spending on PBS drugs is currently around $9 billion AUD per annum.  It is forecast to be over $15 billion by 2023. We are seeing this upward trend due to the increasing incidence of chronic illnesses and conditions, the ageing population of Australia and the cost of new PBS medications. 

    We know the hurdle to getting drugs listed on the PBS is higher than ever.  But when they get listed why are these medications so expensive for governments and should we listen to those criticising the Pharmaceutical Companies who discover, commercialise and manufacturer these medications?

    Bruce Booth wrote an interesting article this week on Forbes.com where he looked at two very different calculations around the total cost of drug development.  All things equal, and dipping into a Tufts Centre for the Study for Drug Development, it looks like the cost is now upwards on $2 billion USD per drug.  That’s huge by anyones standards.  But consider the journey to approval. 

    • It takes an average of 10 years to bring a discovery to the approval stage. 
    • Only 8% of drug candidates make it from discovery to the market – and that’s regulatory approval not reimbursement.  Reimbursement is a further stumbling block.
    • The cost of failures is the largest part of the overall cost in this analysis.  

    70% of the calculated cost of developing a new drug is that cost associated with the failures along the way. In a good article, Booth suggests we need to do things better, faster and cheaper.  

    I tend to agree. New technologies and the digital world we live in should mean we can share new information, new clinical data and new treatments more rapidly. Most products in the drug-pipeline are now complex, highly technical and often target new pathways and therefor HCPs will need to have a more in-depth understanding of the mechanism of action and science behind these innovative compounds and classes of drugs.

    The other question is how can the ‘Big Data’ we keep reading about help us develop the right products for the right patients in a healthcare landscape that is constantly changing and evolving?  A load of patient, HCP and product data itself won’t help us.  We need to be able to analyse and sift through it to find meaningful truths and insights that change the way we develop and commercialise new medicines.  This will make a difference.

     

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  • Ogilvy CommonHealth Launches Middle East Operation

    Today sees the formal launch of Ogilvy CommonHealth Middle East & North Africa (OCH MENA), part of Ogilvy CommonHealth Worldwide (OCHWW), the health behavior experts of Ogilvy.

    The official launch of the Dubai office was celebrated with an exclusive event for key stakeholders and senior clients at The Oberoi, Dubai. This is an important step in expanding the business model in the Middle East & North Africa (MENA) region. The Dubai operation will be led by Karen Kamel, Business Director, Ogilvy CommonHealth. She will directly report to Ronald Howes, Regional Managing Director, Memac Ogilvy.

    Ogilvy CommonHealth Worldwide is a globally recognized leader in the field of healthcare communications. The network offers a full range of services to the industry, including professional and consumer advertising, sales promotion, medical education, digital health solutions, pharmacy channel planning and public relations.

    The demand from the Middle East healthcare market continues to grow and the clients are constantly looking to engage with specialists that can offer 360 degree communications support. It is even more imperative that the Middle East healthcare practitioners take the growing demands of the clients seriously and respond creatively. With the ability to provide innovation and new thinking to existing and potential clients, it is a vital and a natural step to launch the new practice in the region.

    The Ogilvy CommonHealth Worldwide offer brings together experts from health promotion, medical education, brand planning and creativity that are driven by deep insights into cultural and market trends. Armed with Ogilvy’s global network and healthcare infrastructure understanding, scientific knowledge, technology and behavior change expertise, the practice is committed to providing creative and effective solutions for healthcare clients across the MENA region.

    Gloria Gibbons, President, EAME Ogilvy CommonHealth Worldwide, said:

    Edmond Moutran, Chairman & CEO Memac Ogilvy Group, commented:

    The Ogilvy CommonHealth Worldwide network currently has more than 1200 specialists in health and pharmaceutical communications. The newly launched Dubai practice will be supported by the resources of Ogilvy CommonHealth Worldwide network.

     

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  • Worse than Heartbleed.. Introducing Bash bug

    ​Linux users got a nasty surprise today, as a security team at Red Hat uncovered a subtle but dangerous bug in the Bash shell, one of the most versatile and widely used utilities in Linux. It’s being called the Bash bug.

