Newsletter
Clio Health Innovators 2023: Meet 21 Leaders Driving Progress in Healthcare Marketing
These behind-the-scenes stars view creativity in healthcare through a different lens
It only took a worldwide pandemic to earn healthcare marketing some well-deserved kudos and a seat at the mainstream advertising table. So much so that it’s hard to find a brand that doesn’t include some notion of wellness as part of its mission statement.
Now in its second year, Clio Health Innovators recognizes the top talents in healthcare around the globe. They work at agencies, brands, hospital systems, nonprofits, government organizations and biotech/pharma companies. Most serve behind the scenes, crafting campaigns that matter.
Congratulations to all for the impactful work you do! Our 21 honorees will be celebrated at the Clio Health Awards on June 14. Tickets are on sale here.
The honorees are…
- 21GRAMS: Vera Everson
- 21GRAMS: Maria Colicchio
- AbelsonTaylor: Megan Henry
- BBH London: Fran Griffin
- Boehringer Ingelheim: Claudia Beqaj
- CDM N.Y.: Tyler Maxson
- DSI: Kartik Shukla
- Eli Lilly and Company: Betsy Wagner
- Eversana Intouch: Julie Quarcini
- FCB Health Canada, an IPG Health Company: Eduardo Rodriguez
- Genentech: Adam Pryor
- GoodRx: Stephanie Wong
- Haleon: Heidi Short
- Janssen: LeeAnne Mele
- Klick Health: Laura Denham
- McCann Health Japan, an IPG Health Company: Sawako Kira
- TBWAWorldHealth: Arek Zarycki
- The Bloc: Jonathan Loudon
- TOY8: Shun Matsuzaka
- VCCP Health: Helena Socratous
- Vertex Pharmaceuticals: Kiersten Kerr
You can learn about them in the profiles below:
Vera Everson is an executive producer at 21GRAMS, where she oversees all forms of production across leading brands at the agency and manages a team of producers. Prior to that, she worked for a global advertising agency overseeing top consumer brands across all aspects of broadcast and content production. She launched many brands, campaigns, and new products for clients like Google, JetBlue, Hyatt, Century 21 and Navy Federal Credit Union. My work has won awards for everything from creativity to marketing effectiveness.
How you bring creativity and innovation to your work
At my core, I am a shepherd of the work, a champion of creative and a defender of the bottom line. I have an unwavering passion for production and creativity and my goal on every project is to produce the best work possible. I bring in the right production partners that elevate ideas and I find creative solutions to challenging budgets and timelines that preserve the integrity of the work. With the producers I support, on every project, I instill in them to act based on the assumption that anything is possible, “no” is not an option, and to problem solve creatively, always.
About a recent project you’re proud of
A recent project that I’m most proud of is the creation and launch of the first-ever branded pharmaceutical original song. This track changed the way we could connect with the rare-disease community and how we can bring awareness to the disease (and in a fun way!). Heck, we turned safety information and medical data into something people wanted to listen to! This project was a true labor of love. It required an immense amount of agency collaboration, trust in our music partners, the vocal talents of a patient ambassador for the chorus and constant support from our clients. And creatively, it proved the power of production and creative joining forces to make something great.
What you’re most excited about right now in the health space
Prior to 21GRAMS, I had never worked for a healthcare ad agency or on any healthcare brands. I never had a desire to either, if I’m being honest. But there was something about 21GRAMSs… I was (and still am) inspired by their unwavering determination to break the perception of pharmaceutical advertising. That’s what’s most exciting to me in the healthcare space. We have clients that are thinking outside the box. They want to change from the dry and drab and are seeing the value of making good work. They want to be on TikTok, in gaming, use humor… Heck, we made a cool song filled with data! They’re taking risks and allowing agencies to actually be creative. It’s incredible to see the evolution and be a part of it. A challenge I was (and still am) totally up for. I’m truly inspired by the work we’re producing. I have producers coming to me and saying, “this is the best work I’ve ever produced.” This says everything and I believe this is just the beginning for what’s possible in the world of healthcare advertising.
21GRAMS
Maria Colicchio
SVP, Group Account Director
LinkedIn
Innovator has a lot of definitions. It usually applies to “creators,” people who come up with innovative ideas that ultimately change things—from perspectives to the world at large. But in pharma, where conservative companies, risk aversion and “maybe we should wait until someone else does it first” rules the day, there are unsung innovators. People who fight for innovative ideas and open doors to make them happen.
Maria Colicchio may not be a traditional “creator” (though, she’s a very innovative thinker). But the truth is, Maria is the type of account person every creative would want to work with because she nurtures, protects and loves ideas that change the industry. This is a person who is fueled by purpose and passion, and up for doing whatever it takes (no matter how hard it is) to make sure good ideas see the light of day.
