In recent times, I have been somewhat critical of the general standard of healthcare advertising.
Whether it’s a surfeit of puzzling metaphors (as I described in this post about the rhino in the room) or a case of over-analysis, much healthcare advertising seems to deviate from generally accepted principles of good communication.
But can Wellmark do any better?
It’s a fair question – and one that I’ll have to answer obliquely. Governed as we are by the Medicines Australia Code, we’re not at liberty to show our pharmaceutical advertising in the public domain.
We can, however, demonstrate our general approach to advertising, using a couple of examples that relate to healthcare (albeit tangentially).
These two ads are based on ideas I developed for the advertising competition known as One Minute Briefs – to which our designers have since added their art-direction expertise.
Arguably, these examples are more simplistic than many healthcare advertisements can afford to be.
But what I hope they demonstrate is that advertising is most effective when it:
Do they work? We’ll let you be the judge.