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  • Access to High-Cost Medications: A Balancing Act

    Our Ogilvy CommonHealth UK Market Access team have brought together an expert panel to discuss and debate the current challenges of innovative, high cost medications in a reimbursed market. It is a great read and very relevant to the Australian Healthcare sector.

    Read the article here

     

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  • Healthcare: 10 trends you need to know

    ​Healthcare is evolving fast in the age of digital, here are 10 of the most exciting trends patients, healthcare professionals and marketers need to be aware of. 

    View article here

     

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  • PSD vs HTML

    ​The way we develop digital projects for healthcare is evolving in a battle between PSD and HTML. In the future, web development may have little to no dependency on Photoshop assets and layouts!

    Read more here:

     

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  • Ogilvy CommonHealth: Top 100 agency list

    ​Want to know more about Ogilvy CommonHealth worldwide? Have a read of why we’re one of the Top 100 agencies in the world to work for and with here: 

    View Here

     

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  • Ogilvy CommonHealth Worldwide adds new leadership

    PARSIPPANY, N.J. —Ogilvy CommonHealth Worldwide (www.ochww.com) ,the health behavior experts of Ogilvy & Mather (www.ogilvy.com), today announced the addition of Matt de Gruchy, CEO of Ogilvy Healthworld inthe UK, and Katie Piette, director of global brand management, to the Ogilvy CommonHealth Worldwide Global Executive Committee.

    Ogilvy CommonHealth Worldwide is a WPP company (NASDAQ: WPPGY, www.wpp.com). The organization houses and maintains individual Ogilvy CommonHealth and Ogilvy Healthworld brand identities within the marketplace. Mr. de Gruchy’s and Ms. Piette’s appointments round out the organization’s global executive committee, which is already composed of OCHWW Chairman and CEO Matt Giegerich; OCHWW President EAME Gloria Gibbons; OCHWW managing partners Darlene Dobry, Michael Parisi, Marc Weiner, and Shaun Urban; OCHWW Chief Financial Officer Robert Saporito; OCHWW Chief Talent Officer Susan DiDonato; and Regional Managing Director, APAC, Rohit Sahgal, as an associate member.

    Since joining the organization in 2001, Mr. de Gruchy has helped to guide and grow Ogilvy Healthworld in the UK to become the second largest hub within the OCHWW network. During his tenure in the UK office, Mr. de Gruchy has led a team that has produced an enviable collection of award-winning regional and global work, while setting standards to ensure the office consistently maintains a high level of creativity and innovation. With this new appointment, Mr. de Gruchy will lend his perspective and significant experience to the global executive committee and to the broader whole of the organization.

    During the past year, Ms. Piette assumed responsibility for overseeing global brand management across all of Ogilvy CommonHealth Worldwide’s disciplines. Since her appointment to the global brand management role, there has been a wealth of new business activity within the network for a variety of global brands. With her broad expertise in developing and maintaining international business relationships, Ms. Piette is expected to add an important new perspective to the executive committee as the organization continues to grow and service more global-facing brand opportunities.

    OCHWW Chairman and CEO Matt Giegerich said, “We are fortunate indeed to have both Katie and Matt in our leadership ranks, and their appointment to the global board will help us enormously as we continue to evolve and grow our Ogilvy CommonHealth global community.”

    About Ogilvy CommonHealth Worldwide 

    Ogilvy CommonHealth Worldwide (www.ochww.com) — the health behavior experts of Ogilvy & Mather (www.ogilvy.com) — committed to creativity and effectiveness in healthcare communications, everywhere. With 56 offices across 32 markets, Ogilvy CommonHealth Worldwide provides marketing services including brand identity and development, clinical trial recruitment, digital/interactive services, direct-to-consumer, direct-to-patient, global integration, managed care marketing, market research and analytics, media planning and buying, medical advertising and promotion, medical education, public affairs and relations, relationship marketing, and strategic consulting. The network also offers scientific communications and publications services through a wholly owned separate legal entity.

     

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  • The world of mobile development

    ​The world of digital and mobile development can be hard to keep up with. This short review gives an overview of what healthcare developers should be keeping front of mind when producing materials such as Apps and e-detailers for mobile devices.