How you bring creativity and innovation to your work
Strategic thinking, specifically ensuring the work has a clear connection to the key insight and overcomes a challenge the brand faces is the best way I can personally elevate and drive creativity. Without that, a great idea or cool, new innovative way to showcase the work won’t get past the first round.
A recent project you’re proud of
We recently launched an DSA campaign for one of our Janssen clients. The goal of this work was to bring awareness to a specific gene mutation in patients with prostate cancer and ultimately challenge oncologists to change their approach when treating this disease. From initial concept exploration through market research and finally to campaign execution, the team and I were able to preserve the initial intent of the work as well as stay true to the core creative idea, which at times wasn’t an easy feat. We hit a few roadblocks along the way, but our team, alongside our fearless clients, were able to protect the creative and create a beautiful yet dark campaign, unlike most campaigns seen in the oncology space, that succeeded in challenging oncologists to look closer at their patients because not all men with prostate cancer are the same.
What you’re most excited about in healthcare
Clinical trials, new data and new therapies that allow healthcare professionals more oncolytic treatment options that could give more patients more time, especially when they are in the late stages of their disease. Losing both my parents in 2021 to different types of cancer gave me a rare perspective to my work—it’s also what fuels my passion and motivation. Every new product launch is an opportunity to honor the memory of my parents and gives me the drive I need to ensure that great ideas, especially in the oncology space, see the light of day.
AbelsonTaylor
Megan Henry
Account Planning Director
LinkedIn
After 20+ years leading brand strategy for brands from virtually every industry, Megan Henry jumped at the chance to work in healthcare marketing, joining AbelsonTaylor in 2021 as account planning director. Her outsider perspective helped the company sharpen its focus on brand foundation development, i.e., establishing what a brand is, its purpose, and the space it wants to occupy in people’s heads, which has led to the development of breakthrough creative work. In the past year, she led strategy development for the agency’s two most award-winning campaigns of 2022, played a key role in several successful new business pitches and currently leads strategy for five assigned accounts.
How you bring creativity and innovation to your work
Creativity and innovation come from tenacious problem-solving, which is the part of my job I love most. Often, what we come to see as a “creative” solution is simply a new way of thinking about a familiar problem, considered only after other ways to solve it have failed. I’ve learned that by staying focused on a problem, and not giving up until the best answer is found, innovative and creative thinking emerges. Working this way brings momentum to the project, which in turn provides a sense of energy and excitement to the team. Committing to work a problem until it’s solved is a choice I make every day.
A recent project you’re proud of
It’s exciting to be part of the team behind the recent launch of Vowst, the first FDA-approved, orally administered microbiota-based therapeutic for the treatment of recurrent C.diff (client: Seres Therapeutics/Nestle Health Science.) The potential in treating the microbiome is just beginning to be understood. For our disease state awareness campaign, we compared the persistence of C.diff infections to the inevitable bad sequels expected from horror movies. Unfortunately, the cycle of C.diff recurrence is a real nightmare for too many patients. Our award-winning “Endless Sequels” campaign created an immersive experience that invites physicians into the story, challenging them re-think a gastrointestinal condition that has always been frustrating to treat.
What you’re most excited about right now in the health space
Personalization and democratization of data have shifted the balance of power so that patients are more empowered in decision making about their health, which will only grow in importance in the future. When I look at my parents’ generation, I appreciate how much has changed. Today, patients have better and more accurate ways to monitor their health, research treatments and lead conversations with their healthcare providers on health management, instead of the other way around. Of course, with great power comes great responsibility! It’s incumbent on patients to use the tools at their disposal for the best results.
BBH London
Fran Griffin
Group Strategy Director & Partner
LinkedIn
Fran Griffin is the strategic lead across global health and wellbeing accounts at BBH London, including Roche, Genentech and Leo Pharma, as well as the English Premier League. Fran is an active DEI ally and a member and mentor with Bloom U.K., a support network for women working in communications.
How you bring creativity and innovation to your work
I think both creativity and innovation are found through the unexpected. From the “why nots” and “what ifs.” The small side conversations that spark ideas. Taking a step back. Remembering to find inspiration outside the office. Creating an environment where great thinking can come from anywhere. Surrounding yourself with people that inspire and support each other—and enjoying the work you’re doing together.
A recent project you’re proud of
I have to say our award winning launch event for VABYSMO, with our clients at Genentech. Finding such a creative, unexpected solution to tackle pandemic Zoom fatigue head on, from so many different angles, was a brilliant team achievement. I truly believe it was the perfect innovative launch for such an innovative treatment. As a strategist I’m obviously thrilled with the data and game changing results, too.
What you’re most excited about right now in the health space
Psychedelics. I’ve been following the data closely for the past couple of years and you really get the sense we’re on the edge of a major breakthrough in the treatment and management of mental health care (and who knows what else).
