Healthcare innovation

Neon’s Keshni Sharma on Pushing Healthcare Marketing…

Neon’s Keshni Sharma on Pushing Healthcare Marketing…

Someone else’s project in healthcare that you were impressed by recently. 

The Cost of Bullying. Online bullying is one of the major causes of teenage depression and suicide, and kids are spending more time on gaming devices than ever before. This idea tackled gamers’ online bullying behavior head-on by making them pay the price each time they bully someone. Helping make them conscious of their harmful behavior. 

The Bread Exam. Is a bread recipe that implicitly teaches women how to self-check for breast cancer? 
Getting women in hyper-conservative cultures to examine their bodies would seem impossible. But when you understand the customs and traditions engraved in society, you can use them to respectfully bypass taboos and save lives. Simple, clever idea that reminds women to take care of themselves while taking care of their family cooking bread. And fighting and overcoming cultural taboos (and social media restrictions).

A major challenge facing healthcare advertisers today.

A significant challenge is getting pharma clients to trust ideas that rely on innovative channels and platforms. In healthcare, tried and tested concepts are the usual go-to’s. Original ideas bring up legal and regulatory hurdles that many clients and agencies often do not have the motivation to tackle.

One thing about how healthcare is evolving that you’re excited about.

The pandemic has undoubtedly shifted consumer and marketer behavior, and, more than ever, advertising now should help improve our world. And I’m happy to see that both clients and agencies are starting to take this responsibility seriously. For instance, raising awareness and finding treatments for rare diseases advances patient care. As a result, we are fighting back against diseases once thought of as death sentences and giving so many patients real hope.

How healthcare can attract more creative talent.

People judge health work from just what they see on TV, which is problematic as it still must follow rules that were set decades ago. There is a lot more happening in the pharma space. Health brands now embrace digital platforms and create significant ideas using gaming platforms, social-engagement platforms, and big activations ideas—expanding into immersive experiences, events and conventions. I think agencies should be more present on campuses exposing new talent to these ideas, not only in art colleges and ad schools but also expanding out to students with a science background.

What would you be doing if you weren’t in healthcare marketing?

I would be traveling and learning how to cook different world cuisines from the locals and then open a restaurant of my own.