     

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  • Australia punching above it’s weight for published publications

    The top 40 countries by number of research papers published this year has shown Australian research to be alive and well. With a population 14x smaller than the US, the number of publications per year stands up well with its larger advisory with 38,500 publications.View Article here

     

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  • We meowed at the Lions Health in Cannes

    ​Can you believe it was almost two months ago since the very first Lions Health at Cannes!

    I am actually kicking myself for not writing this sooner but you know how it goes.

    Overall I thought the standard of work was high, and that’s what you would expect for this type of event. I wouldn’t say that there was a new standard set, but there were definitely new players – non-healthcare agencies who haven’t been bound by medical departments or the weight of the past.

    Cannes Lions Health is putting healthcare advertising and communications on the world stage and I think this is great, but the playing field has just gotten bigger. So us healthcare folk need to stretch ourselves even more and deliver ideas that aren’t a print ad, e-detail aid or a direct mail series. We need to look
    outside of this and step away from the pharmaceutical/health look, feel, taste and tradition.

    I am proud to say Ogilvy CommonHealth Australia did just that with a Cat Ramps, a little ambient idea that set out to raise awareness of cat osteoarthritis.

    Instead of doing posters or an ad, we created a series of specially made ramps with website activation that were placed in Hyde Park Sydney on one day. Park visitors and city workers could interact with the ramps, activate the mobile website, learn about the disease, the signs to watch out for and potentially seek a management plan from their local vet.

    The traffic to the website exceeded objectives three-fold. Just under their monthly hits was achieved in one day.

    Even though we only made it to finalist, it was a big achievement given the 1,400 entries from 49 countries.

    But the biggest achievement was getting this idea signed off and up and running.

    So this little meow will hopefully turn into a big roar for Ogilvy CommonHealth Australia as we start our journey towards the next Lions Health in 2015.

    Tobë Pickford - Creative Director Ogilvy CommonHealth

     

     

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  • Ricky Gervais: The secret of creativity

    ​An insight into the secret of great creativity from award winning comedian and actor Ricky Gervais – more play and less work! 

    Read here

     

     

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  • Avoiding the pitfalls of a new product launch

    With the launch of any pharmaceutical brand, success or failure can be defined within the first few years of launch. The following article overviews some of the most common mistakes sales and marketing managers make before and during launch… Read here

     

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  • 7 Medical advances to watch in 2014

    Plenty of advances in medical research and treatment were made last year that could start to have a big impact in 2014. These breakthroughs range from making body parts on a 3D printer to getting the body to fight cancer on its own. 

    Here are seven to watch in 2014.

     

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  • The consult just got creative with silver surfers

    We hear it all the time; the elderly don’t go online. But with emerging and already existing technologies that help with better health outcomes, there’s even more reason for Aussie oldies to be there.

    This opens up great creative opportunities for pharmaceutical manufacturers and health business alike. It would be great for the brands that come off patent to offer value with exercises for the lungs or gamification for stroke rehabilitation. The digital world is our oyster. 

    More here.

     

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  • Apple executives meet with FDA to discuss mobile medical applications

    A group of senior Apple executives met with directors at the United States Food and Drug Administration (FDA) in December to discuss mobile medical applications, which could signal the finalisation of the widely anticipated Smartwatch.

    View original article.

     

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  • Probiotics not working? Try this…

    Spanish researchers are boasting of the health benefits of sausages made from baby poo. The Girona-based research team claim the unconventional ingredient is an abundant source of gut-boosting probiotics Lactobacillus and Bifidobacterium that can aid in gut health.

    View original article.

     

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  • Belfast medics develop X-ray app

    A group of medical consultants in Belfast have teamed up with IT specialists to develop a mobile app that can identify where a doctor is going wrong when interpreting X-rays. According to those behind the training tool, it is the first of its kind in the world.

    View original article.

     

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  • DIGI KNOW…  70% of consumers see clear benefits in using AR and IoT devices in their daily life and at work

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  • Are you game to tackle haemophilia?

    Around 400,000 people worldwide live with haemophilia, an inherited genetic disorder that affects the blood’s ability to clot, and many of those are children. It is vital for these children to learn about their disorder so that they know how to stay safe and maintain their treatment plans as required.