Boehringer Ingelheim
Claudia Beqaj
Executive Director, Dermatology Sales and Marketing
LinkedIn
Claudia Beqaj brings over 20 years of experience to her role as the executive director, dermatology, at Boehringer Ingelheim. Her background spans across numerous therapeutic areas and cross-functional sales, marketing and market access roles, many years focused on rare diseases and now specifically within dermatology. She has developed and executed successful strategies in the U.S. and globally for launches, expanded indications, new market entry, mature product penetration and loss of exclusivity.
How you bring creativity and innovation to your work
As someone who is very passionate about raising awareness to rare diseases, I am always looking for ways to bring more creativity and innovation to my team’s work. In my experience, some of the best ways to foster creativity are to cultivate an environment that is open to new ideas, and encourage smart risk taking, even if it’s outside your comfort zone. I try to stay curious and open minded, and approach each project with a fresh perspective. I’m also a big fan of collaboration. Two heads are often better than one, and working with my incredible team has helped us all spark new ways of thinking.
Of course, being creative and innovative is easier said than done, but I believe it’s a challenge worth embracing. I often pose the question, “Will this break through the noise, and really make people stop and pay attention?”
A recent project you’re proud of
Recently, the team has been working with internationally renowned designer Bart Hess and the DTech Lab at NY’s Fashion Institute of Technology to evolve the Unwearable Collection through the development of a fifth look that focuses on the anxiety and uncertainty that patients with generalized pustular psoriasis (GPP) experience while living with this disease. Given GPP’s rare prevalence, patients living with the disease often find it difficult to accurately communicate the incredible pain and emotional burden that accompanies the disease. Through a series of patient testimonials, Bart Hess and the students at FIT have designed a new statue to help shed light on a new aspect of GPP.
What you’re most excited about right now in the health space
While there is much to be excited about, I’m highly encouraged by the increased focus on rare diseases. This increased focus means more resources, funding and attention are being directed towards addressing these conditions. This can lead to more research being conducted to bring new treatment options to patients in desperate need. Rare diseases often go under or misdiagnosed due to their low prevalence, however, with more attention on these diseases, healthcare providers have the potential to better identify, diagnose and ultimately treat them.
CDM N.Y.
Tyler Maxson
SVP, Creative Director
LinkedIn
Tyler Maxson is an award-winning creative director with a discipline in art direction and a decade of experience. He started his career working in consumer advertising on some of the largest brands in the world such as Proctor & Gamble, Wendy’s, USTA, Nestlé, Unilever, Honda, Rolex, Volkswagen, and Walmart. Tyler believes that health is the future and wanted to be part of the global conversation, so he transitioned to the healthcare space while bringing an entirely fresh perspective to HCP, patient, and payer work on brands such as Pfizer, Regeneron, Teva, Novartis and Merck.
At CDM NY, Tyler leads the art department in developing campaigns that combine his unique strategic approach, a brand’s purpose, and stunning art direction while encouraging the team to view every brief as an opportunity. Tyler’s brand-building approach to healthcare marketing comes deeply rooted in the same headline-worthy, attention-grabbing, head-turning, thumb-stopping concepts you would see from any consumer brand because he believes at the core, we’re still advertising to people.
How you bring creativity and innovation to your work
Innovation requires being up on the latest tech and the best campaigns out there. I come from a consumer advertising background, so I bring a fresh perspective along with my years of experience. I’m currently working on a lot of HCP work and I remind my team that doctors are people too. They get excited by great work, the same way we do as consumers of brands we love.
A recent project you’re proud of
We launched an online store full of empty hangers—because the clothes had already been donated to those who need them.
During last year’s holiday season, we launched an empty winter collection store to motivate our employees and clients to donate parts of their wardrobe that they no longer use. In addition to the website, we placed racks with empty hangers across Omnicom agencies so employees could bring their own clothes and hang them there. In total, we were able to gather and donate over 200 jackets, along with various other warm garments, to All of Us Clothing, a New York-based organization that distributes garments to those in need.
What you’re most excited about right now in the health space
I think health is all anyone is talking about right now. Covid, vaccines, health equality. So I feel like I’m on the front lines of the conversation.
DSI
Kartik Shukla
Executive Director, US Marketing, Hematology, Emerging Assets & TGCT
LinkedIn
Kartik Shukla is always willing to push creative work and fight for interesting or novel projects. His relationship with the AREA 23 team is founded on trust and respect.
How you bring creativity and innovation to your work
I place a significant emphasis on identifying key insights that drive customer behavior. My work focuses on delivering on those insights in a creative and innovative manner. The approach needs to be provocative to gain the attention of the intended target, simple in design to ensure effective execution and repeatable to drive predictable and measurable uptake.
About a recent project you’re proud of
Implemented an insight driven disease awareness campaign to help women identify iron deficiency anemia. The Women Get it campaign was designed to highlight how heavy menstrual bleeding can lead to IDA. The campaign utilized clever imagery and situations to drive awareness of the connection between HUB to IDA and encourage women to seek treatment. Campaign was executed in various channels including NY subways and suburban malls as well traditional online and print channels. The campaign drove significant awareness and uptick in appropriate patient populations.
