Alix Rancier of Minds + Assembly on Delivering Simple, Powerful, Beautiful Work for Healthcare Brands 

Never staying static to create unexpected and uncompromising work

Muse caught up with Alix Rancier, managing partner, writing, at Minds + Assembly, to discuss some recent campaigns, how the agency stays ahead of evolving health trends and its philosophy on creativity.

Muse: The healthcare landscape is constantly evolving. How does your agency adapt and innovate to stay ahead of the curve in delivering impactful health messaging?

Alix Rancier: At Minds + Assembly, we are never static. We are constantly evolving and expanding our areas of expertise to develop innovative and results-oriented solutions for our clients. It’s not just a commitment—it’s by design. This allows us to continuously develop new ways to deliver messaging that demands attention and makes an impact, whether it’s by using AI to create internal efficiencies or by implementing message matrixes to execute on highly targeted omnichannel plans. 

Yet there’s one thing above all else that guides us and drives us: We believe in the power of simplicity to shape everything we do, especially content creation. It’s a practice that allows us to deliver with impact no matter how quickly the industry is changing.

We also know where, when, and how to push an idea to its greatest potential within the confines of this regulated industry. Pushing all the way up to the line, but never crossing it, is vital to deliver work that makes us proud and also makes the biggest business impact. 

Muse: What unique approach does your agency take in addressing health-related messaging and campaigns?

We act with intention, energy, and purpose to commercialize the most beautiful brands in healthcare. With that intention comes impact. Our dedication to creating unexpected and uncompromising work that is simple, powerful, and beautiful is a philosophy that guides us and drives us.

• Simple: We distill things down to the essentials to communicate with absolute clarity. We only add what is needed and what is essential to positively impact our agency and our clients’ business. 
• Powerful: We develop work that demands the attention of our audiences so that it never gets overlooked. 
• Beautiful: We believe that beauty is a standard that sets our work, our brands, our clients—and us—apart.

Muse: How does your agency integrate emerging technologies into health campaigns to reach and engage audiences effectively in an increasingly digital world?

We’re constantly investing in new technologies, expanding capabilities by bringing new expertise into the agency, and providing hands-on training to enhance our knowledge and output for our clients. For health campaigns, emerging technology strengthens our omnichannel and integrated media strategies and allows us to build deeper relationships with our audiences. We use AI for personalized content and predictive analytics, leveraging social media algorithms and influencers for targeted health messages and employing chatbots for 24/7 support and personalized interactions. Data/analytics and user feedback help us continuously refine campaign effectiveness. And as virtual reality enters more and more consumer homes, we’ve purchased tools like Apple Vision Pro to inspire our campaigns and how we deliver them. By pairing complex tech with beautifully simple work, we can break through the noise and create transformative brand experiences.

Muse: Share any success stories or specific metrics demonstrating the positive outcomes of these efforts.

For one of our clients we needed to deliver a best-in-class, once-in-a-lifetime launch for a treatment for generalized myasthenia gravis (gMG) and introduce a new MOA and our relatively unknown start-up client—all during the pandemic. We employed a data-driven launch that allowed us to reach target physicians even when we couldn’t see them face-to-face to successfully launch the brand and build relationships that in the first two months of the launch, 98 percent of targeted HCPs were reached. Within the first year, 3,000 people living with gMG were using the treatment.

For another opportunity, a client asked to develop a campaign targeting young people who are sidelined by mental health conditions. We created a Society of Valued Minds, a social-media driven movement that blends the power of artistic expression with breakthrough moments in culture, bringing vibrancy and relevance to this space. The movement garnered impressive results: 99.8 million people reached, 189.9 million impressions, 15.8 million engagements, and more than 1 million likes. More than 20 influencers, 75 collaborators, and 30 likeminded organizations were involved.

Sure, these campaigns achieved impressive quantitative results—but most importantly, the impact they had on patients’ lives was truly monumental.

It’s a testament to our commitment to creating work that is simple, powerful, and beautiful by design.