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Cannes 2017 Cannes 2017

In partnership

Against the backdrop of blue skies and sparkling beaches, pharma and healthcare professionals convened to be inspired, challenged, and invigorated

Haymarket Media Inc

Cannes Lions Health International Festival of Creativity 2017

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RAISING THE CREATIVITY BAR

Contents3 Area 23 scoops top

agency award

4 Awards roundup Jury doesn’t award a pharma Grand Prix

5 Day one Use data, keep it personal, and avoid being ‘innovative’

6 Day one Smarten your marketing and keep your eye on AI

7 Day two Keep your survival skills sharp and try forcing the problem

8 Day two Leaving the geographic comfort zone

9 Day two

Compassion is the new leadership

11 Getting to Yes Challenges in moving forward on a pharma marketing campaign

12 Creativity Center Inside the MM&M Cannes cabana

13 Video roundups

For those in the healthcare and pharma industries, Cannes Lions Health provides the opportunity, as noted by Klick Health CEO and cofounder Leerom Segal, “to connect new dots in science, art, and technology, to inspire the healthcare industry and help take it to new and exciting heights.”

Now in its fourth year, life science comms professionals and artists convene at Lions Health to experience life-changing creativity. Reflecting the dynamic nature of the event, Inspiration Stage presenters ranged from Jeremy Perrott, McCann Health global chief creative officer and Shwen Gwee, Biogen’s head of digital strategy, global clinical operations, to acclaimed architect and cultural innovator Bjarke Ingels, and world-renowned photographer Platon. And on the Health in Focus stage, MM&M editor in chief Marc Iskowitz discussed who — or rather what — is changing creativity.

THE CREATIVE PLAYGROUND At the MM&M cabana, designated as the MM&M Creative Playground during Cannes Lions Health, and home to brand partner Klick Health for the duration, there was plenty to see, experience, and learn.

Alfred Whitehead, Klick Health SVP, data science, revealed the nuts and bolts of AI and what’s working in the real world. Keith Liu, SVP, products and innovation, Klick Health, followed up with a look on how to take advantage of machine learning. For those looking to relax or network, there were happy hours with DJs spinning tunes, an exclusive book signing with Ingels, as well as one with Platon. And outside the cabana, Chilean street artist Dasic Fernández, known for infusing color and life into cityscapes, brought an original piece of art to life throughout the weekend.

Whether you were one of the lucky industry pros to attend Cannes Lions Health or stayed behind to man the office, we invite you to relive the event’s spirit, learnings, and fun, covered extensively within the pages of this eBook.

Cannes Lions Health provided myriad opportunities to see, experience, and learn

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AREA 23 NAMED HEALTHCARE AGENCY OF THE YEAR AT CANNESWin was four years in the making for FCB Health network

Area 23 staff celebrating their Healthcare Agency of the Year honor

effort ever at Lions Health, according to those from McCann Health.

The FCB Health network’s awards tally include seven medals in the health and wellness category, three in pharma, and two Glass Lions. Area 23, an FCB Health company, won big with a campaign for the iT-Bra, a medical device women can place in their bras to detect breast cancer marked by abnormalities. The device is marketed by Cyrcadia Health, a Reno, Nevada-based company.

The company began worked with Area 23 in mid-2016, and in the early days of the client-agency relationship, they factored in a Cannes Lion as part of Cyrcadia’s marketing strategy as well its funding strategy.

“The whole purpose of Lions Health is life-changing creativity,” Levy said.

Four years ago, the leadership of the FCB Health network — including FCB Health chief creative officer Rich Levy, Area 23 managing director and executive creative director Tim Hawkey, and FCB worldwide CEO Carter Murray — sat on the roof of the Five Seas Hotel after finding out that the work they submitted had been shut out at the first year of Lions Health.

They put their heads together, worked out a five-year plan, and this year Christmas came early. Area 23, an FCB Health agency, was named Healthcare Agency of the Year on Saturday, June 17. It won two Glass Lions on Monday, June 19, and, by Wednesday morning in Cannes, the FCB Health network’s Lions tally had topped nine. As well as this, about 14 pieces of work had been shortlisted in the festival. “This is a proof point,” said Levy. “Celebrating healthcare work in the regular festival helps elevate everyone’s work.”