What you’re most excited about right now in the health space
The incredible expansion of artificial intelligence applications and their ability to enable brands to connect authentically with patients, their caregivers and key stakeholders.
Eli Lilly and Company
Betsy Wagner
Executive Director Global HCP Marketing, Alzheimer’s
LinkedIn
Betsy Wagner has 18 years of experience working at leading healthcare companies across medical devices and pharmaceuticals. She has held roles in engineering, regulatory affairs, and has spent over half of her career in marketing. Her professional areas of expertise are in communication strategy, campaign development and team leadership.
How you bring creativity and innovation to your work
The heavily regulated pharmaceutical industry may not seem like a marketing environment where creativity thrives, but I’ve found that despite tight guardrails—or perhaps because of them—our team is pushed to think even more creatively to find new ways to engage meaningfully. We constantly look to other industries, market trends, marketing case studies and analogs from broad therapeutic areas for inspiration, and ask how we can improve on/modify/leverage this in our space. I also am privileged to work with some of the best creative agency partners, consultants, and physician advisors to help us think big and bold while always staying true to what will be most resonant with our customers.
A recent project you’re proud of
Our team recently completed filming a documentary featuring three of the world’s leading Alzheimer’s doctors. Alzheimer’s disease is widely perceived as the most feared disease, and for the first time, we are seeing significant momentum in both the diagnostic and therapeutic landscape. We’re at the cusp of a transformation in Alzheimer’s care, and we’ve captured this momentous time from both a physician and human perspective. The story will keep viewers engaged, but importantly, the documentary is also educational, telling the viewer how these doctors are managing the disease and their hope for the future.
What you’re most excited about right now in the health space
I’m intrigued by the evolving landscape of new digital tools to support healthcare, specifically in the prevention and consumer space. Healthcare, especially in the U.S., has traditionally been a paradigm of “fix what’s broken,” but the future of healthcare is in prevention, and these tools enable consumers to be more proactive, owning their own data and seeing triggers or risk factors earlier through wearables or even their phone.
Eversana Intouch
Julie Quarcini
Group Copy Supervisor
LinkedIn
Julie Quarcini is one of the most forward-thinking, innovative copywriters in the business today and her gift for sharing both her knowledge and love for the healthcare industry is standout among those at Eversana Intouch—and in our industry at large. With almost 25 years of experience in print and digital advertising, she has written about a number of disease states and products for both humans and animals, including multiple billion-dollar brands.
How you bring creativity and innovation to your work
I enjoy applying my strong organizational skills to pharma copy. Each tactic has its own concise story to tell a specific audience. Figuring out how to craft the copy in a way that makes it brief, succinct and visually appealing is always a challenge I love to conquer.
A recent project you’re proud of
I am very proud to have brought the Copy School to Eversana Intouch. It’s an eight-week program designed to provide aspiring writers with the information and training they need to succeed as an associate copywriter. The Copy School has become essential for anyone wishing to expand their skillset and break into this competitive field. By teaching the key elements of copywriting and providing valuable feedback, we have changed the lives of Copy School grads and helped prepare them to tackle the biggest challenges of their careers: Starting new careers!
What you’re most excited about right now in the health space
I am most excited about the technological advances being made when it comes to precision medications targeting tough-to-treat conditions. Being in a country that values progress and innovation in healthcare, it’s hopeful to see that investments are being made to help people lead longer, healthier lives.
As an associate creative director with over 20 years of hands-on experience, Eduardo Rodriguez honed his skills in motion graphics, video production, and web-based technologies. Most of is career has been spent in the pharma and health advertising world, where he worked with a diverse range of brands and therapeutic areas. But what truly sets him apart is his natural ability to solve problems and a genuine passion for learning and adapting to new skills and technologies.
How you bring creativity and innovation to your work
I truly believe in the importance of teamwork and staying curious. By keeping things open and friendly, my team and I can just bounce ideas off each other and experiment with new ways of doing things. I’m always eager to learn and stay on top of the latest tech, which helps me add that innovative touch to our projects and really elevate our agency’s creative work. And it’s not just about me—I think it’s important for the whole team to grow together. That’s why I often join in and even co-lead training sessions to share what I know and learn from others in the IPG Health network.
A recent project you’re proud of
I recently had the amazing opportunity to spearhead the development of a fresh and bold visual style for FCB Health Canada. I took this opportunity to create something truly unique and distinct from the conventional branding typically found in health agencies. My knowledge in 3D modeling and animation, combined with my A.I. grasp, were instrumental in bringing this project to life. As the look and feel of our brand continues to evolve, I can’t help but feel excited about where this creative journey will take me next.
What you’re most excited about right now in the health space
Right now, I’m extremely excited about the role that technology and artificial intelligence are playing in transforming the health space. From personalized medicine to A.I.-driven research, these advancements have the potential to significantly improve patient care and help us better understand and address various health challenges.
