#003 · 16th June 2023

What’s up, everyone?! Welcome back to CULTURx your new go-to source for creative and cultural inspiration in healthcare. I have to admit to you all that I’m super excited to share this week’s newsletter. We’ve reached issue #003 and it already feels like it’s starting to write itself. That’s a testament to how much cool stuff there is out there in healthcare. And why I decided to do this in the first place.

As many of you know, I usually kick off the newsletter with a haiku. But as I am still experimenting with format and tone, I’ve decided to give it a miss this week (especially since my energy levels for this week’s content are so high). But if you miss the haiku and want to see it as a permanent fixture in the newsletter, be sure to let me know in the comments!

OK, let’s jump into it!

And remember, your links are in pink!

The Most Beautiful Sound from the American Society of Clinical Oncology is a scientific breakthrough that captures, for the first time, the sound of cancer cells being killed.

Receiving a cancer diagnosis can lead to immense stress which can weaken the body’s immune response and ability to fight back. Many of us have witnessed the emotional toll experienced by friends and family undergoing chemotherapy and radiotherapy treatments. And when the side effects kick in, there’s a disconnect to all the good that is happening. This can be just as damaging as the cancer itself.

At the heart of this project is the sound of hope; tapping into the senses through an audible representation that serves as a tangible, positive affirmation. It gives people with cancer a way to grasp and embrace what is happening within them.

It’s also a powerful reminder that not all solutions need to be a traditional advertising campaign. As an industry, we need to look beyond the obvious and find different-shaped ideas to solve problems more effectively.

This is an old one. But the internet is a mysterious place, and somehow this video was doing the rounds in my feed this week. This pair of lively doctors – Twin Doctors J – are looking to set the record straight on a few things… and I just had to chuckle at this compilation of their viral reaction videos from TikTok.

But why am I sharing this? The doctors use their platform for a bit of fun.. and a lot of good. Delivering health education with some warmth and personality can go a long way, especially with younger adults. And let’s think about the milestone of transitioning from adolescent to young adult for a second… whether they have an existing health condition or not, they suddenly go from being a dependent to independent. Responsible for their health and wellbeing.

And when every single consumer report on Gen Z (slightly cringing at using this term in my newsletter) is telling you that trust in others is at an all-time low, where do they turn for health information? A recent insights report from VICE Media suggests that:

Gen Z ultimately trust their own instincts first, turning to TikTok and YouTube for tutorials, tips and tricks as they demystify the worlds of finance, education, food and health.

If ultimate validation comes from self, healthcare brands must think about how they can adapt their approach to education in a way that speaks to the self-reliance of younger adults and ultimately help them feel in control. Perhaps it starts with like-minded creators like Twin Doctors J.

Oh I hate my monthly migraines. But I love the meds that get me through them. So does Lady Gaga, apparently. And now she’s in it with me. Because she’s the new face of Pfizer’s Nurtec OTD. But it’s more than an ad. Lady Gaga’s story is shared online, amongst many others in the Nurtec community. It’s a nice touch that makes this about a shared experience, and not just hers.

Other than my absolute lust for seeing Gaga, what else is there to say? Nurtec is no stranger to celeb partnerships… there was a Kardashian not too long ago. And these really are becoming quite the mainstay in US Pharma. Perhaps I should just have a regular celeb spot feature. What do you think? Let me know in the comments.

Filming a patient case study is nothing new. But turning those case studies into a real launch moment to rally around an awareness week is next level. And that’s what Novartis has done for hidradenitis suppurative (HS), a chronic inflammatory skin condition with affects around 1 in every 100 people.

Novartis pushed the tried and tested case study model to make it even more compelling. Partnering with a talented filmmaker and advocate for HS, Jasmine Ivanna Epsy, with a level of direction that’s more on par with a Netflix documentary than a typical talking head video.

And the real icing on the cake, is the comms planning… taking the idea to the silver screen. The docuseries: The Beacons: Illuminating HS Stories premiered at the 2023 Tribeca Film Festival, an event that coincides with HS awareness week; giving these patients and their stories a moment in the spotlight.

#5 If you can meme it, you get it

This story was doing the rounds amongst the planners at VCCP (thanks for the share Camila) and I just had to share it on.

The article is about Antimatter, an edu-tech company that works with a simple premise: If a student really understands a topic, then they’ll be able to make a meme about it.  The founder and CEO, Jonathan Libov said:

“In a sense, shitposting is the highest form of consciousness.”

And the company is setting out to prove its hypothesis. Tens of thousands of students are already using their platform. Creating memes from prompts around complex topics such as calculus. But the key finding, is that the real learning comes from sharing and discussing their creations – this collaborative and creative approach deepens understanding and reinforces what has been learnt.

I’m personally so fascinated by the ever-evolving role of memes in modern communication. And it’s got me thinking about how healthcare can learn and apply this… if a patient really understands their condition, can they create a meme about it? What about a doctor understanding a novel mode of action? Or a nurse understanding how their patient feels…

And that really is your lot for this week. Phew! That was a lot.

Next time, it has to be a Cannes Lions special, right?! I’ll share my faves across health, wellness and pharma. Let’s hope it doesn’t disappoint. But judging from the shortlists I’ve already seen, we are in for a treat!

Until next time. ✌️