Inside Ad Health's Top 10 Rankings With Leading Agency Execs - Part 3

AI, cultivating a deep sense of listening and driving to succeed

Advertising Health has published its annual rankings of the most celebrated industry campaigns across the globe. Now in its 13th year, this year Ad Health has partnered with Clio Health on the undertaking. In addition to the Top 10 rankings, the report includes 10 interviews with senior ad execs whose winning work were included in the 2024 roundup. Muse published these interviews this week. You can read the previous installments HERE.

Below, we feature Jason Graff of Area 23, Natxo Diaz of VML Health, John McPartland of Ogilvy Health UK, and Collette Douaihy of Dentsu Health:

JASON GRAFF, EVP, ECD, AREA 23

What trends have you seen emerging from the past 12 months in healthcare advertising?

Many trends are evolving healthcare advertising, but I’ll focus on four.

AI for hyper-personalization: Thanks to AI, the healthcare industry is in a renaissance period. Over the last 12 months, we’ve been able to deliver hyper-personalized campaigns at an inconceivable pace. Machine learning is leveraging patient data and creating tailored messages based on health profiles, behaviors and needs. This shift ensures that our marketing efforts are not only relevant but can build trusting relationships with our audiences.

Health equity and inclusivity: Advertisers are now identifying and addressing the unique needs of diverse populations and tailoring messages to racial, ethnic, gender and socioeconomic groups to ensure equitable access to information and care. Ads are culturally sensitive. They yield more inclusive campaigns while spotlighting the issues that have been previously overlooked.

Social media as a primary channel: TikTok, Instagram and Doximity have become key for healthcare brands to reach and engage diverse demographics. Campaigns now use social media influencers, interactive Q&A sessions and real-time patient testimonials to connect with younger audiences. Hospitals and clinics use platforms to address misconceptions, promote mental health and share medical advancements. Social media, specifically video, is helping us successfully break the barrier between providers and patients, making healthcare more accessible and less intimidating.

Telehealth Marketing: The pandemic accelerated telehealth adoption and campaigns now heavily promote its benefits, such as convenience, accessibility and safety. Telehealth isn’t just a service; it’s now a staple in how healthcare is marketed. Providers highlight virtual consultations in ads, often paired with user-friendly tutorials or patient success stories. Traditional campaigns emphasizing physical appointments are fading, replaced by strategies that position healthcare as available anytime, anywhere.

How do you spot and evaluate award winning work?

I look for ideas that are utterly and truthfully simple, that drip with depth and understanding of the issue, at an immeasurable level. Then I look at the concept from every angle. Has it been crafted, written and art directed within an inch of its life? Is it insightful enough? Raw enough? Surprising enough? Does it have enough heart? Soul? Is it funny enough? Sad enough? Will it give someone the chills? An upper-echelon idea needs to make people experience a new emotion that can’t be unfelt.

Was there any work that surprised you this year?

The “Coke-Creating” project would have been a surprising effort by any other brand, but Coke has been consistently connecting with their audience in unexpected ways for years. In this case, they selected mom and pop stores that have been creating unofficial Coke logos either by family artists or friends. And instead of Coke trying to regulate these unlicensed versions, they co-created with the store owners and used them across all their global advertising.

What would be your Top10 campaigns from 2024?

1. ADIDAS, “Runner 321”
2. CERAVE, “Michael CeraVe”
3. SIEMENS HEALTHINEERS, “Magnetic Stories”
4. DRAMAMINE, “The Last Barf Bag”
5. SPECSAVERS, “The Misheard Version”
6. SAUDIA AIRLINES, “ProtecTasbih”
7. UN WOMEN, “Child Wedding Cards”
8. SPOTIFY, “Spreadbeats”
9. EQL BAND, “Touch”
10. ORANGE, “WoMen’s Football”

What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?

Study every award-winning healthcare ad done in the last 10 years. Commit to memory the agencies and the creatives who are winning year after year. Only work for those agencies or creatives because they have the track record and belief that you can’t regulate craft and creativity. And get in now, because healthcare advertising is having its moment, akin to the Madison Ave. creative revolution of the ’60s.

Is there anything you would like to see more from in the industry in 2025?

I’d like to see more innovation and forward thinking from healthcare agencies. More prototypes with the hopes of becoming standards of care. More emotional utility to help improve the daily lives of patients. More representation of diverse voices, cultures and conditions in campaigns, so messages resonate with a wider range of communities. More uses of emerging technologies to tell immersive stories that can touch the very fiber of our audiences.

NATXO DIAZ, GLOBAL HEAD OF CRAFT, VML HEALTH

What trends have you seen emerging from the past 12 months in healthcare advertising?

