Real Chemistry's Keith LaFerriere on Gamifying Health Content to Reach the Right People 

Deep dives create movement and drive change

Muse caught up with Keith LaFerriere, executive creative director at Real Chemistry, to discuss the use of AI in healthcare, gamifying health content and more.

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?

Keith LaFerriere: For us, adaptation and innovation happen naturally when you’re laser-focused on what patients really need. We dive deep into behaviors, trends and even how people consume content to ensure we’re hitting the right notes. And our take on AI isn’t about using flashy tools, but more about uncovering what’s missing from the conversation and making sure we bring that to the forefront for the audience. Behavioral analytics and experience play big roles in doing this.

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

We’ve got a few key things that set us apart:

• Patient and Caregiver-Centered Messaging: It’s all about action. If you want people to move, you have to give them a reason and a way to do it. We don’t just repeat the same old messages; we make sure we’re addressing what happens when people don’t get the right information, helping them understand the deeper issues, not just the surface symptoms.
• Evidence-Driven Creativity: We all use data, sure, but we take it a step further. We build everything on trust and authenticity, not shock value, making sure what we do is backed by solid results.
• Strategic Multichannel Delivery: While everyone’s playing the multi-platform game, we dive deeper into each platform’s quirks to really figure out how to stand out and be more effective in reaching the right people.
  

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

Since one of our main goals is to inspire action, we tend to focus on tech that gets people involved. We’ve created everything from gamified health content to rapid-fire social launches, and even fully interactive experiences at conferences. It’s all about creating movement—getting people engaged in a way that drives change.