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(Not) The Best Pharmaceutical Ads – Lions Healthcare 2016

Lions Healthcare 2016 Awards for the best pharmaceutical advertising have been announced.  See the winners.

As every year, what they show is that pharma advertising lacks creativity. What is more important, 2016 Lions Healthcare Pharma winners are not those most efficient in conveying the message and changing prescription behaviors.

Lions Healthcare is a contest made by agencies and for agencies. Looking at the winners, but also at the shortlist of submission it is clear that agencies have no idea how to operate in regulated markets. They are creative while talking to general public, on disease awareness or about medical devices.

When it comes to branded, promotional communication directed to healthcare professionals pharma marketers are on their own. Or they get offered a dead fish, which has been a winner in 2015.

In 2016 Lions Healthcare Awards no agency has been able to get a prize for creativity while providing multichannel content that is fact-based and scientifically proven. Oh, well, indeed – McCann has made some disgusting posters for Pfizer’s Xalatan,  get the prize and left us not impressed, again.

Does it mean that advertising agencies are creative only when they can lie or stretch facts? Is it really too hard to clearly state advantages of pharmaceutical products that extend or save lives? Somehow, hundreds of pharma marketers and thousands of sales reps are able to produce and convey such messaging everyday. Is it bland? Maybe. We are still waiting for agency content that would be both creative and in the same time compliant. Saying that, please take a look at 2016 Lions Healthcare Grand Prix and Gold Lions below.

GRAND PRIX – LIONS HEALTHCARE 2016

BREATHLESS CHOIR – PHILIPS

By: OGILVY & MATHER LONDON

Category: PHARMA >  COMMUNICATIONS TO NON-HEALTHCARE PROFESSIONALS > DEVICES & DIAGNOSTICS

GOLD – LIONS HEALTHCARE 2016

THE NAZAR INITIATIVE – ASTER HEALTHCARE

By: THE CLASSIC PARTNERSHIP ADVERTISING

Category: PHARMA >  PHARMA COMMUNICATIONS TOOLS & DEVICES > HCP DEVICES & DIAGNOSTICS

GOLD – CAMPAIGN AWARD – LIONS HEALTHCARE 2016

GAMEBOY/STUDENT/PAINTER – PFIZER CORPORATION HONGKONG

  • Gameboy
  • Student
  • Painter
Pfizer Gameboy Lions Healthcare 2016

Pfizer Gameboy Lions Healthcare 2016

Pfizer Student Lions Healthcare 2016

Pfizer Student Lions Healthcare 2016

Pfizer Painter Lions Healthcare 2016

Pfizer Painter Lions Healthcare 2016

By: McCANN HEALTH

Category: PHARMA > COMMUNICATIONS TO NON-HEALTHCARE PROFESSIONALS > PHARMA, VACCINES & BIOTECH – BRANDED COMMUNICATION

GOLD – LIONS HEALTHCARE 2016

LAST WORDS – INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC)

By: MEDULLA COMMUNICATIONS

Category: PHARMA > COMMUNICATIONS TO HEALTHCARE PROFESSIONALS > EDUCATION & AWARENESS

 

About Piotr Wrzosiński

Piotr Wrzosinski is a sociologist focused on digital marketing in highly regulated industries. He combines experience from top players in tobacco, financial services, and pharma with a passion to the content marketing and technology. All opinions posted are his own unless stated otherwise.

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