You’ve taken a step back from being the
“Debbie Downer” in a brainstorm and [[wysiwyg_imageupload:159:]]opened your mind to new ideas despite the nagging “there’s no way that would get approved” voice in your head. You’ve refined an idea so it fits within healthcare industry guardrails but still is insightful and exciting. Now what?                      

Harry King, Practice Director, London; Jon Hendl, Senior Vice President, New York; and Alexander Watson, Director, London, weigh in with their tips on how to communicate (and help others communicate) big ideas with confidence.

JON: Keeping the client’s primary issue in the center will drive a successful creative approach. It always goes back to understanding their problems and motivations, and framing the idea appropriately. For example, if the client feels their audience isn’t able to access their product because of cost, that has to become the center of your campaign. 

HARRY: Share the creative brief. Reflect back the insights that you have agreed upon with them when you’re presenting. It shows how the ideas are both creative and strategically robust.

JON: Each creative solution must demonstrate how you will address a barrier and how you will measure success. If you present (and they sign off on) a creative idea that doesn’t address their fundamental issues, it’s doomed to fail regardless of how creative it is. 

HARRY: Stress test creative ideas with a range of people including, if possible, your ultimate target audience – get their feedback. Advertising does this really well and they charge for it because of the enduring nature of their service. Public relations has never been quite so good at this – but it adds real value.

ALEXANDER: Creative ideas are like plant seeds – you have to water and nurture them to make them grow. Listen to any objections, appropriately modify your idea and prune it until it is in a winning shape for the client. Ensure the idea continues to make sense and meets strategic needs. Once an idea is planted, look for opportunities to share it with others in the organization. 

HARRY: Simple works. You should always keep in mind that our clients often need to sell their ideas to colleagues who don’t have any experience with public relations.

In: Creativity  /   filed under: creativity | healthcare communications