a creative agency that takes care of healthcare brands

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healthcare and other marketing
communications. Plus the occasional
rant from our opinionated doctors.

When disciplines meet: the magic of combining art and science

Leonie Beatson
08 Apr, 2024
Creative work that truly combines art and science
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The screaming room at the poop museum

Gauri Yardi
01 Mar, 2024
Make sure your messaging cuts through the 'caca-phony'.
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Not your tibia-cal campaign – the anatomy of a primary healthcare nurse

Julia Mellios
07 Feb, 2024
We’re proud of this campaign – and not simply for our team's conceptual talent.
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Allen keys, cat trees, and the value of expertise

Lith Peel
02 Feb, 2024
Beyond copywriting, medical writing might be the power tool your brand needs.
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Can a bot write your new favourite Christmas movie?

Gauri Yardi
13 Dec, 2023
Making a bot watch 1,000 Christmas movies then write one of its own.
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Making our mark for 25 years!

Dr Candice O’Sullivan
12 Oct, 2023
This month, Wellmark proudly celebrates its 25th anniversary!
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Customer experience: how we apply it to our client relationships

Kristin McCourtie
19 Jul, 2023
What are the core ingredients for strong client relationships?
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How can your agency support your CX efforts?

Dr Candice O’Sullivan
15 May, 2023
By ensuring delivery of a seamless experience, CX is a natural fit for agencies.
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The Goldilocks zone of creativity: getting the conditions just right

Dr Ryan Wallman
12 Apr, 2023
Certain conditions must be met before creativity is possible.
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The big reset: the great resignation makes strategy trendy again

Dr Candice O’Sullivan
16 Mar, 2023
Strategic thinking has never been more critical to the success of brands.
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Taking a holistic approach to your healthcare communications

Julia Mellios
02 Mar, 2023
A holistic approach can improve the health of your brand.
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A new era: Candice O’Sullivan becomes our Managing Director

Dr Ryan Wallman
13 Jan, 2023
We're ushering in a new era at Wellmark, with a new Managing Director.
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It doesn’t matter how great your brand is if no-one knows about it

Dr Candice O’Sullivan
17 Oct, 2022
Beyond word of mouth, advertising is the gateway to brand awareness.
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What’s in a brand name?

Dr Candice O’Sullivan
28 Sep, 2022
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Making the most of video in your healthcare communications

Ali Edmonds
18 Aug, 2022
With video being so popular, it makes sense to use it for your communications.
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The cult of creativity

Dr Ryan Wallman
01 Jul, 2022
Creativity is not so much a revelation as a process of constant refinement.
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Do brand values really matter?

Dr Candice O’Sullivan
01 Jun, 2022
What do brand values offer to a company? It depends on how they're treated.
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What’s up, doc? Are you on TikTok?!

Jacinta Manivong
13 May, 2022
Healthcare professionals are building a significant following on TikTok.
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Bach to the future: the role of composition in creativity

Dr Ryan Wallman
24 Mar, 2022
Creativity is more often a process of inheritance than a de novo event.
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Building rapport in a global pandemic

Bryce Michelmore
23 Feb, 2022
When so many interactions take place through a screen, how do you build rapport?
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Web accessibility is not a magic button

Jason Shanks
18 Nov, 2021
It's crucial to your website's success, so don't let it be an afterthought!
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Running their own race: the problem with demographic generalisations

Dr Ryan Wallman
26 Jul, 2021
In marketing, demographics can mislead us about people's true motivations.
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Pandemic trends: impact of changing consumer sentiments on healthcare marketing

Dr Candice O’Sullivan
07 Jun, 2021
A look at how consumer behaviour has changed in the Covid era.
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21 simple ways to improve your healthcare communications

Gauri Yardi
06 May, 2021
Make it quick and easy for consumers to hear your message.
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Navigating the latest Ahpra advertising guidelines

Angelica Papanicolaou
18 Mar, 2021
Jump onboard as we explore the latest Ahpra advertising guidelines
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What do cars and website maintenance have in common?

