#022 ᐧ 05 May 2024

Hello hello,

And happy bank holiday Sunday to those of you in the UK.

I’m so excited to be showing up in your inbox this weekend. A little forward planning has meant much of the research and content writing for this issue has already happened. Perhaps a sign that I’ve regained a little more balance in my life over the past few weeks. It’s welcome. And more importantly I got to enjoy Saturday’s sunshine to it’s fullest. Very welcome. And yes, the return of warmer days and bright mornings means I am finally climbing out of my seasonal depression. Extremely welcome.

This week it was my one year anniversary with the team at VCCP Health. So there’s been lots of time for reflection on my growth and my future development. With that, there has been a lot of touching base with new and old mentors, current and past colleagues… and most importantly myself. Some conversations have been harder than others. Let’s just say, the embers have been stirred. And one thing my manager and I couldn’t agree more on is that such reflections shouldn’t wait for a year. Thanks to everyone who’s had a lovely chat with me recently. You know who you are, but you might not know how much of a difference your ears and time make.

As an agency team, we’ve also been doing more reflecting and connecting. We rounded this off with a super fun all-agency meeting last Thursday and left with a ton of exciting ideas for how we can drive both our work and culture forward. Watch this space!

In other news, I saw an ENT (ear, nose and throat) specialist this week after my ongoing issues with vertigo since November. It turns out I was misdiagnosed by the GP back in November. And it’s more likely that I had labyrinthitis (la·buh·ruhn·thai·tuhs), which has now developed into BPPV (benign paroxysmal positional vertigo). I have a classic presentation, but I am being sent for an MRI scan as a precaution to check for structural damage in ther inner ear. In the meantime I have exercises to do if/when the vertigo returns. I’m just pleased to have some clarity and a path forward.

So, in the spirit of ideas, inspiration and moving forward shall we dive into this week's features?

>> Earth Day <<

Reflections and actions

With Earth Day just behind us, I thought I’d kick off this issue with a bit of a dive into the state of sustainability in healthcare. First, let’s look at the bigger picture. 

It’s widely reported that governments and businesses are pulling back on ESG (environmental, social and governance) comms. Last year saw the UK government U-turn on net zero, and large corporations like Unilever announcing that not all brands need a corporate purpose. There’s also a growing trend in “greenhushing” as companies ease sustainability communications in fear of greenwashing accusations. 

And like other industries, pharma and healthcare are also toning down their ESG mentions and pulling back on communications. In a recent report from AlphaSense (via Endpoints), mentions of ESG, sustainability, or diversity, equity and inclusion (DE&I) dropped 15% in the first quarter of 2024, compared to the same period in 2023. According to the article, experts suggest that this is:

If healthcare brands are pulling back, this has got me thinking about how they can deliver the most impact when they do include sustainability in their communications. I’m sure there’s a lesson here in less is more. So, I’ve done some research, and here are 3 key actions your brand can consider to maximise the impact of your sustainability comms, even when you are cutting back.

1. Simplify your language

   In a TED talk from communications strategist John Marshall, he stresses the importance of using plain, obvious and universal language when you talk about sustainability. What pops into your mind when I say climate change - probably not much. Because it isn’t vivid. He suggests moving beyond archaic policy language, towards language people intuitively get (not “climate change” but “extreme weather”, not “global warming” but “pollution blanket overheating the planet”) to effectively communicate your actions and commitments.

2. Use the right messenger

   System 1 Group has extensively researched effectiveness in “green” advertising from brands and have shared six key lessons in their Greenprint Reports from the UK and US. One universal truth across both sides of the Atlantic is that different messages will need different messengers. Such as children challenging adults’ behaviour. In healthcare, perhaps this is patients advocating for sustainable solutions for their treatment - or the flipside not blanket switching their treatment for solutions that appear more environmentally-friendly on the surface (I’m looking at you respiratory care!!).

3. Smaller, local and community-based efforts for global impact

   WARC’s 2024 Marketer’s ToolKit has identified brands are increasingly moving towards smaller local initiatives in favour of a global one-size-fits-all approach. In healthcare, we have countless huge international brands, in a position to make an impact on the global green agenda. And yet cultural nuance and incomprehensible scale mean these types of communications fall flat. Let’s face it, environmental sustainability is a multifaceted issue. Taking it down to the local level enables your brand to contextualise the problem for your customers, delivering a more tangible benefit. In short, real results for real people.

Thinking of getting a Kim K-inspired vampire facial (that’s a platelet-rich plasma or PRP facial, made infamous by a Kim Kardashian post treatment selfie)? Think again! Read about how these pseudo-treatments infected three women with HIV.

>> Viral Vigilance <<

Ogilvy Health launches new influencer offering

It’s not new news that medical misinformation is rife across social media. I’ve written about it here before and over at FemTech World. From vaccinations, women+ health, chronic illness and more, no corner of healthcare is safe. And yet, TikTok and Instagram have become the new “Dr. Google”. People are turning to social media for answers on diagnosis, treatment and management of their conditions. Turning to people who seemingly have credibility because of their influencer status, and yet simply have no authority on the subject matter. 