First, the meaningful, creative integration of technology continues to expand, driving innovation for more personalized experiences that promote treatment or health education. Often, we’ve seen how this first trend intersects with the second: greater diversity, encompassing not only ethnicity, gender and age, but also physical and psychological disabilities, reflecting the reality of the entire population. I liked how brands kept moving toward activism and purpose to engage with important social causes related to health. And something I liked even more: many times the brands achieved this goal while keeping their own products at the center of the idea. Chapeau!

How do you spot and evaluate award winning work?

Truly impactful health campaigns rise from a deep understanding of the target audience’s needs and also from their motivations. This insight fuels the development of innovative and memorable approaches to create big ideas that connect with people. Of course, the execution and craft must be impeccable, demonstrating flawless production, design and narrative. Furthermore, a successful campaign needs a simple message that resonates and drives measurable impact. Without a clear outcome, even our most creative ideas fall short.

Was there any work that surprised you this year?

I’m always impressed by projects tackling important health issues, transforming patients’ experiences through product innovation, such as “Magnetic Stories” or “Voice2Diabetes.” The exceptional level of craft of “47” or “Impossible Journey” is also inspiring. Finally, it’s always interesting seeing humor, as in “The Last Barf Bag” or “Michael CeraVe.”

What would be your Top10 campaigns from 2024?

1. DRAMAMINE, “The Last Barf Bag”
2. SIEMENS HEALTHINEERS, “Magnetic Stories”
3. SKIN CANCER UK, “The Melanoma Law”
4. KVI BRAVE FUND, “Voice2Diabetes”
5. MODERNA, “Ashe Versus”
6. CERAVE, “Michael CeraVe”
7. SAMSUNG SPAIN, “Impulse”
8. CEMENTO SOL AND UNACEM, ”Sightwalks”
9. CLARITIN, ”Diversitree Project”
10. HORIZON THERAPEUTICS, ”Toxic Portraits”

What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?

Cultivate a deep sense of listening and empathy for patients, their experiences and motivations. Health is a sensitive and personal topic, and a genuine understanding of people’s needs is essential to deliver meaningful and effective work that resonates and connects with them deeply.

Is there anything you would like to see more from in the industry in 2025?

I’d like to see more joy and reasons to smile. The world is increasingly complex and challenging. Our industry can help make it slightly better. So, I would like to see greater collaboration among agencies, clients and healthcare professionals to develop innovative solutions that tackle global challenges, especially when talking about diseases such as cancer, or issues such as health equity.

JOHN MCPARTLAND, ECD EMEA, OGILVY HEALTH U.K.

What trends have you seen emerging from the past 12 months in healthcare advertising?

Big brands are harnessing creativity to breathe new life into established products, using fresh storytelling to connect with modern audiences. The two stand out pieces this year did this perfectly in “The Last Barf Bag” and “Michael CeraVe.” Two briefs to promote legacy products with no new message: to most this would be a tedious ask. But by embracing humor and tapping into cultural moments on social media, they turned these into two of the best campaigns in years, with tangible results for the brands.

As we constantly look to innovation, I have felt this year has seen a rise in great work that bucks that trend. Using simple, more traditional mediums in a new and powerful way. “Child Wedding Cards” used drawings from children to make wedding invites, “The Misheard Version” turned radio into a screening tool, and “Call Glenn” turned an answer-phone message into a tool to change policy.

How do you spot and evaluate award winning work?

Is it sticky? Does it get under my skin and refuse to let go? If I wake up thinking about it, replaying the idea in my mind, then I know it’s something special. It’s not about the clever execution or the polished craft (though those things are obviously vital). But it’s about the idea. If it lingers, if it nags, if it whispers in your ear long after the ad’s gone, then it’s done its job. Anything else is just wallpaper.

Was there any work that surprised you this year?

I’ve been pleasantly surprised by the rise in longer form content. We are constantly being told to make everything shorter. Attention spans are getting shorter and people won’t watch past three seconds. But it’s our job to make them look. People will watch what’s interesting to them. Pieces such as” 47,” “The Impossible Journey,” “American Cancer Story, and “You Don’t Know the Half of It” do this so well. They draw you in and let their stories unfold without giving everything away in the first few seconds. After all, you don’t tell the punchline before the joke.

What would be your Top 10 campaigns from 2024?

1. CERAVE, “Michael Cerave”
2. DRAMAMINE, “The Last Barf Bag”
3. PETPACE, “Animal Alerts”
4. CAFE JOYEUX, “47”
5. CALL GLENN, “Call Glenn”
6. ASTER, “Impossible Journey”
7. COORDOWN, “Assume That I Can”
8. ANZEN HEALTH, “855-HOW-TO-QUIT”
9. MODERNA, “Ashe Versus”
10. SAMSUNG SPAIN, “Impulse”

What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?