Jason Shanks
16 Feb, 2021
Explore the many moving parts of a website and how to maintain them.
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A time to be vulnerable

Dr Ryan Wallman
04 Nov, 2020
Admissions of vulnerability can be a catalyst for communication.
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Medicine Avenue partners with the London International Awards

Dr Ryan Wallman
29 Sep, 2020
The new series of the Medicine Avenue podcast launched today.
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What my hall table taught me about copywriting

Gauri Yardi
16 Sep, 2020
Using persuasive principles, I attempt to market tidying my hall table to myself
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Wellmark on the (virtual) global stage at ZEE Melt

Dr Candice O’Sullivan
09 Sep, 2020
A summary of Ryan Wallman's talk at the ZEE Melt conference
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Shortlisted for Creativepool’s Annual 2020 awards

Dr Candice O’Sullivan
01 Sep, 2020
Newlife IVF brand identity shortlisted for Creativepool's Annual 2020 awards
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A primer for SMA and other rare hereditary disease

Dr Candice O’Sullivan
31 Aug, 2020
A new suite of educational resources to boost awareness of SMA
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Creating the illusion of life: an analysis of motion in digital design

Ali Edmonds
27 Aug, 2020
How motion can be used in UX and UI digital marketing design
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5 essentials for marketing your healthcare practice during a pandemic

Dr Candice O’Sullivan
29 Jul, 2020
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Brand stories, gangnam style

Dr Candice O’Sullivan
02 Sep, 2019
What can Korean BBQ and soju teach us about good old-fashioned storytelling?
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A simple solution to a complicated problem

Dr Ryan Wallman
19 Aug, 2019
New tactics are serving to make marketing far more complicated than it need be.
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A doctor of sorts

Dr Candice O’Sullivan
07 Aug, 2019
I left medicine but 13 years on, I'm still a doctor of sorts.
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Finalists at the Creative Floor Healthcare Awards

Dr Ryan Wallman
06 Jun, 2019
Our glittertastic guidelines are in the mix.
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A campaign that puts the eff in effective

Dr Ryan Wallman
10 Jan, 2019
Here are some thoughts on an advertising campaign I admire.
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Wellmark’s annual gift guide 2018

Dr Candice O’Sullivan
08 Dec, 2018
Wellmark’s semi-serious gift guide has got you (and them) covered!
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Data and disruption: some thoughts on the Mumbrella Health Marketing Summit

Bryce Michelmore
28 Aug, 2018
Last week I attended the Mumbrella Health Marketing Summit in Sydney.
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The curious case of a creative genius

Dr Ryan Wallman
10 Aug, 2018
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Making creativity count: Wellmark in Marketing Week

Dr Ryan Wallman
27 Jun, 2018
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Wellmark’s feature article in Marketing Week

Dr Candice O’Sullivan
15 Mar, 2018
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The worst headline ever written

Dr Ryan Wallman
21 Feb, 2018
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Med Men: where the parody lies

Dr Ryan Wallman
24 Oct, 2017
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A mini-manifesto for our industry

Dr Ryan Wallman
27 Sep, 2017
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Monkeys on typewriters

Dr Ryan Wallman
31 Aug, 2017
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Staying human within the machine

Dr Ryan Wallman
06 Jul, 2017
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Wellmark in the Australian Financial Review: Digital is a channel not a marketing strategy

Dr Candice O’Sullivan
06 Feb, 2017
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Our biggest hits of the year (and some new stuff)

Dr Ryan Wallman
19 Dec, 2016
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The problem of a marketer left to his own devices

Dr Ryan Wallman
07 Nov, 2016
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A video of marketers talking a lot (but saying little)

Dr Ryan Wallman
07 Sep, 2016
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A shocking role model for your advertising

Dr Ryan Wallman
15 Aug, 2016
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Isolated and full of wind

Dr Ryan Wallman
03 Aug, 2016
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Winners at the 2016 Creative Floor Healthcare Awards

Dr Ryan Wallman
19 Jul, 2016
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Bored of your brand? Good.

