Posters expressing positivity adorn the walls at Montréal-Trudeau International Airport for GSK.
“We need to re-establish trust and that ‘thrive’ mindset because, otherwise, there’s going to be a lot of conditions that go either undiagnosed or unmanaged,” cautions Andrew Merola, director of strategic planning at McCann Health. The problem is that Canadians aren’t feeling great about our healthcare system today. McCann Health teamed up with Angus Reid to take the pulse of 3,000 Canadians to find out how consumers are navigating healthcare today.
The findings of the study –part of their “Truth In Healthcare” series – show a system facing unprecedented challenges. 76% of those surveyed said they thought the Canadian healthcare system is falling apart. And, while 93% of Canadians agree that free public healthcare is a core Canadian value, only 60% say they’re proud of the current system. “Our healthcare system has moved from being a source of pride to being a source of frustration,” observes Merola.
Today, simply accessing a family doctor has become a major issue for many Canadians. Half of those surveyed said that compared to five years ago, their ability to access healthcare has gotten worse. When it comes to advertising, Canadians are often influenced by spillover of U.S. campaigns, given the heavy restrictions on direct-to-consumer (DTC) messaging in this country. However, 76% of respondents find advertising from the pharmaceutical industry overly confusing.
An empowering message for Patients Living With HIV (PLHIV) that today’s treatment dynamics have changed.
For McCann Health, that means it’s time for a new approach. New channels such as virtual care, and recent expansions to Canada’s pharmacy practice, are opening up opportunities to support Canadians with timely diagnosis and personalized treatment support. “There’s an opportunity for us to help Canadians navigate both health and technological literacy, and help them to better advocate for themselves,” adds Merola.
For new contact lens wearers, McCann Health helps Alcon Canada communicate practical information with playfulness.
McCann Health believes that healthcare marketers have a meaningful role to play in re-establishing confidence and keeping people connected to the system, as fractured as it is. That manifests itself in the types of projects it’s taking on, with a greater emphasis on patient support tools and more direct-to-consumer approaches. Increasingly, Canadians are taking the management of their health into their own hands, so they need to be empowered and informed.
For example, consider recent work in the ovarian cancer space. McCann Health worked with GSK to develop patient support materials in the form of an animated video series. “Even though it’s a heavy topic, speaking with empathy and being there along the journey makes it truly supportive,” says McCann Health ECD Sean Riley. “Because at a time like that, people need practical guidance filled with humanity and warmth, not just another brochure.”
In partnership with Angus Reid, McCann Health conducted a proprietary study of 3,000 Canadians this year.
“I really wouldn’t refer to us as an ad agency anymore,” says Richelle Colbear, VP client services. “The bulk of what we do isn’t necessarily advertising. It’s more about recognizing the entire consumer or patient journey from start to finish, and maximizing the impact that we can generate at each step.” It may not always be“in person” but primary care is definitely becoming a more “personal experience”, sums Colbear.
To do that, McCann Health has broadened its strategic planning department to include behavioural science experts, medical strategists, and engagement specialists. The agency has also expanded relationships with clients including Lilly, GSK and Novartis, as well as new clients like Pfizer, BAT, and Merck. “Our commitment is to stay on the pulse of healthcare as it evolves throughout the post-pandemic era,” says Neill Brown, president of IPG Health. “As Canadians adapt to the new realities of our strained system, marketers need to bring new solutions to the table. People have been through a lot – so there’s fear fatigue. Finding reasons for optimism and positivity, even when you’re talking about difficult subjects, is important.”
CONTACT:
Neill Brown
President
neill.brown@mccannhealth.com
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