Clio Health Second Deadline 25
Havas Health
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How Creatives at Havas Agencies Tackle Healthcare Messaging, Emerging Tech and More

Staying relevant in an ever-changing landscape

Divya Dileep, Laura Mizrahi and Manuel Frank

Muse caught up with creatives from three Havas and Havas-owned agencies to discuss how they deliver relevant messaging in an ever-changing healthcare realm and their approaches to creative healthcare campaigns 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?

Divya Dileep, EVP, ECD of Jacques Madison (part of the Havas Health Network): One of the most exciting shifts in health is how it’s become such a core part of our culture. To make a meaningful impact, we must immerse ourselves in that culture—understanding where our customers are, how they consume information and what resonates most with them. In a world that’s constantly evolving, with new innovations emerging daily, people are craving something real and authentic. My responsibility is to discover the most effective ways to engage and connect with those we aim to inspire and influence.

Laura Mizrahi, CCO of Havas Life Chelsea: The first step for us was to retire the Adlob. Our job is no longer to just deliver and push out messages; our audiences expect and demand meaningful experiences. When you approach creative in this way, it looks, sounds and feels a lot different than a headline and a visual. Innovative thinking is key to creating those experiences, which can be anything from new take on an in-office experience to a tech solution.

Manuel Frank, CCO of Havas Life New York, Chicago and San Francisco: I believe that the health sector will hold the biggest and most meaningful innovations for us all. To stay ahead, we—just like our clients—follow the science and marry it with the lived experiences of HCPs and patients. I’ve just started my new chapter at Havas Life and already see that we have an unfair advantage we bring to our clients: Radical collaboration. We call it “Converged,” which in a nutshell embodies: creative + content + influence + education + access = changing the culture of medicine.

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

Dileep: We need to think beyond a simple campaign to how a brand shows up and connects with the audience at various moments, and how all those moments add up to something much more meaningful. Customers are looking for a long-term relationship with brands—we aren’t speed dating anymore!

Mizrahi: We have shifted away from thinking in terms of campaigns; rather, we think about creating platforms for our brands. A platform is bigger than any message or execution, it declares what the brand stands for in the market, in the hearts and minds of our audiences and even in the world. And then, at the center of each platform is the engaging and ownable content that fuels it.

Frank: We’re eager to translate our clients’ business needs into underlying human needs. We call our approach “Meaningful Brands.” While a good positioning will establish a unique space that a product will take up in its category, a Meaningful Brand establishes the unique space a healthcare brand will take up in the hearts, minds and lives of your audiences.

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

Dileep: We need to be intentional about what we choose to embrace. We’re constantly exploring how AI can help us create work that’s smarter, sharper and more efficient. But the key is to use AI with purpose—not just for the sake of it, but because it genuinely adds value and helps us deliver a stronger final product.

Mizrahi: We are incorporating AI more often and in more ways than ever. Never to replace original thought and human creativity, of course. But as AI continues to evolve, we find it to be an increasingly powerful tool. This is true at both the creative development level with generative AI, but also to help validate our approaches and to identify opportunities for optimizing interactions with our audiences.

Frank: Havas has invested millions into emerging tech like generative AI over the past couple of years and keeps doing so. Pharma presents unique challenges in using the tools that are available to everyone today, spanning from navigating regulatory compliance over medical accuracy to legal risks and much more. Our philosophy is therefore not implementing AI-generated content but using AI to help generate content. To get the best of both worlds, speed and agility with best-in-class creativity and brand protection, we are creating bespoke enterprise tools for our clients that streamline the content creation process at scale ensuring quality, consistency, accuracy, approvability, engagement and compliance. 

Clio Health Second Deadline 25