FCB Health and McCann Health, both owned by holding company Interpublic Group, created the most noise among healthcare advertising networks at this year’s Cannes Lions Health International Festival of Creativity.

McCann Health took home multiple gold Lions in the pharma category for Immunity Charm, a campaign aimed at improving childhood vaccination rates in Afghanistan, and ended up being the most-awarded

“ The whole purposeof Cannes Lions Health is life- changing creativity”

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AWARDS ROUNDUPMcCann Health wins Network of the Year, but Lions Health jury declined to award a pharma Grand Prix

McCann Health's Jeremy Perrott: ‘It caught us by surprise, but we had a lot of great work’

Ritesh Patel, a pharma juror and chief digital officer at WPP Health & Wellness, described the bracelet as the “ultimate wearable.”

But it’s public health work, not a pharma campaign, and that’s why the jury declined to award a pharma Grand Prix this year.

“We want to send a clear and strong message about what a pharma entry and what a pharma winner looks like,” Laffey said. “We only awarded the best work in the industry.”

The only U.S. work to win a gold Lion was a campaign developed by Polaris, a nonprofit that fights human trafficking, and Area 23, called the Anti-Trafficking Exam and Otoscope. Several drugmakers won Bronze Lions, including Boehringer Ingelheim, Merck, and Roche.

In the first year of Lions Health, the pharma jury declined to award a Grand Prix. AstraZeneca later won, in 2015, for its unbranded campaign for Take It From a Fish and last Philips took home the Grand Prix for its Breathless Choir campaign.

McCann Health was named Network of the Year at Cannes Lions Health, as the firm’s Hong Kong office took home gold in the pharma category for its work on a Pfizer campaign.

“This year it caught us by surprise,” said Jeremy Perrott, global chief creative officer at McCann Health. “We had a lot of great work. We had our complete network — more than 15 agencies — entering and that’s a demonstration of the organization working to capacity and more.”

The agency also came close to winning the Grand Prix award, but for the second time in its four-year history, the pharma jury did not award a Grand Prix.

According to the judges, the standout work in the category this year was a campaign for Afghanistan’s Ministry of Public Health, developed by McCann Health New Delhi called Immunity Charm.

The country has some of the highest infant and under-five mortality rates in the world, in part due to difficulty tracking childhood immunizations and a tradition of mistrust of immunizations. So, the ministry’s agency partners developed a bracelet with beads, each one a different color and indicating a different immunization, that is similar to a bracelet already worn by Afghan children. The campaign won four of the six gold Lions in the pharma category, as well as the United Nations Foundation Grand Prix for Good.

“It’s so scaleable,” said June Laffey, executive creative director at McCann Health in Australia and Southeast Asia, and this year’s Lions Health pharma jury president. “It empowers people. It helps doctors. It helps patients. It’s culturally significant. It’s an amazing piece of work.”

“ We wanted to senda clear and strong message about what a pharma winner looks like”

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DAY 1 Opening day at Cannes Lions Health

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Take risks

Challenge traditional business models

Mike Massimino, a former NASA astronaut (below) fought against all odds to be accepted into the space program. Overcoming chal-lenges from low test scores to poor eyesight, he eventually joined the crew of two missions to repair the Hubble Space Telescope.

“It wasn’t impossible,” he said, speaking from the Lions Health Inspiration Stage on Saturday. “It was unlikely. As long as I tried, my chances were non-zero.”

The second speaker, commercial film director Jonty Toosey, explained how the era of “alternative facts” trades on many of the same tactics used in advertising. “We need our stories to be shared. This is dictating how our stories are created,” he said, adding that the industry must root brand storytelling in truth. “We have to be the agitators of truth and drive these snake oil salesmen out of town.”

On the Inspiration Stage, Andrew Spurgeon, Langland’s executive creative director, noted that advertising today demands better, quicker, and cheaper ways of doing the same thing. In the past, executives accepted a brief and passed it along to the creative team, which had to figure it out. However, that’s not always the best method. “People with great ideas wouldn’t put them forth,” he said.

Perhaps that’s why he works so well with Shwen Gwee, head of digital strategy for global clinical operations at Biogen, who urged the crowd to “stop being innovative.”