Dr Ryan Wallman
06 Jul, 2016
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Finalists in the Creative Floor Healthcare Awards

Dr Ryan Wallman
31 May, 2016
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The dreaded millennial bug

Dr Ryan Wallman
24 May, 2016
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Hot Copy podcast: interview with our Head of Copy

Dr Ryan Wallman
12 May, 2016
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A glorious example of marketing nonsense

Dr Ryan Wallman
19 Apr, 2016
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Release your hits

Dr Ryan Wallman
30 Mar, 2016
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Unconventional Wisdom: an interview with our Head of Copy

Dr Ryan Wallman
29 Feb, 2016
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Is tradition the newest trend in marketing?

Dr Ryan Wallman
02 Dec, 2015
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Plus ça change

Dr Ryan Wallman
24 Nov, 2015
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Hospital advertising that doesn’t suck

Dr Ryan Wallman
12 Oct, 2015
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The cheat’s guide to sensible marketing

Dr Ryan Wallman
09 Sep, 2015
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Stop ‘making a difference’. Stop it now.

Dr Ryan Wallman
25 Aug, 2015
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Nudge nudge, win-win

Dr Ryan Wallman
11 Aug, 2015
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The good, the bad and the ugly at Lions Health

Dr Ryan Wallman
01 Jul, 2015
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Do not copy this copy

Dr Ryan Wallman
19 May, 2015
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I gatecrashed a party and met some healthy thinkers

Dr Ryan Wallman
22 Apr, 2015
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Taking a Sharp approach to healthcare advertising

Dr Ryan Wallman
15 Apr, 2015
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The winners from our second healthcare advertising brief

Dr Ryan Wallman
09 Apr, 2015
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Common-sense marketing for the man next door

Dr Candice O’Sullivan
25 Mar, 2015
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The silent ad that spoke volumes

Dr Ryan Wallman
02 Mar, 2015
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A fine example of a touching campaign

Dr Candice O’Sullivan
25 Feb, 2015
One of the key aims of many health promotion campaigns is to change people’s...
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When endorsement does not imply endorsement

Dr Ryan Wallman
29 Jan, 2015
Imagine, for a moment, that you are a hiring manager receiving job applications.
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Our 10 most popular blog posts in 2014

Dr Ryan Wallman
18 Dec, 2014
A list of our 'greatest hits' in 2014.
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A festive flowchart

18 Dec, 2014
Have you been Naughty this year?
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Learnifying buzzwords: a practical guide

Dr Ryan Wallman
08 Dec, 2014
Everyone knows that if you want to sound impressive, you must optimise...
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The winners from our first healthcare advertising brief

Dr Ryan Wallman
24 Nov, 2014
A wonderful response to our healthcare advertising brief for One Minute Briefs.
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Encouraging healthy creativity with One Minute Briefs

Dr Ryan Wallman
18 Nov, 2014
teaming up with One Minute Briefs to run a healthcare advertising competition.
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Two not-quite-real examples of our healthcare advertising

Dr Ryan Wallman
16 Nov, 2014
much healthcare advertising seems to deviate from generally accepted principles
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An agency in the room is worth …

Dr Brandy Munro
28 Oct, 2014
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Is our brand right for the market?

Dr Candice O’Sullivan
06 Oct, 2014
Is your brand known for what matters most to your clients?
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5 reasons why this is a Lidl advertising gem

Dr Ryan Wallman
06 Oct, 2014
This ad was recently run in the UK by supermarket chain Lidl.
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The new acronyms that every marketer must know

Dr Ryan Wallman
22 Sep, 2014
If there’s one thing I’m sure we can all agree on, it’s that there is a worrying
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The Visible Expert: new research shows the benefits of thought leaders in professional services

16 Sep, 2014
If an expert falls in the forest and no one sees him, does it affect his brand?
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Are you too approving of your healthcare advertising?

