Baltimore, MD — Right now ad lovers can’t get enough of Under Armour’s Michael Phelps tribute, but we’re looking at a couple of other spots that seem to have learn-worthy gems for healthcare in them – one of them part of the very same campaign.
Let’s start with our pick from Under Armour’s Rule Yourself: The U.S. Gymnastics team. It’s an anthem-like celebration of the amazing work its customers do while most of us are still sleeping.
Next, Prius: The Longest Chase. This brand is owning the biggest screens (movie theaters) and small screens with its entirely unexpected car chase and its addictive little touches of zeitgeisty cultural relevance (who takes an Uber from a bank robbery, anyway?)
Buick: 24 Hours of Happiness. You’ve seen this one, for sure. It’s a complete rethink of the test drive, without the prodding sales person, the fraction of a fraction of tank of gas, or the quick loop around the freeway. There are a thousand “why nots” that stand in the way of this experience and, yet, Buick made it happen.
Last one: Angie’s List’s Home Is Where Our Heart Is. Imagine being a paid-subscription review site in an era when consumer reviews are free almost everywhere. Ouch. Angie’s List’s latest campaign tries to translate its history into a modern day guarantee.
Why they matter:
Together these spots point to a range of new thinking that pharma brands can leverage to deliver right-now relevance across media. Here are a few of our top takeaways:
Gymnasts are great, but if any industry has customers to celebrate, it’s this one. Where are our heroic stories?
When ads go from content that interrupts to content people want to spend time with, they have to be flexible in length and content design. All the vignettes in the Prius spot are great examples of earning time with mini stories.
The buying experience is the product. Make it great and advertise it.
Commitment beats commodity. And, heritage can launch an entirely new story.
About the Author:
As Managing Director of Innovation and Insights for Syneos Health Communications, Leigh is responsible for building and scaling a global team of healthcare experts who together help life science leaders better understand the complex lives, influences and expectations of their customers. Specifically, they uncover actionable insights that fuel empathy and creativity; lead co-creation events that let marketers learn from peers, trends, and new possibilities; and help clients identify the most valuable and useful new customer experiences to create.
Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for nearly 20 years.She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she held several leadership roles at our largest agency, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business.
Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes.
A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. This year, she led over 250 experts to experts to focus on the most important changes in the commercial, consumer, marketing, digital and healthcare landscapes. (See reports at trends.health)
Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice and Top 10 Innovation Catalysts of 2017 by MM&M, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.