    Healthcare giant Pfizer have teamed up with the popular game Minecraft to create an innovative learning environment for kids with haemophilia. HEMOCRAFT combines the fantasy game with fundamental education about treatment plans and critical learning such as helping to control bleeding. Launched at the National Hemophilia Foundation’s annual meeting, the app is aimed at friends and family of patients too and provides a fun, educational method of spreading awareness about a potentially life-threatening disorder.

    Find out more

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  • Viewer discretion advised…

    If you were feeling slightly daring and clicked the play button above without closing your eyes, you’ll know what this is about. If instead you avoid watching any videos that involve pain then keep reading for a less gruesome outline…

    Anchor Milk, a New Zealand brand, developed a campaign aimed at increasing children’s intake of calcium. With the insight that 59 kids break an arm in New Zealand every day (reckless kiwis) they joined forces with emergency rooms and created an X-ray cast that could be scanned at grocery stores for a free jug of Anchor milk. The X-ray sticker was ordered at the hospital and delivered with a personalised image of the child’s very own bone break. On the sticker was a barcode which could be scanned at self-check outs across the nation for their free Anchor milk. With the success of X-ray sticker orders they expanded the campaign into a print and outdoor campaign, placing adorably cute image of strong kiddies in their casts all over their nation. Now be just as strong and click play to see a number of “ouch-worthy” snippets of kids getting injured.

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  • Unmuting men’s mental health

    Feelings. They’re for girls really, aren’t they? Since Ancient Greece, women have been seen as the emotional, hysterical ones, and men have been seen as the calm, rational, stoic ones. While this has led to a number of advantages for men, turns out, there’s a downside. The downside being that when men experience mental health issues, they’re less likely to discuss their problems and to seek help, leading to 75% of suicides being male.

    Movember has been battling against depression and suicide in men since 2003, and this year, as part of their “Unmute. Ask him” campaign, they’ve made a series of 3 how-to videos. Each video shows a simple tutorial – how to make a fishing line out of a can, how to change a flat tyre – and the subtitles provide the instructions. However, by unmuting the video you can hear what’s really going on: these men are struggling with depression and need your help. As Facebook plays videos with the sound off by default, these videos are an eye-opening way to show that actively listening is key in getting men to open up.

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  • The one time a Google symptom search might be useful…

    Many of us have googled our (usually mundane) symptoms when feeling poorly, and then rushed to the doctor with misdiagnosed meningitis. However, a new initiative is actually helping to identify an under-diagnosed disease through a simple Google search.

    It’s easy to see why Google’s an easy option, especially in the case of health conditions that carry stigma, such as depression. Despite a growing awareness of mental health issues, people are still less likely to seek help for mental health problems than they are for physical ailments. Shockingly, people with depression often don’t receive treatment until 6-8 years after the onset of their symptoms, and only 50% of sufferers receive treatment at all. NAMI and Google have decided to take steps to empower and educate sufferers in the US by identifying people who search “clinical depression” from a mobile device and directing them to a PHO-9 survey designed to aid diagnosis. While PHO-9 isn’t a one-stop shop for diagnosis, it does make the first step more accessible to those who perhaps wouldn’t think to seek professional help. The quick and easy survey is another clever marketing tool hoping to diagnose this horrible mental illness sooner!

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  • DIGI KNOW…  80% of consumers say they do “a lot of” online research before making significant purchase decisions

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  • Emoji to the rescue!

    One out of every six kids in America is hungry, a problem that charity No Kid Hungry has set out to fix. With the intention of raising awareness, the US charity has focused on the typical behaviours of millennials and used this to create positive change. The #EmojiMeal campaign consists of 10 second videos on Instagram Stories that allow viewers to create their own meals. For every item added, a donation is made to the charity – turning the emoji meal into a real meal for a child in need. Thanks to this digital initiative, Emoji Meals is raising awareness and influencing behaviour change about healthy eating that influences diseases such as diabetes whilst also raising money for a worthy cause.

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  • VR for good – games tackling dementia

    Despite dementia becoming increasingly common, its causes are poorly understood and few treatments are available. One of the issues facing researchers is a lack of data – cue Sea Hero Quest, a game/research tool which is fighting the disease. In the original mobile game, players travel the seas to help an elderly explorer regain his memories. As they play, the game gathers data on players’ navigation techniques and uses it to create a global map of how the human brain works. Researchers can then use this valuable information to understand how the onset of dementia affects the brain. The game has now been released as a VR version, which is able to collect data 15 times more precise than the mobile version. The original game has already collected the equivalent of 12,000 years of research, with over 3 million users.

