Of restrained strength and precise storytelling: Björn Korfmacher, Medperion Communication, is certain that creative excellence is possible even under strict rules. Why restrictions in healthcare marketing in particular lead to surprisingly effective campaigns.
Creativity and healthcare, do they go together? For example, do you think of the Cannes Lions, large stages, award-winning storytelling and creative border shifting, this is hardly associated with healthcare marketing. Too technical, too regulated, too careful — that's the common cliché. But this perspective underestimates what can arise under restrictions: namely campaigns that don't have to be loud to be effective — but powerful enough to change.
The framework conditions in health marketing are different from those in other markets. While excessive creativity is not only allowed but often expected in consumer goods advertising, it meets clear limits in healthcare communication. Rules apply here that are not only of a legal nature, but also of an ethical nature. And that is precisely where the creative appeal lies.
Creativity under pressure — and with precision
Regulatory requirements determine what can be said, shown and promised — or not. The line between informative clarification and undue promise of effectiveness is fine. But it is precisely in this area of tension that solutions are created that are both professionally convincing and emotionally touching. Creative freedom may be limited, but it hasn't been abolished. Rather, it is shifting: from bright presentation to clear message, from rapid effect to sustainable relevance. Creative ideas in the health context arise not in spite of, but precisely because of, the restrictions. They require a more precise look at target groups, language and dramaturgy.
Of sales pressure and supply contract
Of course, advertising should sell — even in the healthcare sector. But the Claim goes further. Healthcare marketing helps doctors make prescriptions, supports patients in their adherence to treatment and explains complex content in such a way that it can be understood — and accepted. Modern campaigns often do more than just promote products. They help improve care management, support prevention and promote informed decisions by patients. Their effectiveness can be measured not only in terms of click rates, but also in terms of trust, relevance and responsibility.
Conclusion: Creativity needs limits — and attitude
Creative excellence in health communication means developing effective ideas within narrow limits — with attitude, sensitivity and substance. That is no less creative than in other industries. It is different. And that's exactly why it's so relevant.