By listening first and acting second, Adam Pryor has been at the forefront of directing campaigns that empower patient communities to chase the social issues they care about, with the ultimate goal of improving their lives as whole people. Through his creative work on the product PR team at Genentech, Pryor has especially sought to amplify the voices and experiences of people living with disabilities, who have historically been underrepresented or misrepresented in art and the media and often overlooked among DEI efforts.
How you bring creativity and innovation to your work
I spend a lot of my free time creating art, especially writing and performing music, which has frequently augmented and inspired my work. I think honing those skills outside of work really helps when it comes to leading creative campaigns like SPACES and Double Take. Finessing the details of these programs so they match top music and fashion industry standards is vitally important for bringing the community’s vision to life and catapulting their message onto the national stage.
Although these two ambitious programs required a great deal of creative vision and big-picture thinking, I think one of the biggest innovations here is that we always started with kindness and empathy. That approach is what enabled these campaigns to amplify the voices of this community.
A recent project you’re proud of
I’m incredibly proud of Double Take at NYFW, which continued what we started with SPACES—challenging the status quo and bringing unprecedented visibility for the SMA community. With Double Take, we were motivated to further push the limits of what would be seen as healthcare programming.
Double Take drew a standing-room-only crowd of 200+, with 30+ reporters in attendance, while another 160K+ people tuned in on YouTube. Because of Double Take, adaptive fashion entered widespread public consciousness and the SMA community had the opportunity to showcase their creativity far beyond the reach of a typical rare disease campaign. Living up to the name of the show, we turned heads not because of the participants’ disabilities but because of their style and individuality.
What you’re most excited about right now in the health space
I love how we’re increasingly seeing a holistic approach to medicine. Mind and body are inextricably linked, and there is concrete evidence that mindfulness can improve health. When we recognize the value of treating the whole person, beyond making medicines, we have the opportunity to make a much larger impact on people’s lives.
In my conversations with the SMA community, this comes up a lot. People are extremely grateful for recent therapeutic advances, but they also don’t want their lives to be overly medicalized. At their core, every patient is a person first, with complex and unique traits and desires. We began tapping into that notion with SPACES and Double Take, and I can’t wait to see where it goes next.
GoodRx
Stephanie Wong
Sr. Program Manager
LinkedIn
Stephanie Wong is a driving force in building and implementing high-performing, award-winning, integrated campaigns. She brings structure to complex, matrixed projects—facilitating collaboration across multiple teams and challenging the standards of operation—while being engaged and delivering on strategic and business objectives. At GoodRx, Stephanie has led dozens of initiatives to help Americans get the healthcare they need at a price they can afford.
How you bring creativity and innovation to your work
Every project presents a new challenge, and every team member can contribute to creative and innovative problem solving. I always do my best to think holistically and plan for contingencies. When issues arise, I’m quick to bring smart, strategic solutions to the table—considering all angles and leveraging efficiencies and resources to arrive at different ways to approach a problem.
A recent project you’re proud of
“Another Good Reason to Check GoodRx” was our brand’s storytelling platform to educate and inspire consumers on all the good reasons to check GoodRx. Our first fully integrated campaign launched last year across multiple channels including broadcast TV, YouTube, streaming audio and social.
In late 2022, we built on this campaign and created a new messaging platform, “The GoodRx Effect,” a strategic, integrated initiative telling truthful, simple stories about real GoodRx users and the impact GoodRx has on their lives, even beyond prescription savings. This heartfelt series captured two stories: one featuring a family of an eight-year-old with a rare heart condition, and one with a physician assistant who uses GoodRx daily in her practice to help her patients access prescription savings and better health outcomes.
What you’re most excited about right now in the health space
Over the last few years, awareness around mental health has become a mainstream conversation. I’m excited to see more and more resources becoming widely available to not only illuminate mental well-being, but also women’s health, health equity, and overall support of conditions that were not openly discussed 10 years ago. At GoodRx, I’ve been a huge advocate in bringing this to the forefront and utilizing resources that provide support. We still have a long way to go, but by sharing these stories and hardships, and opening the dialogue, we can make steady progress. These are the conversations I would personally like to continue having and help promote moving forward.
Haleon
Heidi Short
Consumer Experience Design Manager
LinkedIn
With 30 years of experience as a branding designer, Heidi Short understands how to effectively translate brand priorities into design actions and deliver results. Working for top tier NYC design and communication firms, Heidi honed her skills with a wide range of global clients, including McNeil Pharma, General Mills and Diageo. After years of consulting, she then joined Pfizer Consumer Healthcare and transitioned to her current role of design manager of consumer experience at Haleon. Heidi is responsible for curating everything from packaging, digital media, and TV commercials by directing strategic and emotionally connected creative for Haleon’s brands.