I said last year that it isn’t enough for healthcare brands to counter misinformation. Healthcare brands need to show up in these spaces - meeting people where they are looking for health information and advice - in relatable ways, that creates a willingness to come back to the healthcare system.

And this is why I was super excited to see (and share) the launch of Ogilvy’s global health influencer division. In the announcement, Ogilvy stated that the new offering is:

And the launch was accompanied by some eye-opening stats, from Ogilvy’s own research:

• 70% of people surveyed follow/seek out health-related social media accounts or learn about health or medical issues from social media accounts

• 93% who engage with health-related social media accounts report taking some action as a result of seeing health or medical-related social media content

• 47% of those engaged, reported that health-related social media accounts have made it easier to learn about health conditions

There’s no denying that social influence is a critical channel for reaching people, both in making health more accessible, and ensuring patients get beneficial instead of harmful advice.

Has your healthcare agency or brand started to explore the big wide world of influencer marketing? And how is it going? I’d love to hear about your experience. Also, if you don’t know where to start, my pal, Simone Stevens, is a specialist in this area and has some rare availability, so do get in touch.

“There is a huge chasm between what we think we know as healthcare marketers and what we actually know about the experiences of people living with illness.” I’ve always been a fan of her writing, and in this latest piece for The Drum, my old colleague Frankie Everson has an added layer of poignancy to her words after her firsthand experience of being a “patient”.

>> Dutchie Thailand <<

Slow storytelling unveils gripping tales

I was talking to an old colleague a few days ago about how I love the art of storytelling in some Asian countries. It just hits different. In this newsletter, I’ve talked about the pace and powerful intricacies of K Dramas and the inclusion of Ma in Japan’s Studio Ghibli films. I am a fan. And I’d love to see brands (healthcare or not) embrace the idea of telling slower stories… without compromising on brand and entertainment value.

So, I was delighted when this new TVC from Dutchie Yogurt and Ogilvy appeared in my LinkedIn feed (thanks for making it reach me JA). You only need to look at the comments to see how well this has been received by Western marketers - “epic”, “classic”, “love it”.

It seems Dutchie has a back catalogue of ads that fill the brief. And thus, has become my new go-to for inspiration and reference points when it comes to building slower brand stories, without compromise.

The Thai version is below (and you’ll find English subs on the LinkedIn post).

I appreciate that I come at this with a huge bias from my personal tastes and perspective, so I’d love to know what everyone else thinks. Drop me a line! Let’s talk slow storytelling.

I’m trying to reduce my caffeine intake after some serious migraines the past few months… still, I loved this playlist and write-up from the NYT’s Amplifier on pop music’s caffeine addiction.

>> AI vs. Real Beauty <<

Dove’s renewed commitment to real women

Dove marketing fan-girl reporting once more. To celebrate 20 years of the brand’s Real Beauty campaign platform, Dove is making a renewed commitment to never use digital distortion or AI to represent real women in its advertising.

Dove’s Real State of Beauty Report highlights that one of the biggest threats to the representation of real beauty is artificial intelligence, which perpetuates unrealistic beauty standards.

As ever, Dove lives by actions over words. Accompanying the renewed commitment is a the Real Beauty AI Prompt Playbook, a free tool for creators, brands and (basically) anyone using AI to generate visual content. 

20 years on and another greatest hit for this campaign. This is proof that a good platform (and purpose) should be future-proof. As the challenge shifts for women and real representation, so does the brand. Real Beauty has always been a big idea. But a big idea that can be broken down into component parts. Tangible ways in, contextually relevant hooks that create meaning. And together? This all ladders up to a real-world impact.

And perhaps, thinking back to my earlier item on sustainability, there’s a lesson there too!

“Discovering and latching on to pieces of art that touch you in profound, formative ways is a beautiful part of growing up in a world that’s so thoroughly saturated with mass media.” I Saw The TV Glow is going on my watch list… although I’ll probably wait until it’s streaming.

That reminds me, what are you watching right now? I need some new recommendations. We’ve just finished (and loved) Fallout (Prime), and the hubby is reluctant to watch Baby Reindeer (Netflix). Maybe it’s finally time to get to season 2 of The Bear (Disney+/Hulu). 

Well, I think it’s time to wrap this one up. I’ve really enjoyed writing this it, so please hit reply and let me know your thoughts. 

• Was the deep dive into sustainability with some tangible actions useful? 

• Should I do more research-based pieces like this? 

• Would you rather have a single deep dive as a stand-alone?

• Or, intertwined with the usual health, creative and culture news? 

… let me know.

As always, if you’ve found something interesting and insightful in today's edition please forward and share on. I’ve had a bunch of new subscribers this week - hi VCCP gang - but it’s your sharing that brings new people into POPhealth. And I am forever grateful!

I’m off to enjoy the rest of the UK Bank Holiday with the family. Although it’s a bit of a movies and games kind of day, sadly the warmth and sunshine of Saturday has quickly turned to breeze and showers. Standard bank holiday weather then.

Send your dry thoughts this way.

Until next time,

EML ✌️