Neon’s Keshni Sharma on pushing healthcare marketing into more innovative channels
Someone else’s healthcare project that recently impressed you.
The cost of bullying. Online bullying is a leading cause of teen depression and suicide, and kids are spending more time than ever on gaming devices. This idea has tackled bullying behavior head-on by line of players making them pay the price every time they bully someone. Help make them aware of their harmful behavior.
Bread review. Is this a bread recipe that implicitly teaches women how to self-screen for breast cancer?
Getting women from hyper-conservative cultures to examine their bodies seems impossible. But when we understand the habits and customs engraved in society, we can use them to respectfully circumvent taboos and save lives. Simple and clever idea that reminds women to take care of themselves while baking bread as a family. And fight and overcome cultural taboos (and social media restrictions).
A major challenge facing healthcare advertisers today.
A significant challenge is getting pharma customers to trust ideas that leverage innovative channels and platforms. In healthcare, proven concepts are essential. Original ideas raise legal and regulatory hurdles that many clients and agencies often lack the motivation to overcome.
There’s one thing about the evolution of health care that excites you.
The pandemic has undoubtedly changed the behavior of consumers and merchants and, more than ever, advertising should now help to improve our world. And I’m glad to see that clients and agencies are starting to take that responsibility seriously. For example, raising awareness and finding treatments for rare diseases advances patient care. As a result, we are fighting diseases once considered death sentences and giving real hope to so many patients.
How healthcare can attract more creative talent.
People judge health work solely on what they see on television, which is problematic because it still has to follow rules established decades ago. There’s a lot more going on in the pharma space. Health brands are now embracing digital platforms and creating big ideas using gaming platforms, social engagement platforms and big idea activations, transforming into immersive experiences, events and conventions. I think agencies should be more present on campus to expose new talent to these ideas, not only in art schools and advertising schools, but also for students with a scientific background.
What would you be doing if you weren’t in healthcare marketing?
I would travel and learn to cook different cuisines of the world from the locals and then open my own restaurant.
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