Merck previously topped Fortune’s list of the most admired companies in the past, but now eight out of ten people believe pharma companies put profits ahead of people. So, where does that leave marketers today? “Stop trying to be innovative before you knock yourself out,” he said.

Lessons learned: Use data, keep it personal, and avoid being ‘innovative’

Biogen’s Gwee urged the crowd to scale back on innovating

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DAY 1 Opening day at Cannes Lions Health

Smarten your marketing

Keep it personal

Keep your eye on AI and big data

Emotions, to no one’s surprise, play a big role in health. But what is less understood is the patient’s emotional journey and how that affects the care they seek and receive.

Every person is exposed to an average of 5,000 branded messages per day, said Jessica Bobet, global business lead at GlaxoSmithKline Consumer Healthcare. Speaking to the crowd, she said: “With that level of content exposure every day, how then can marketers break through the noise and inspire behavior change?”

To further complicate matters, most people think they are healthier than they are, according to a study conducted by Penn Schoen Berland on behalf of Wunderman Health. About 56% of the 750 people with chronic conditions they surveyed think they are very healthy, despite evidence that proves otherwise.

“To affect real change, marketers must shift from campaigns with rational messages that educate, to campaigns that use data to evoke emotions that motivate,” Wunderman Health CEO Becky Chidester said in a release announcing the study. Meanwhile, data is helping healthcare marketers inform the patient-engagement strategy.

To get Jennifer Aniston on board for Shire’s eyelove campaign, an unbranded initiative aimed at raising awareness about dry eye, Vic Noble, Shire’s (left) VP, marketing for ophthalmics, took a surprising approach.

When requests to her staff didn’t yield results, Noble, speaking during a Saturday panel session called Getting to Yes in the MM&M cabana, wrote the actress a personal letter, asking her to participate in the campaign and tell her own story about religiously adhering to her eye drops. You know the rest of the story.

Artificial intelligence remains a key area of focus for both clinicians and marketers. The North Shore hospital system in Chicago is using AI to better evaluate which patients need to undergo testing for staph infections as part of the hospital system’s bid to reduce antibiotic use, said Alfred Whitehead, SVP of data science at Klick Health, during a talk held Saturday in the MM&M cabana (inset).

Doing so helped reduce the need for 50,000 tests per year.

To no surprise, the market is responding. There are at least 106 AI startups in the healthcare industry, providing services ranging from virtual nurses to drug discovery, said Keith Liu, SVP, products and innovation at Klick Health, who also spoke in the MM&M cabana on Saturday.

While AI may have the ability to dramatically change the delivery of care, it will also likely change how marketers sell their products. Rather than market to a healthcare pro or a patient, a marketer may one day market to AI. “It will change the relationship people have with their doctors,” he said. “It will impact how we communicate to patients and HCPs.”

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DAY 2 Leaving the geographic comfort zone

Keep your survival skills sharp Try forcing the problem

Daniel Harris, principal director, Fjord, recounted the story of how the Accenture-owned agency, along with Ensemble Pour La Difference, used design thinking to transform the healthcare system of the Democratic Republic of Congo (DRC), among the poorest nations on the planet.

Harris’ three main takeaways:1. Create clarity of purpose: “In the DRC, they must

innovate to survive.” Developed organizations don’t always sense that urgency. Unless, that is, you “make the jeopardy crystal clear.” For instance, “In 2027,” he said, “we know only 20% of companies in the S&P 500 will still exist. That jeopardy is pretty clear.”

2. Overcome resistance to change. “Enable your teams to

be bold and have constant curiosity and the appetite to make things happen and learn. It doesn’t matter if they succeed or fail. Learning is the goal. Hire for that constant curiosity.”

3. Change is top-down and bottom-up. When the king of Idjwi, an isolated island that’s part of DRC, asked Fjord to set up an internet connection, it was the islanders themselves who took ownership. “Change needs to come from the top,” he said, “but it’s also about the staff creating an environment that’s ‘pathologically collaborative.’ That’s key to getting it right.”

A power plant, currently under construction in Copenhagen, will feature a public park, complete with climbing wall and seasonal ski slope, as designed by architect Bjarke Ingels. Another work in progress is The Dryline project in New York City, combining flood protection with green space in lower Manhattan. “It’s architectural alchemy,” Ingels said, “combining traditional features in untraditional mixtures.”

