Will Lions Health Prove that Healthcare Marketers are Creative, Once and For All?
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It’s no secret that health and wellness marketing have been underrepresented in our industry’s award shows. Despite the fact that health and wellness are no longer limited to healthcare plans and pharmaceuticals — our category now supports healthier food options at chain restaurants, mattress brands committed to improving the quality of our sleep, and yoga studios promoting a healthy mind and body — we are still often marginalized as a niche category responsible for less creative work.
This year’s inaugural Cannes Lions Health festival, which celebrates creative communications in healthcare and wellness, will shine a light on the important and innovative work being done in our category.
I have worked in all areas of advertising in my career and I can’t imagine another category that has more of an impact on the lives of consumers than health and wellness. We market around the human condition with a sense of purpose, knowing that our work can result in something meaningful for consumers today who have never been more proactive and focused on their health and well being. Nielsen’s recent Health and Wellness survey found that more than 70 percent of Americans are trying to become healthier or maintain their current health, and Apple’s new iOS 8 Healthbook and Healthkit prove that wellness is a doctrine being embraced by millions.
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