How you bring creativity and innovation to your work
I always ask myself some simple questions at the start of a new project. Do consumers need this? Does the design allow them to easily understand what this is? Can a physically challenged consumer easily use this? The passion is in making all the answers become “yes.”
A recent project you’re proud of
I’m proud of the Emergen-C Crystals launch because it was a challenge to effectively communicate what this revolutionary product was, an on-the-go, pour in your mouth supplement that pops. Born from the packaging graphics, the digital work has streams of flying crystals that are delightful and help communicate what it is and how to take it. People are literally lining up for samples and the testimonials are rolling in how parents never found it so easy to give their kids vitamins.
What you’re most excited about right now in the health space
After the pandemic, consumers are more educated about taking charge of their health and products that might have been misunderstood in the past now have an audience. It’s opened the door to talking differently to consumers and the dialogue is more elevated.
Janssen
LeeAnne Mele
Marketing Director GU Oncology
LinkedIn
LeeAnne Mele is a dynamic marketing and sales leader with experience in both consumer-packaged goods and pharmaceutical industries. After graduating with a dual degree in medical science and business, she began her marketing career at Kraft Foods. In 2016, LeeAnne joined Janssen as the marketing manager on INVOKANA, successfully leading the development and execution of complex issues management strategies and returning the brand to growth. As the marketing director, GU Oncology, LeeAnne currently leads the development of innovative marketing plans to enhance customer value and extend Janssen’s leadership in prostate cancer treatment.
How you bring creativity and innovation to your work
In the pharmaceutical industry, being creative and innovative is crucial for introducing new drugs, therapies and treatments that can improve patient outcomes. I always keep our patients and healthcare practitioners in mind when developing new offerings. By doing so, I ensure that our innovations meet their needs and are relevant to their lives. Furthermore, I collaborate with diverse teams of people who have different skills and expertise than me. This way, we can come up with fresh ideas and innovative solutions together. Lastly, I encourage my team to think outside the box and try new things. Sometimes, the most innovative ideas come from taking chances and trying something different; we can always learn from our failures and grow from them.
A recent project you’re proud of
I’m really proud of Crucial Rehearsal, our direct-to-consumer patient campaign for men with prostate cancer that we executed last year. This campaign was designed to address an important unmet need through preparing patients and their caregivers to have an open and honest dialogue with their doctor about their treatment choices. After responding to three questions, men receive a personalized script that they can use to talk to their doctor. The campaign aims to drive behavioral change in the patient-doctor conversation landscape in prostate cancer and drive self-dependency amongst the patient community to take their healthcare decisions and embrace self-reliance.
Through our discussions with patients, caregivers, and patient organizations, we found that many men living with prostate cancer struggle to make informed decisions about their treatment and advocate for themselves, which can lead to suboptimal care. To ensure our rehearsal tool and discussion guide were effective, impactful, and addressed the needs of patients, we collaborated with patients and caregivers to create the survey questions and responses.
We used an innovative approach for the campaign outreach by arranging a live broadcast interview with a leading Medical Oncologist, who discussed the importance of shared decision-making to improve patient outcomes. This helped us reach a wider audience and generate a lot of interest in our campaign. It equipped many patients and their caregivers across the country with the tools they need to advocate and discuss with their physicians better treatment options and improve their quality of life.
What you’re most excited about right now in the health space
We continue to see significant unmet needs among patients living with cancer, including experiencing difficulties with existing standard-of-care treatments. At Janssen, we are working daily to get in front of cancer, bringing together the brightest minds to create and deliver new ways to detect, intercept and one day cure this disease.
Klick Health
Laura Denham
Senior Vice President and Executive Creative Producer
LinkedIn
An ambitious leader who has worked across the world and across the full spectrum of production, Laura Denham, senior vice president and executive creative producer at Klick Health, credits her passion for purpose with drawing her to healthcare marketing professionally in 2020. Laura was appointed head of creative production at Klick due to her relentless pursuit of craft excellence and her history of delivering creative firsts by assembling and coaching high-performance teams to success. Her team also launched Studio K—Klick’s Toronto-based production facility and creation space.
How you bring creativity and innovation to your work
I love bringing ideas to life and am lucky to have worked across the full spectrum of production types around the world. I believe that the magic of producing happens when you focus on the soul of the idea. If you bring the whole team along on that creative journey, the truth of the story you are trying to tell comes through. The processes of creating come with lots of twists and turns, but if you stay open-minded and excited, there will always be a way. Even before my love of advertising and marketing began, I’ve been privileged to work on all kinds of productions: theater shows, live TV specials, experiential stunts, Olympic medal ceremonies, not-for-profit executions, dance performances and more. I believe this multidisciplinary experience helps my team and I see different ways to create and find unexpected production approaches.