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  • Your yearly reminder

    Skin cancer can be relatively simple to detect. Despite this millions of people worldwide die annually as they do not monitor their skin regularly. However, data suggests that most people check their Facebook feed daily. Introducing, Skin Memories – a campaign by Euromelanoma that pairs skin cancer monitoring and the ‘memories’ feature on Facebook.

    To raise awareness of skin cancer the Euromelanoma campaign distributed stickers with a measurement grid to pharmacies around Belgium. Users were encouraged to take a sticker, place it on a mole (thus measuring its size), take a photo and upload it on the social network. By doing so, the users activated the ‘memories’ functionality on Facebook, which automatically displays the same photo to users year in, year out. Giving users a gentle reminder of the size of their mole and allowing for easy comparison to the previous year.

    We think this is a neat little campaign, working to change behaviour!

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  • Wet Reminder

    It’s bad enough being sneezed on by a total stranger while packed like sardines on the peak hour tube but now people are being purposely sprayed by AH-CHOO’s along the streets of Sao Paulo. The Ministry of Health’s ambient media campaign is attempting to disgust Brazilian citizens in to getting their flu vaccination. They’re doing this by installing digital billboards around the city that trigger the person on the display to let out a loud sneeze every time someone walks past. Along with the startling noise, the billboard will also spray moisture to stimulate the real, wet, disease-ridden thing. Passers-by are then shown a display directing them to a website to check whether they should be vaccinated. Peep the clever sneezing extravaganza in the video above.

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  • A Hug from Huddle

    Joining a support group for an illness you most likely don’t want to admit you have can be terrifying! Add to that, the fear people with depression and anxiety might have facing a room full of total strangers. So instead, say hi to Huddle! An app that lets anyone create and join support groups from the comfort of their smartphone.

    Huddlers can share their stories with others in virtual peer-to-peer groups within the app. This is done mainly through videos, but text can also be used. The users can choose to pixelate their face and choose a username to remain anonymous. Huddle groups are currently run by people, but the company plans to introduce meeting facilitators and group moderators to keep the groups on track. If successful, this app could present a great benefit to a number of people who would otherwise feel discouraged from joining a support group.

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  • The Power of the Pedal

    We’ve all heard of ADHD. The media is obsessed with spreading the word about how many kids are being diagnosed, which has resulted in misconceptions about the validity of the disorder and how it can be treated. The Specialized Foundation, set up by bicycle brand Specialized, is working to challenge these misconceptions and spread the word about the benefits of a daily bike ride. In this fast-paced, attention-grabbing video, we learn that one in every nine school children is diagnosed with ADHD and that a bike ride a day can help “set them free.” The #RidingForFocus program is funding research to increase awareness of the benefits of bike riding for ADHD sufferers across dozens of schools in the USA. Check out more about the campaign behind this energised video that’s sure to stick in viewer’s minds and change attitudes towards ADHD treatment.

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  • What if a GIF could cause an Alzheimer’s shift?

    Everyone knows there’s no better way to get the group chat going then hitting the squad with the ultimate GIF! And if you didn’t know and you’re still wondering if GIF stands for “Good Info for Friends”, by urban dictionary definition it is: a form of computer image that moves as an animation, because it consists of frames, like a movie with no sound.These repetitive images have taken social media by storm and the AMA (Association Malattia Alzheimer’s) has cleverly used them to raise awareness of a much less humorous matter – Alzheimer ’s disease. By drawing on the insights of the people closest to the patients, the image showed what it feels like to have an Alzheimer’s patient in your family, as the one short clip repeats itself over and over again – a very common symptom of sufferers. The GIF was simple and clear asking viewers to donate to the fundraiser. Its simplicity helped it gain over 2 MILLION impressions and increased traffic to the AMA website by 478%!!! Now that is a real GIFt.