On Sunday, the Inspiration Stage included the Creativity in the Autonomous Age session, featuring Ingels and hosted by Klick Health. Ingels walked the audience through a range of past and current projects, where his holistic design approach creates ingenious solutions that typically exceed the brief.

“Sometimes the way to transcend the standard solution is not to make the problem easier, but to make it more difficult,” he said to Leerom Segal, CEO of Klick Health. “By increasing the demands — including sometimes contradictory demands — the architecture is forced into more exciting places.”

Valuable insights from outside the marketing sphere to transform your modus operandi

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DAY 2 Leaving the geographic comfort zone

AI can reveal the truth, too

Make it a $10 solution, not a $1,000 solution

Several talks over the two days of Lions Health discussed how big data and AI are helping inform marketers’ patient-engagement strategy. One example that stood out could be seen at Omnicom Health Group’s Data’s Delicious exhibit.

Those who stopped by the booth, part of the festival’s MedTech Expo, were invited to share their Twitter handles. Watson — IBM’s artificial intelligence engine — then analyzed the Twitter feeds, segmenting them into five major personality types.

According to its analysis of more than 200 feeds, 34% of the Lions Health visitors were “open” and 22% were “extravert.” While not entirely surprising, given the nature of Lions Health, it is a revealing example of the power of AI to quickly and dispassionately analyze a large amount of data to uncover deeper truths.

As for the rest of the cohort, Watson labeled 21% “conscientious,” 13% “neurotic,” and 11% “agreeable.”

Those wise words came from Ali Parsa, CEO and founder of Babylon Health, a telemedicine-like mobile app that uses AI to dispense health advice.

“Affordability is by far the most important thing,” he said on Sunday on the Health in Focus stage. “Make it a $10 solution before it’s a $1,000 solution.”

Parsa joined John McCarthy, VP, global digital for AstraZeneca — the two companies are partnering on a pilot program for COPD patients in the United Kingdom — and Marc Iskowitz, editor in chief of MM&M for the discussion.

A good partnership between a drugmaker and a startup is reliant on a few things, one of which is finding the right type of person within the traditional culture in pharma to understand and advocate for startups. “For entrepreneurs to be able to work with corporations, find an ‘intrerpreneur,’” Parsa said. “Once you find them, you should grab them.”

He also compared the difference between purchasing a car and a buying a prescription drug. Now when someone buys a car, it’s the beginning of a relationship that involves leasing, service, and management. Drugmakers take should take note.

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DAY 2 Leaving the geographic comfort zone

Competition is coming

Compassion is the new leadership

Two sessions at the MM&M cabana focused on unlocking innovation and big ideas, and making them work for both talent and clients.

Klick launched its innovation lab in 2012 “to inoculate us against the future,” said Yan Fossat, VP, Klick Labs at Klick Health, in the session Creative Innovation: How to Come Out With Cool Sh*t.

What his team realized quickly, he explained, was that in order to truly drive innovation, they had to build their own solutions rather than just buy them. Fossat said clients often come to them with a solution in mind, a technology they want to deploy.

Unlocking the real potential comes from pushing clients to identify the “root problem,” he said. “Quite often the problem you perceive is not the problem you need to solve.”

The second session, Making Big Ideas Work, was hosted by Keith Liu, SVP, products and innovation at Klick Health. He said agencies are “part of a talent economy” and that talent “want to express creativity, build networks, work with the best, and be part of something bigger.”

Liu took the audience through a range of options for fostering big ideas, including cre-ating in-house “labs,” signature partnerships, and project-based partnerships. Disruption, Liu warned, won’t come from typical competitors. “Startups these days costs nothing,” he said. “There are a lot more potential competitors today than there were 10 years ago.”

Platon is not just a photographer. “With only his camera, he seeks out, finds, and reveals the truth of our world to us,” said Klick Health’s chief creative officer Elliot Langerman, introducing the award-winning portraitist to an audience at Lions Health on Sunday. The talk was sponsored by Kinetiq, a unit of Klick Health.

That mission has a parallel for healthcare marketers striving to connect with the person beyond the disease.