Dr Ryan Wallman
02 Sep, 2014
How the pharmaceutical industry shapes healthcare advertising
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Advertising ignorance: why your brand needs to do grammar gooder

Dr Ryan Wallman
24 Jun, 2014
In the last few weeks alone, I have seen numerous examples – too many
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A picture of creative decay

Dr Ryan Wallman
17 Jun, 2014
The other day I saw a very strange blog post...
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In a world of noise, maybe it’s time to listen

Mark Sammartino
12 Jun, 2014
In an ever-changing, fast-paced marketplace, there is always noise. We all try to make it; we all want to be heard. But how often do we listen?
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The copywriter’s dictionary

Dr Ryan Wallman
21 May, 2014
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The consumer complex

Dr Ryan Wallman
08 May, 2014
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Are your stars stuck between a rock and a hard place?

Dr Candice O’Sullivan
01 May, 2014
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Designing a new language

30 Apr, 2014
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The power of the personal for professionals

Dr Ryan Wallman
28 Apr, 2014
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Big, bold, beautiful … and budget-busting?

Julian Jones
22 Apr, 2014
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Just hatched

Dr Candice O’Sullivan
17 Apr, 2014
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A contrarian smashes some shibboleths of modern marketing

Dr Ryan Wallman
11 Apr, 2014
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I say, old chap, does your brand have no charm?

Dr Ryan Wallman
08 Apr, 2014
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& what???

Dr Candice O’Sullivan
04 Apr, 2014
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Passionate. High standards. Looks a bit like an ogre.

Dr Ryan Wallman
02 Apr, 2014
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Content as a continuous professional development tool

Dr Candice O’Sullivan
02 Apr, 2014
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Codes and condoms: why some protection is vital for health

31 Mar, 2014
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The secret recipe for brand longevity?

Bryce Michelmore
26 Mar, 2014
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Handle with care: managing the Twitter presence of your professional services firm

Dr Candice O’Sullivan
25 Mar, 2014
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The wild geese of healthcare communications

Dr Ryan Wallman
20 Mar, 2014
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What my dog knows about the art of persuasion

13 Mar, 2014
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Mexican Coke ‘the real thing’ when it comes to brand loyalty

Bryce Michelmore
12 Mar, 2014
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Treat your patient support program like a drug

Dr Candice O’Sullivan
06 Mar, 2014
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A service mentality key as pharma’s business model changes

Dr Candice O’Sullivan
05 Mar, 2014
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Part 2 of The inside word: how one professional services firm is solving the ‘content conundrum’

03 Mar, 2014
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The inside word: how one professional services firm is solving the ‘content conundrum’

27 Feb, 2014
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Fact: the social firm has more channels to market

Dr Candice O’Sullivan
25 Feb, 2014
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Website design: who are you trying to impress?

Mark Sammartino
21 Feb, 2014
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Any tagline you want, so long as it is ridiculous

Dr Ryan Wallman
19 Feb, 2014
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How I learned to wrangle the rabbits of failure

18 Feb, 2014
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Don’t let your design get in the way of a sweet product

18 Feb, 2014
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How to get your employees to feel the love when it matters most

Bryce Michelmore
13 Feb, 2014
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So you want to be different?

Dr Candice O’Sullivan
23 Jan, 2014
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Useless wangers: are creatives redundant in the modern game?

Dr Ryan Wallman
16 Jan, 2014
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What’s old is new again

Mark Sammartino
14 Jan, 2014
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Is a journalist really the best person to tell your story?

Dr Candice O’Sullivan
17 Dec, 2013
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Retail is dead … or is it?

