#030 ᐧ 22 September 2024

Hello hello hello,

How have you been POPhealth readers?

I’m getting this issue off the ground during my Wednesday commute to London. The train is pretty busy this morning, I feel lucky to have a seat. And a window seat at that, so I can watch the world whizz by.

Since writing last, I have evolved into a parent with all her children in school. Weird. I still don’t think I’m old enough to be a parent sometimes, let alone have two in school. It is a very confusing milestone in parenthood. On the one hand, it’s kinda exciting, as I now get a little bit more time to myself (Fridays- my official non-working day). But also sad, Fridays are now formally known as “mummy day” and when my littlest keeps asking when the next “mummy day” is, ooosh it hurts—those moments where it’s just me and him. No dad. No big bro. Are now few and far between.

Did any of you reach any life milestones this summer - how are you feeling?

OK, so from actual babies, to “passion-project babies”... 

This month, my favourite podcast, The Skeptics Guide to the Universe (SGU), celebrated its 1,000th episode! For almost two decades this podcast has been a cornerstone for sceptics and science lovers, showing up every single week to bring science news items and critical thinking with plenty of banter. Steven (the host) and “the rogues” reflected beautifully on their journey. Their words struck a chord with me, not only as a fan but as someone who has recently embarked on a content creation journey.

When the SGU started, the team could not have imagined reaching this point. I guess back then, podcasts were so niche. Nothing like today. But this show has evolved with time, along with other emerging media and comms channels, to build a huge community that extends beyond the podcast. This left the team posing and trying to answer an important question:

With this came the recognition of their privilege, that they are basically just ‘four old white guys” (excluding Cara), with very similar backgrounds and experiences. And that at its heart, the SGU was always about giving a platform to as many voices as possible. As a team, they recognise the need to nurture the next generation of sceptical and science communicators. They also understand that for their platform to remain relevant and impactful, it must continue to evolve, not just by embracing new mediums… but also in the diversity of voices and experiences of the people behind the mic. 

For those of us who create content - whether that’s a newsletter, podcast, YouTube channel, or whatever - there are some valuable lessons here. It’s not just about what we say today, but are we thinking about the future? Are we building something that can grow beyond us? Are we creating spaces where voices other than our own and different to our own can thrive?

And for those of us working in healthcare, I think these lessons are equally relevant. We must continually evolve and adapt to the changing comms environment to better engage with patients and healthcare professionals. And we need to continue to challenge ourselves with the voices we choose to elevate - KOLs and patients alike - the power of diversity cannot be overstated.

If this resonates with you, I highly recommend giving a spare 15 minutes to listen to the thought-provoking introduction of the SGUs 1,000th episode. Take a listen here, or wherever you get your podcasts.

And for those aspiring to be a science communicator, the SGU is currently seeking new, younger and more diverse voices. This is your chance to contribute to their ongoing legacy. Send your sample clips to: [email protected]

OK, that was inspiring. Time for me to continue to create… and hopefully build something meaningful that sustains. So shall we jump into this week’s issue?

Rash or Cash?

When herpes meets hustle culture

Now, I am all for the idea of destigmatising health conditions, especially STIs as a means of raising awareness, improving education and reducing infection rates. But monetising from your experience, in the name of hustle culture and self-help. Is that a step too far? As called out by the brilliant Influencers in the Wild Instagram account this week.

influencersinthewild

View more on Instagram

Here’s the original video in case you are curious:

I clicked the link in the bio. It takes you to a sign-up form to give you access to a free 15-minute video. And I assume from that point, Christopher the Herpes Coach, has your details to upsell you some 1-1 herpes coaching. Lush. Empowerment for all. For a price.

Just like the rise of health misinformation online, is this type of influencer activity the result of a broken healthcare system? Is this going to be the next stage of “healthcare advice”? People are so let down by the services and professionals around them, that they are willing to pay for a “herpes coach’?

Perhaps I’m coming at this with a too-cynical viewpoint. Maybe this is a good thing. After all, his whole premise is to destigmatise STIs. His content is free to view, making it accessible. He lives with herpes, so has a relatable experience to share. But is it responsible without the input of medical expertise?

I’d love to see more examples of this. If you’ve seen some, please send them my way. I think this deserves a deeper dive.

Neon (IPG Health) has launched a poignant and topical campaign for Artist For Action, aimed at tackling gun violence in the U.S. Referencing the recent Trump shooting, the ads depict children wearing ear bandages, accompanied by the powerful headline: Not everyone is that lucky.

