Pharmaceutical Market Europe • April 2021 • 41
HEALTHCARE COMMS
Ed Hudson and Phil Blackmore
Healthcare communications agency Create Health has announced a relaunch under a new creativity banner – ‘Creativity is the Cure’.
Create Health works with brands including Thermo Fisher Scientific, ConvaTec, BD and HOYA and timed the relaunch to coincide with a virtual event headlined by TedX talker and ex-global marketer Anne Thistleton.
Following Thistleton’s keynote speech at the virtual relaunch event, there was a panel discussion about the challenges of reaching the audience and the power of creativity, featuring Thistleton, Karen Hand, global marketing director of ConvaTec, Craig Wightman, chief design officer of Kinneir Dufort and Andy Milsom, chief executive officer of Kanjo App.
The relaunch was announced 12 months after the Create Health management buyout that was led by managing director Ed Hudson (pictured) and creative director Phil Blackmore (pictured).
“We firmly believe that Creativity is the Cure for the future of healthcare communications – it’s behind everything we do at Create Health, and we’re really excited to share this more widely,” said Blackmore.
“Brilliant ideas aren’t just good for business, they make a positive difference to healthcare professionals and their patients. We need to appeal to the subconscious mind, not the rational one, if we truly want to change behaviour, and our creative campaigns have shown this time and again,” he added.
In October 2020, Create Health also secured a £500,000 investment from Creative Growth Finance from Creative England.
“Marketing theory is based on the assumption that minds – especially scientific ones – think rationally and make decisions along rational lines. But that’s not true – as is underscored by Mind Science experts like Anne,” said Hudson.
“We’ve seen countless times that it’s the truly creative campaigns rather than the rational ones that have the biggest impacts on brand and buying behaviour in healthcare. Decision-making is led by the subconscious mind, and that’s why our most creative brands, grounded in insights, are the most powerful ones,” he added.
Lizzie Styles and Jo Spink
Healthcare public relations (PR) agency Spink has merged with healthcare communications company emotive – part of Synaptiq Health.
Following the merger with emotive and the wider Synaptiq Health Group, Spink’s PR and public affairs expertise will become part of emotive’s medical and brand offering.
The PR agency has three decades of experience in the health and wellness communications area and will offer its clients the ‘advantages of scale’ through emotive’s European and US networks.
“Spink brings incredible PR and advocacy experience to emotive, helping us to expand our services,” said Lizzie Styles (pictured), managing director at emotive.
“Importantly, both agencies share the same passion in establishing an emotive connection with their communications, because we know it’s how something makes us feel that moves us to take action. Together, we are emotive with a new and bold vision to inspire change,” she added.
emotive’s clients will also be able to access Spink’s media relations, medical society comms, public affairs and advocacy offerings. Following the merger, emotive will have a large team of professionals spanning medcomms, brand and patient communications, PR and advocacy. This will ‘amplify’ the agency’s clients’ communications, enabling them to reach more people than before.
“We’re thrilled to have found a partner in emotive with the same ethos and culture as Spink. This new venture will bring exciting opportunities for our clients and employees alike, giving us access to world-class knowledge and resources,” said Jo Spink (pictured), founder of the PR agency.
Spink was advised on the merger by SI Partners, a global M&A advisor to creative and technology businesses.