Julian Jones
16 Dec, 2013
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Smart firms use social skills to increase their brand equity

Dr Candice O’Sullivan
11 Dec, 2013
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For the creative thinker, the devil is in the detail

Dr Ryan Wallman
09 Dec, 2013
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Watch out! Why bland is bad for brands

Dr Brandy Munro
27 Nov, 2013
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Top 10 quotes from Napoleon (applied to the creative industry)

Bryce Michelmore
14 Nov, 2013
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Basic principles: my toddler’s brand strategy

Dr Brandy Munro
06 Nov, 2013
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A breakthrough in the science of branding

Dr Ryan Wallman
30 Oct, 2013
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Content’s biggest enemy

Dr Candice O’Sullivan
30 Oct, 2013
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The pretension trap: why buzzwords are hurting your business

Dr Ryan Wallman
23 Oct, 2013
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How content moves your prospects further down the sales funnel

Dr Candice O’Sullivan
21 Oct, 2013
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Making sense of print in a digital age

Mark Sammartino
13 Oct, 2013
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Do you know why you are striving for a social business?

Dr Candice O’Sullivan
11 Oct, 2013
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Social skills

Dr Ryan Wallman
07 Oct, 2013
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What defines genuine thought leadership?

Dr Candice O’Sullivan
04 Oct, 2013
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Social media for professionals: the value of networking by proxy

Dr Candice O’Sullivan
24 Sep, 2013
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Copy me out, please

Dr Brandy Munro
06 Sep, 2013
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Growth tonic: how marketers can deliver growth in the current conditions

Dr Ryan Wallman
02 Sep, 2013
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How do pharma brands achieve growth in the current conditions?

Dr Candice O’Sullivan
12 Jul, 2013
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OMG! An impossible brief

11 Jul, 2013
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The dark(ish) secrets of our Head of Copy

Dr Ryan Wallman
13 Jun, 2013
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Need some branding advice fit for a king this Queen’s birthday?

Dr Candice O’Sullivan
07 Jun, 2013
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Social media in marketing: lessons from a sceptic

Dr Ryan Wallman
06 Jun, 2013
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The 5 unhealthiest habits in healthcare advertising

Dr Ryan Wallman
30 May, 2013
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The tough lessons they don’t teach you at uni

23 May, 2013
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Satisfying your customers: a lesson from the vet world

Dr Brandy Munro
15 May, 2013
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Medical approval malaise

Dr Ryan Wallman
08 May, 2013
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How @WarrenBuffett got over 200 000 Twitter followers in less than a day

Dr Candice O’Sullivan
03 May, 2013
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Getting naked for Satan: the importance of a good brand story

Bryce Michelmore
01 May, 2013
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Inspiring young upstarts

Mark Sammartino
24 Apr, 2013
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The transformative power of typographic design

18 Apr, 2013
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Inspiring interactive design from a Wellmark alumnus

Leonie Beatson
15 Apr, 2013
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The rhino in the room: healthcare advertising has problems

Dr Ryan Wallman
10 Apr, 2013
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Content marketing the ideal antidote for what ails pharma selling

Dr Candice O’Sullivan
10 Apr, 2013
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AAA (Agency Acronym Acrimony)

Dr Ryan Wallman
09 Apr, 2013
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Crafting your brand – a pattern for success

Dr Brandy Munro
09 Apr, 2013
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The silent conversation of lead generation content marketing

Dr Candice O’Sullivan
05 Apr, 2013
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Wolves without sheep’s clothing: branding from within

Mark Sammartino
04 Apr, 2013
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The 8½ worst copy mistakes you can make

Dr Ryan Wallman
03 Apr, 2013
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Is it dumb to use humour to communicate a serious message?

Julian Jones
28 Mar, 2013
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Social media for professionals: how to get others to share your content

Dr Candice O’Sullivan
25 Mar, 2013
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Couldn’t see that coming: how marketing evolves with new technologies

Bryce Michelmore
25 Mar, 2013
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Social media as a word-of-mouth tool for professionals

Dr Candice O’Sullivan
18 Mar, 2013
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What’s the big (data) deal?

Dr Ryan Wallman
05 Mar, 2013
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Does social media deserve your firm’s attention?