A recent project you’re proud of
Our animated short film The Bridge for nonprofit PAWS NY and Lifesaving Radio, the world’s first A.I.-powered healthcare radio station, which we created for NextMed Health, are two recent Klick Health projects that I am incredibly proud of. These initiatives are perfect examples of how we as healthcare marketers can use creative storytelling and exquisite craft to affect change and make a real difference in the world.
What you’re most excited about right now in the health space
I’m excited about the ideation I’m seeing, hearing, and feeling in the experiential space and new ways for health brands to connect with culture. The experiential space has evolved massively in the last five years and is steeped with opportunity to take brand-building to the next level. From in-person experiences to digital/hybrid moments, we are seeing so many new ways to share ideas and deepen connections: live experiences as content, scalable VR executions, sponsorships of unexpected properties, the hyper-personalization of content, curated and self-directed experience, unscripted storytelling—it’s all possible. I’m excited to see how our industry will embrace the “new experiential” in order to drive authenticity, creativity and human connection.
McCann Health Japan, an IPG Health company
Sawako Kira
Writing Director
Before joining McCann Health Japan in 2014, Sawako Kira worked as a medical writer at an advertising agency specialized in ethical pharmaceuticals for 20+ years, where she engaged in planning and production of new product launch materials as well as scientific materials for doctors, patients and sales reps.
How you bring creativity and innovation to your work
I attend academic conferences in areas pertaining to my role, not only to absorb the latest scientific information, but also to observe trends within society and reactions of participating physicians. Then I review relevant literature and consider if I can propose a new asset that is of interest to the client.
A recent project you’re proud of
A pitch win for a new drug for treating hemophilia. I am proud of the win because we contemplated and proposed strategy and a framework for a tactical program based on medical evidence, and then we developed our proposal through a highly collaborative team effort. I assigned a junior writer for development of a MOA illustration and supported her where needed. Her MOA illustration was well appreciated by the client and contributed to the win. Being able to cultivate ability and motivation of a young writer was just as fulfilling as the pitch win.
I am also proud of communication with my client’s pulmonary arterial hypertension (PAH) team: I attended a scientific meeting of the Japanese Pulmonary Circulation and Pulmonary Hypertension Society, which took place in Tokyo in the summer of 2022, and put together a report on presentations that I attended and shared the report with my client’s PAH team. The report was shared with their PAH MSLs and was used for KOL communications. It led to high praise for McCann Health Japan and resulted in a brief for a new material development. It was gratifying that what I did was so well received and led to new business for the agency.
What you’re most excited about right now in the health space
The development and clinical application of A.I.-based diagnostic technology is progressing in various areas including cardiovascular, which I engage with. I am excited about the potential use of A.I. in the medical and health fields.
TBWAWorldHealth
Arek Zarycki
VP, Director of Creative Technology
LinkedIn
Arek Zarycki is a software engineer, educator, and technologist with over 20 years of experience spanning large enterprise, agency and startup environments. Since 2015, Arek has held the position of director of creative technology at TBWAWorldHealth, where he manages the development and digital QA disciplines. He brings his passion for digital thinking and technical expertise to collaborate with creative, account, and strategy teams, elevating the digital presence of established and newly launched brands, including Gilead HCV Portfolio, Lynparza, Palforzia and Repatha.
Arek is a “maker” at heart, dedicated to shaping the agency’s digital vision and helping clients visualize the limitless possibilities at the intersection of human, design, and technology.
How you bring creativity and innovation to your work
I’m a firm believer that technology should simplify our lives and make our daily tasks more manageable. With the recent rise of generative A.I., such as Chat GPT, we can clearly see the potential for technology to streamline, speed up, or even eliminate, many mundane tasks. This can free up time for us to focus on more fulfilling aspects of our lives.
To achieve this goal, I hold myself to a standard of “Simple, Elegant, Necessary.” I strive to design solutions that are both user-friendly and efficient, finding the perfect intersection between human needs and technological advancements. By optimizing solutions with the latest technology, we can create experiences that are not only intuitive but also enjoyable and memorable.
One of my favorite ways to drive innovation is through prototyping. By building and testing prototypes, I can put the technology directly in the hands of our internal teams and clients. This allows us to see the potential of our solutions in action, making it easier to validate our assumptions, ensure we’re on the right track, and refine our ideas before launching the project. My dream is to make complex technology easy to use and understandable for everyone, and to continue pushing the boundaries of what technology can do to improve our lives.
About a recent project you’re proud of
My father is a recent cancer survivor, so I have a personal connection to projects in the oncology space. I still vividly remember the stress and anxiety of trying to find the best information to inform his treatment decisions. For this reason, I’m passionate about leveraging technology to make information more accessible, easier to consume, and always available to patients and doctors alike. By doing so, we can help improve outcomes and provide better support for those who are dealing with cancer and other serious illnesses.
What you’re most excited about right now in the health space
I strongly believe that Artificial Intelligence has the power to revolutionize healthcare by making it more accessible and affordable, and improve outcomes through education, streamlined diagnosis and monitoring. The impact of A.I. is already visible in the drug discovery and approval process, as well as in the diagnosis and treatment of rare diseases.