Levelling Up

Relevate Health acquires leading developer of medical video games

This month, omnichannel (bleurgh) healthcare marketing agency Relevate Health bought the pharma and life sciences division of Level Ex Games from Munich-based technology leader Brainlab. The acquisition has been positioned as a strategic alignment for both companies, to accelerate the adoption of gaming technology to deliver enhanced value to healthcare professionals and patients. 

Here are some quotes from important people behind the deal:

As gaming continues to emerge as a space for brands, we need to recognise that health is no exception. For most brands and agencies identifying where there’s room for healthcare might be the hardest part. Yet, there are significant opportunities in the space of education for HCPs, and this is precisely where Level Ex specialises. This acquisition by Relevate Health demonstrates an awareness of the potential within this channel. By investing in a gaming developer, they can offer their healthcare clients an exciting alternative to engage their audiences. [Despite the disappointly sickening over use to the term omnichannel.]

In a landscape where HCPs are constantly under pressure, creating content that is both entertaining and educational is a powerful strategy to get them to spend time with your brand. Brands that embrace this shift will be well-positioned to reach their audiences meaningfully - respecting their time, and adding value through education while connecting with them in a compelling way.

Relevate Health isn’t the only one putting its money where its mouth is; over the past year or so, agencies like Klick and Real Chemistry have been pushing out gaming-related content to establish themselves at the forefront of this emerging and promising area of healthcare marketing.

Morals and ethics can be common themes in pharma and healthcare branding, so I was not surprised to see brands such as Ozempic, Zepbound (weight-loss drugs) and MedMen (cannabis) in this super interesting opinion piece in Ad Age on moral static from Jasmine Bina. 

Megatrends

Health is at the heart of the forces shaping our future.

This month, the Copenhagen Institute for Futures Studies released its Megatrends report - covering 15 high-level drivers of change that will greatly impact societies in the decades to come. These are not the typical BS trends you see released in December to prep you and your marketing for the year ahead. Instead, they represent monumental shifts whose effects are felt the world over, providing relative certainty in an unpredictable world.

Health sits at the heart of many of these megatrends, making it essential to understand their implications, and how to apply them practically in the context of your strategies - whether organisational, product or marketing focused.

Let’s take a look at the (obviously) most relevant megatrend for healthcare brands: Focus on Health

There are so many practical examples of the Focus on Health megatrend emerging around us, many of which have been covered in this newsletter over the past year. Particularly through the lens of a greater share of the responsibility for personal health. Think about it:

• Pharma brands introducing DTC services

• The spin of consumer health brands to get closer to buyers

• At-home testing kits

• Retail health clinics within the pharmacy environment

• Individualised coaching and therapy - made more accessible through telehealth

• And of course all the apps and wearables

These shifts have a major impact on how healthcare brands operate, the partnerships they forge, how they connect with patients and the roles they play in people’s lives. Are you ready to dive in? 

Following criticism over the past few years, YouTube has announced this month that the platform will limit teenagers’ exposure to videos that promote and idealise certain levels of fitness, physical appearance and weight loss.

C.A.R.E

Ending youth suicide

I couldn’t finish this issue without mentioning the latest chapter from CALM (Campaign Against Living Miserably) and adam&eveDDB. Missed Birthdays draw attention to the heartbreaking reality that youth suicide is at an all-time high, reminding us that everyone has a role to play in keeping young people safe.

The campaign launched with an incredibly powerful installation in London, coinciding with World Suicide Prevention Day. Each balloon in the installation represents a young person who took their own life and a birthday they never got to celebrate. 

According to CALM, 6,929 young lives have been lost to suicide in the last decade. This installation serves as an urgent call to action: to have conversations today that will help more young people see tomorrow.

Accompanying the installation is the C.A.R.E. Kit, a simple yet vital set of instructions designed to protect young people. It offers practical advice to equip us all with the tools needed to have the right conversations and ensure the young people in our lives get the help they need.

As a parent, I’ve been reflecting on this sobering statistic and am reminded that my words can make a profound difference. I’m moved to be better prepared for difficult conversations when they matter the most, so I will be diving into the content provided by CALM over the coming months.

Somehow it’s now Sunday afternoon. It’s chillier and wetter but the Sunday roast is in the oven and smells delicious (thanks to the hubby). Autumn mode activated.

With the arrival of autumn, I have a feeling I’ll be getting cosy, reading more, writing more and hopefully delivering even more insightful content between the blurry lines of healthcare and pop culture. If you’ve enjoyed this issue, why not share it with a friend or colleague who could use some inspiration? And if you haven’t yet, be sure to subscribe so you never miss an issue.

Until next time,

EML ✌️