Dr Candice O’Sullivan
04 Mar, 2013
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Beautiful utility: a design to inspire

Julian Jones
04 Mar, 2013
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Making digital an integral part of medical communications: lessons from clinical practice

Dr Candice O’Sullivan
18 Feb, 2013
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Death by a thousand price cuts: is commoditisation killing med comms?

Dr Ryan Wallman
12 Feb, 2013
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Annual reports we admire: Austria Solar

Dr Ryan Wallman
29 Jan, 2013
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Brand power: why investing in the irrational is entirely rational

Bryce Michelmore
23 Jan, 2013
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Pharmaphorum article: is commoditisation killing med comms?

Dr Ryan Wallman
09 Jan, 2013
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What changes will we see in marketing communications in 2013?

Dr Candice O’Sullivan
21 Dec, 2012
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The twelfth day of Christmas

Dr Ryan Wallman
21 Dec, 2012
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The eleventh day of Christmas

Dr Ryan Wallman
20 Dec, 2012
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The tenth day of Christmas

Dr Ryan Wallman
19 Dec, 2012
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The ninth day of Christmas

Dr Ryan Wallman
18 Dec, 2012
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The eighth day of Christmas

Dr Ryan Wallman
17 Dec, 2012
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The seventh day of Christmas

Dr Ryan Wallman
14 Dec, 2012
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The sixth day of Christmas

Dr Ryan Wallman
13 Dec, 2012
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The fifth day of Christmas

Dr Ryan Wallman
12 Dec, 2012
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The trouble with ‘content marketing’

11 Dec, 2012
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The fourth day of Christmas

Dr Ryan Wallman
10 Dec, 2012
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The third day of Christmas

Dr Ryan Wallman
10 Dec, 2012
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The second day of Christmas

Dr Ryan Wallman
07 Dec, 2012
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The first day of Christmas

Dr Ryan Wallman
06 Dec, 2012
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Licence to change: my Bond branding lesson

Bryce Michelmore
29 Nov, 2012
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Six branding lessons from Click Frenzy

Dr Candice O’Sullivan
23 Nov, 2012
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Wellmark to design and produce ESAA’s flagship publication

Bryce Michelmore
23 Nov, 2012
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A tale of two strategies: marketing lessons from retail pharmacy

21 Nov, 2012
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The Boehringer Ingelheim approach to digital – Part 5: Gather a crowd

Dr Candice O’Sullivan
15 Nov, 2012
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Why it pays to keep your agency in the loop

15 Nov, 2012
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Social media use by healthcare providers: a matter of opinion

15 Nov, 2012
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The Boehringer Ingelheim approach to digital – Part 4: Be a mate worth having

Dr Candice O’Sullivan
31 Oct, 2012
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What an Allen key can teach you about marketing

Dr Ryan Wallman
30 Oct, 2012
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The truth about social media

Dr Candice O’Sullivan
29 Oct, 2012
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The Boehringer Ingelheim approach to digital – Part 3: Be the first

Dr Candice O’Sullivan
17 Oct, 2012
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Annual report design: the real cost of looking cheap

Bryce Michelmore
12 Oct, 2012
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Retail therapy: what pharma brands can learn from the retail sector

Dr Ryan Wallman
11 Oct, 2012
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Amcor annual report: a job done well, over and over …

04 Oct, 2012
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The Boehringer Ingelheim approach to digital – Part 2: Don’t worry about numbers

Dr Candice O’Sullivan
04 Oct, 2012
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Annual reports we admire: Volkswagen’s latest model voted ‘World’s Best Report’

Dr Candice O’Sullivan
28 Sep, 2012
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Thoughts on keeping the professional ethics flame burning

18 Sep, 2012
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The Wellmark brand refresh: more than just a paint job

Dr Candice O’Sullivan
18 Sep, 2012
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The Boehringer Ingelheim approach to digital – Part 1: If in doubt, go to Iceland

Dr Candice O’Sullivan
18 Sep, 2012
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