Fine Healthcare hosts The Global Awards 2012 judging, and sees huge opportunity for healthcare communications in Africa
November 2012: Fine Healthcare, together with the creative directors of some of South Africa’s leading agencies, selected entries for consideration by The Global Awards® 2012 grand jury in a first round of judging in September. Vying for recognition for excellence in healthcare communication, the entries were of variable quality, with clear contrasts between traditional and progressive, well- and less successfully executed.
Fine Healthcare was one of just four global agencies to host first round judging of entries for the 2012 The Global Awards®. Shortlisted entries from the first round are reviewed by an awards grand jury and winners will be announced on 6 December 2012 at two concurrent ceremonies to be held in New York City and Sydney, Australia.
Says Mandi Fine, CEO of Fine Healthcare: “It’s an honour to be selected to host this prestigious award but also a privilege – the process gave us the opportunity to review more than 100 submissions from China, Europe and elsewhere around the globe, providing us with insight into global trends in healthcare communications.”
One noteworthy disparity is the investment in healthcare communications in different geographies. Notes Fine: “In the US, there is more money spent on communication of information on health and healthcare than any other category except for technology. In Africa, healthcare information and communication is not a fraction of what it should be given the challenges we face and the measurable difference relevant, effective communication could make.”
But for healthcare communications organisations to succeed in the industry they need to be extremely nimble, says Fine. “Specialisation is highly recommended. The healthcare sector is exceptionally complex and dynamic, constantly changing and advancing, and highly regulated. For Fine Healthcare, specialising in healthcare communication has been critical to achieve the level of excellence and recognition we have.”
Fine Healthcare combines specialist knowledge of the healthcare environment with advanced business strategy and creative thinking to develop innovative communication solutions for a number of blue chip clients. The agency has won a number of international awards over its 13 years in strategic marketing communications.
For the 2012 The Global Awards®, Fine Healthcare has been nominated for a Global Award for a 360-degree consumer campaign which included television, on-line and direct mail elements.
Understand Africa’s challenges
Across Africa there’s huge opportunity for healthcare communication at a number of levels, says Fine. “Among the greatest challenges in the healthcare communication sector, is being able to understand specialised content, including material of a clinical nature, interpret it accurately and present it to the intended audience in a manner that is accessible, entertaining, commands their attention, and facilitates retention.
“Access to healthcare, to medicine, information and education around health and health related issues is often limited in Africa. Myriad entities and organisations, from NGOs to governments, pharmaceutical companies and patient support groups, could go a long way to achieving their goals through use of appropriate communication, pitched at the right level and with the right reach.
“Healthcare communication, when it is accessible, can make a huge difference: a picture really is worth a 1000 words to someone who cannot read English. And as mobile phones reach into even the most remote areas, the use of technology in communication cannot be ignored.”
Learning from the best
The submissions were reviewed by a panel of South African judges from Fine Healthcare, +27, Publicis, Ogilvy Healthworld, Equator, Draft FCB and HPG Advertising, all of which have experience in healthcare communications. The entries ranged from more traditional to leading-edge innovative campaigns for a variety of client organisations, included all formats – print, web, audio-visual, and multi-media – and were directed at multiple audiences, including different LSM consumers, medical practitioners and front-line dispensary staff.
“What we were looking for was relevant, simple, engaging communication; compelling solutions that facilitate effective communication with the intended target audience,” says Fine. “Entries that were long winded, complicated and badly executed were discarded. Key elements among those that we shortlisted included, innovative communication formats or vehicles that made use of graphics, symbols and simple language.”
One clear trend was the increasing use of technology in healthcare communications. Says Fine: “A multitude of healthcare applications are available for all modes of electronic devices. They offer new ways to improve compliance in terms of use of medication (reminders) as well as make it possible to tailor make healthcare solutions to individuals. There are millions of healthcare apps available to provide information on diet, exercise, disease management and diagnostics. It offers exciting possibilities.”
“We are pleased to have been part of these awards and hope that in South Africa and Africa, healthcare communication organisations will note and learn from winning submissions and apply that knowledge to good effect. It’s very clear what works, what communication is successful, and why. It’s also resoundingly apparent that there’s so much more we could and should be doing in Africa when it comes to communication around healthcare.”
“We look forward to attending the award ceremony in New York. Good luck to all those who have submitted entries. We hope to see you there.”
