Even as someone who makes a living working in healthcare communications, I can still spend many hours copywriting without much progress – it is the nature of the beast [come back to this bit later and write something brilliant].

Closing the gap in healthcare is a mission close to our hearts

Writing a great creative brief is not as easy as it might seem. In fact, those 1–2 sides of typed A4 are often the difference between a campaign that exists and a campaign that impacts; between creative communications that are seen and heard, and those that are felt and acted upon.

Like almost everything else in recent years, market access just got tougher. Since late 2019, the world has faced some extraordinary challenges, and the economic and societal fallout of the global pandemic continues to wreak havoc. Growing financial pressures are universally felt.

I’m going to upset you.

I’ve something I want to say to you. It might wind you up a bit so if you do not agree with me, I’ll understand. You see, I think as 2022 passed into 2023 something way more profound than just the year changed: I think we’ve moved from an era when you could expect to receive more for giving less of yourself to one in which we’re all going to have to give more of ourselves and expect less back in return. It’s the only way the global economy can ultimately right itself.

On November 30th, 2022, Page & Page and Partners attended a talk held by the Guild of Health Writers to discover how A.I is changing the healthcare landscape, what’s in the pipeline, and how safety and ethics are integral components for its success.

We asked, you answered, and the results are in… what really does go into a great creative brief?

Over the past few years we have seen the world go through a period of rapid change, facing unexpected challenges and unpredicted turmoil. These challenges have had a lasting and ongoing impact on the healthcare system, including here in the UK. From budget cuts to resource shortfalls, and talent shortages to long treatment waiting times, it can feel as though the pressure is relentless.

We all do it, don’t we? We all follow well-trodden paths and long-standing habits because that is often the best way to manage resources and logistics. I think we’re excused…