A.I. can also provide personalized education and lifestyle management to patients, allowing them to take an active role in their healthcare journey and become more engaged participants rather than mere “receivers of healthcare.” These advancements can help bridge the healthcare gap and enable patients from all backgrounds to receive high-quality care. By leveraging the potential of A.I., we can improve healthcare outcomes, reduce costs, and enhance patient experiences.
Jon Loudon is a multidisciplinary designer focused on automation and operations in the digital space. As a former magazine and book designer, he enjoys leveraging design systems to organize large, distributed teams of creatives to work towards a shared vision.
How you bring creativity and innovation to your work
My work focuses on rallying creatives around new technology and communication to build together as a team. Technology changes every day but establishing shared standards is what gets the job done well and on time.
A recent project you’re proud of
Building a design system to support Otsuka-Lundbeck’s Rexulti HCP website has been a rewarding project. It’s been so satisfying to see a distributed, global team collaborate so closely on a build like this.
What you’re most excited about right now in the health space
I’m excited about how tech and automation are giving teams like ours an increased ability to build something useful. Software like Figma partnered with design systems thinking gives us the ability to work incredibly fast while maintaining the high level of detail this content requires. We spend less time on manual updates and more time on improving the quality of the product to better serve patients and caregivers.
TOY8
Shun Matsuzaka
Co-Founder and Chief Creative Officer
LinkedIn
After graduating from an art university in England, Shun Matsuzaka joined McCann Tokyo. He founded the McCann Millennials, an innovative project comprised of members of McCann Worldgroup’s millennial generation in Asia. In 2018, he founded TOY8, an EdTech startup with the mission of “creating a world where everyone can unleash their talents.”
How you bring creativity and innovation to your work
When you try to solve big challenges nobody else can handle, the solutions are naturally creative and innovative. So, I put the minor problems aside and focus on the significant issues nobody else has solved.
A recent project you’re proud of
TOY8 Screening. Post-pandemic, Malaysia faced the problem of developmental delay among children, yet they lacked the means to make screenings widely available. TOY8 transformed developmental screening into a game and also solved the major issue of lack of specialists by enabling anyone in any location to handle it so long as they had the kit. With the participation of the cabinet ministers, the National Recovery Council has approved TOY8 as a screening tool for the recovery of preschoolers. An initiative with the National Child Data Research Centre to make screening mandatory in public kindergartens has also begun.
What you’re most excited about right now in the health space
Acceleration of DX, accumulation of medical data, social implementation of A.I.
Helena Socratous has over 10 years of creative production experience across industries including fashion, B2B, shoot production, and healthcare. Leading the creative production department at VCCP Health, Helena has built up a solid team of producers creating a structured, integrated department where the unique skills of every person can be brought to the forefront. Helena has a keen eye for creativity and strives to make sure every process is as seamless as possible—skills she applies in her personal life too, in particular when it comes to her baking which she does on a semi-professional basis.
How you bring creativity and innovation to your work
I try to keep an open mind for anything that comes my way. It’s important to challenge each other while encouraging individuality and making sure we’re all striving to produce the best work that we can.
A recent project you’re proud of
Teva’s “Love doesn’t take a break” stands out for me, I worked on the post-production for this project and felt an instant emotional attachment. Carers carry a huge weight on their shoulders and after a small glimpse at this personally, I really see how important it is to provide support and recognition to the millions of carers juggling these struggles on a daily basis.
What you’re most excited about right now in the health space
Health is a space I fell into and 4 years later I’m still here! I’m intrigued every day and am excited to see how things change as we move away from more traditional health advertising.
Vertex Pharmaceuticals
Kiersten Kerr
Associate Director of Marketing
LinkedIn
Kiersten Kerr is a passionate, patient focused, loyal marketing, training and sales professional with expertise in launching products in rare disease.
How you bring creativity and innovation to your work
Being open minded is essential, including how we engage with our work. I like to consider all points of view and am not afraid of saying or hearing “no.” My approach to work is similar to my approach to travel—taking risks and taking the unbeaten path is how you uncover the most interesting and unique things.
A recent project you’re proud of
I am extremely proud of the rebranding of our patient support program (PSP) that happened 3 years ago and has been a resounding success. This was undoubtedly a team effort with many stakeholders here at Vertex involved including our agency partner No Fixed Address Health, who listened carefully to what we were trying to achieve and proposed a rebranding of the name and creative in a way that stood out in the world of PSPs and that inspired patients and caregivers alike.
What you’re most excited about right now in the health space
Working in the biotech industry right now is incredibly exciting. We are seeing innovative medicines developing at warp speed that I didn’t think could exist when I started in the industry back in 2000. The part the excites me most right now about the health space is how the patient voice is being heard and amplified—this is so important, particularly for people with rare and chronic illnesses.