Platon began his career taking headshots of world icons, and the truths he revealed about them sometimes lent them a populist bent. Vladimir Putin — the “cold face of authority and power” in Russia — is actually in love with The Beatles, Platon reported, and his favorite song is “Yesterday,” although Platon said he jested with Putin that it might be “Back in the USSR.”

Other times, would-be world leaders revealed political insights. In a photo shoot with then presidential candidate Donald Trump during the 2016 election, Platon asked how he dealt with the constant storm of chaos that surrounds him. “‘I am the storm,’” Trump fired back.

Those more likely to shy away from the spotlight, though, have become Platon’s newest subjects. He’s done photo essays honoring men and women who served their country in the U.S. military in the Iraq and Afghanistan wars and has focused on women who are victims of sexual violence, describing them in ways that rise above their circumstances, not unlike a marketer who seeks to reach the human behind the superficial disease.

“These are my new heroes,” he said, because they have known adversity and translated it into compassion and sympathy for others. “That’s what a good leader does.”

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Platon signed copies of his book inside the cabana

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GETTING TO ‘YES’Challenges in moving forward on a pharma marketing campaign

Convincing drugmakers to move forward with a marketing campaign or program re-quires persistence and the ability to executive on a shared vision, pharma marketing executives said during a panel discussion at Lions Health.

The talk, entitled Getting to Yes, was held Saturday in the MM&M cabana on the first day of the Lions Health festival.

“The execution muscle gets underrated,” said Vic Noble, VP, head of marketing for ophthalmics for Shire. “It’s a real talent and you need to hire for execution. You need to have skin in the game for execution. It’s not easy to build a brand, monitor it, grow it, and keep it fresh and lively.”

Noble led the drugmaker’s eyelove campaign, which was designed to raise awareness about dry eye disease in advance of the launch of Xiidra, Shire’s dry eye drug.

The product launch marked Shire’s foray in the consumer-focused eyecare marketplace and featured actress Jennifer Aniston as the key spokesperson.

Still, agencies and their clients can struggle to execute on great ideas.

“Execution is such a key part of the soup,” said Lance Paull, executive creative director for Klick Health. “You can take a great idea and execute it poorly. At the same time, if you have an OK idea, you can execute it flawlessly and beautifully, and it may be amazing.”

Another challenge is the potential for differences of opinion in the vision behind a campaign.

As the execution rolls out, and opinions differ, that may lead to a change in the

initial vision for the brand or the program. How marketers respond is critical.

“A lot of people don’t have the vision to see where your endpoint is,” said Shwen Gwee, Biogen’s head of digital strategy for global clinical operations. “When you finally get to an endpoint and they see it in full, they want to change it, and your vision changes.”

John McCarthy VP, global digital, AstraZeneca

Panel

Shwen Gwee Head of digital strategy, global clinical operations, Biogen

Vic Noble VP, head of marketing for ophthalmics, Shire

Lance Paull Executive creative director, Klick Health

“ Execution is sucha key part of the soup. You can take a great idea and execute it poorly”

Panelists joined MM&M executive editor Jaimy Lee (l) to discuss the power of execution

Paull warned against bad execution of a great idea

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THE CENTER OF CREATIVITY A look inside the Creativity Playground at Cannes Lions Health

DJs provided tunes for guests

Happy hour at Lions Health

Klick Labs created a device to simulate

tremors from a Parkinson’s patient

Chilean street artist Dasic Fernández designed a piece of art that adorned the exterior of the cabana

Architect Bjarke Ingels had a book signing in the cabana

Guests were able to relax and network inside

World-renowned photographer Platon autographed books for attendees

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Meredith Guerriero, FacebookJessica Bobet, GSK Consumer Healthcare

Rachel McCready, Klick Health Glenn Zujew, Klick Health

Live, from Cannes Lions Health International Festival of Creativity!

Jessica Bobet, global business lead at GlaxoSmithKline Consumer Healthcare, talks about what work she specifically finds inspiring.

Rachel McCready, creative strategist, Klick Health, outlines why simple campaigns are so successful.

Meredith Guerriero, director of health, grocery, drugs, and politics, Facebook, discusses the move toward mobile and how that benefits patients.

Glenn Zujew, EVP, creative and medical, Klick Health, explains the changing role of visuals in healthcare storytelling.

Leading healthcare communications pros discuss inspiring work, storytelling, and the benefits of moving to mobile

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