Talent’s needed, sure. But passion wins every time. This industry will throw obstacles your way, but those who keep pushing, who get back up every time, are the ones who succeed. Passion keeps you moving when things get tough, and that’s what sets you apart. So don’t worry about being the most talented—be the most determined, and you’ll go further than you ever imagined. The best thing is that the work you do will matter. Really matter. You’re not just selling products, you’re coming up with ideas that can save lives, improve health and make a genuine difference. That’s a big deal. It’s not always glamorous, and it won’t always be easy. But knowing your work has a profound impact? That’s what makes it worth it.

Is there anything you would like to see more from in the industry in 2025?

So much of what we produce feels heavy and clinical. I’d love to see us inject some joy, humanity and even a bit of fun where it fits. Joy is powerful—it connects, inspires and makes messages memorable.

COLLETTE DOUALHY, GLOBAL CCO, DENTU HEALTH

What trends have you seen emerging from the past 12 months in healthcare advertising?

Rise of the customer experience: This is a big one. Beyond just medical treatment, the focus on customer experience is growing. This means using data, predictive insights and digital tools to create unforgettable experiences. The shift towards customer-centric solutions is about understanding and meeting patients’ needs. It’s about creating smooth, empathetic and engaging experiences.

Rise of product innovation: 2024 proved to be another big year of product innovation in the Pharma category. The focus remained on impactful solutions, from solving specific health problems to enhancing patient care. While traditional pharma companies have been at the forefront, tech companies are making a significant impact. The key criteria for innovation is whether the work benefits patients and enhances treatment outcomes.

Rise of global inclusivity: The breadth of work reflects a commitment to global inclusivity, spanning initiatives that ensure access to diagnostic testing, tackle racial disparities, facilitate travel for patients with rare diseases and bridge the gender gap. Inclusivity enriches creative thinking and collaboration, while the work itself can, in turn, promote inclusivity and enhance the quality of life for many.

How do you spot and evaluate award winning work?

Great work often breaks away from the ordinary. It surprises, challenge, or introduces something fresh. Whether it’s a groundbreaking concept, an innovative design or a novel approach, originality captures attention and leaves a lasting impression. At the heart of great work is impactful storytelling. Great work often weaves a compelling narrative that lingers in the mind. Great work is not just about being good; it’s about being relevant. It understands its audience, cultural context and the zeitgeist. It taps into what’s timely and resonates. Great work stands the test of time.

The common thread that impresses me the most is craft. When you see it— it’s undeniable. Good work may get the job done, but great work pays meticulous attention to detail. It can turn a simple idea into a profound impression. Elevating craft takes extra time, commitment, and money—but those details can move an audience when done right.

Was there any work that surprised you this year?

Yes, the “Child Wedding Cards” by U.N. Women. It’s astonishing and heartbreaking that child marriage continues to exist in today’s world. This campaign involved sending wedding invitations designed by children to lawmakers in Pakistan. The goal was to raise awareness and advocate for legal reforms to protect children from harmful practices. It was such a simple yet profoundly moving idea. The campaign highlighted the urgent need for change and the power of creative advocacy in addressing critical social issues.

What would be your Top 10 campaigns from 2024?

1. DRAMAMINE, “The Last Barf Bag”
2. CERAVE, “Michael CeraVe”
3. SIEMENS HEALTHINEERS, USA, “Magnetic Stories”
4. KPN, “A Piece of Me”
5. U.N. WOMEN, “Child Wedding Cards”
6. SPECSAVERS, “The Misheard Version”
7. PEDIGREE, “Adoptable”
8. BIOGEN, “Not a Lonely Journey”
9. GETINGE, “Heart Surgeon’s Cookbook”
10. FRANKFURTER ALLGEMEINE ZEITUNG, “The 100th Edition”

What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?

Go for it! Despite the creative challenges, healthcare marketing is incredibly rewarding. Some of the most meaningful and award-winning work being done today is in this field. The key is to remain passionate and persistent. Embrace the opportunity to make a real difference in people’s lives through creativity. Your unique perspective can bring fresh ideas to the table.

Is there anything you would like to see more from in the industry in 2025?

I would like to see a focus on creative strategies for brand-led work in the pharmaceutical sector, particularly for medications. We’ve witnessed a significant shift in recent years, with non-pharma tech companies taking center stage over Big Pharma companies. This trend has brought fresh perspectives and cutting-edge technologies into the healthcare space. However, there’s still a lot of untapped potential in leveraging how innovative medications are changing lives. Of course, this would involve navigating the complex regulatory landscape of what we can say and do.