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  • Cancer detection is just a stone’s throw away

    Breast cancer survival rates are as high as 98% when diagnosed early. However, in parts of the Middle East, it’s a taboo to talk about it. With this challenge, Medcare Women & Children’s hospital developed a campaign that cleverly got the message across to Arabic women that early detection is crucial, without breaking the social taboo. By placing pebbles with a simple message in the shoes of women who visited a mosque for prayer, they encouraged women to check their breasts for small lumps and significantly raised awareness about the disease.

    If the social good wasn’t enough, the campaign was also awarded Bronze Lion in Cannes, Grand Prix and two Golds and three Silvers at Dubai Lynx 2016. It was widely covered by Arab bloggers and press, spreading the message even further. Out of the total 8,250 women who found the initial message in their shoes, over 33% reached out to the toll-free number shown on the pebble.

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  • DIGI KNOW… the average user spends 88% more time on a website with video

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  • Open your eyes to the truth about smoking

    We all know the dangers of smoking. From lung and throat cancer, to stroke and heart disease, the consequences of the hard-to-kick habit are impossible to ignore. Despite this awareness boost in recent years, one alarming side effect remains relatively unknown… Smoking is the second highest cause of irreversible vision loss and legal blindness, after aging alone.

    Introducing Smoking Blind, an initiative that’s raising awareness of this life-changing side effect. Smokers buying a new pack were in for a shock when receiving a cigarette box covered in braille. Upon opening the box, they found a pair of glasses that simulate blindness with a note explaining that smokers risk of blindness if 4x higher than non-smokers. Accompanied by some shocking print ads, this campaign is set to surprise and hopefully make people think twice before the next cheeky fag.

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  • Smaller the fighter, larger the superhero!

    There is no bigger fight than a fight for your own life, and there is no greater fighter than a child combating a terminal illness. In this gripping two-minute campaign video for Toronto’s Hospital for Sick Children, the superheroes are in fact real patients and, instead of showing these children as weak, they are portrayed as strong, not to undervalue their constant day-to-day defiance. The tone, videography and soundtrack of this brilliant campaign provides hope for similar heroic fighters across the world. Get a feel for what we’re talking about in the super sick video (pun intended) and explore the campaign further on the associated website below.

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  • How far will you blow?

    How do you make a lung function test an engaging way to get people to seek help with smoking cessation? Cancer Research UK has the answer! In their latest campaign, they installed an interactive outdoor poster at bus stops, called “the breath test”. Passers-by are invited to blow into a sensor on the poster to test how smoking has affected their breathing – the longer they can blow, the more of the poster’s message they’ll be able to read. While advising smokers to seek help from an NHS stop smoking adviser.Smokers may not realise how their lung function has been affected – so this poster could be a great way to show people who smoke the problems their habit is causing them, and encourage them to get help to quit. Watch the video above to see the poster in action!

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  • You have gout to check this out!

    When a patient is diagnosed with a debilitating disease it can be extremely difficult for them to come to terms with it. While they’re bombarded with a whole lot of unfamiliar medical mumbo-jumbo they can also struggle to find someone to relate to. An incredibly interactive and creatively driven campaign, Change Gout, has shown how you can take a specific medical process and materialise it, to meet the needs of a suffering patient.

    By drawing on the painful crystal growth that occurs on the joints of a gout sufferer, the pharmaceutical company, Gunenthal, developed a patient education website that is interactive, thought provoking and informative. Alongside this, they produced an emotive patient film and an art exhibition based on the crystal sculpture produced in the video. Not only does their platform approach patient websites in an unconventional way but the short film also provides an interactive element adding to the patient experience.Check out the campaign below and feel a snippet of the satisfaction we feel when working in this industry.

    Change Gout

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  • Censor that, Trump!

    2017, a world where individuals are unknowingly sharing their personal information multiple times a day. A time where freedom of information is being monitored and censored across the world. In a means to raise awareness of this cyber censorship, Amnesty International teamed up with AdBlock to develop a project that turned media, usually blocked by specific governments, into a platform for influencers such as Edward Snowden and Ai Weiwei to share their take on cyber censorship with their respective nations.

    The campaign, Amnesty International Unblocked, re-purposed the platform used to block ads and replaced this space with messages from the individuals who had been exiled or detained by their governments due to their freedom of speech. The messages highlighted the government’s ongoing censorship and informed people of this manipulation. Within 24 hours the campaign reached 330 million people and had click through rates 1000% above industry standards!

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