Cannes Lions Health

The Healthcare category is in transition. As competition diversifies and it increasingly becomes a lifestyle category in its own right, pharmaceutical products are having to become aspirational consumer brands. As a result, the role of creativity has never been more pivotal.

In 2014, Viagra, perhaps one of the world’s most iconic drugs, was faced with an expiring patent, increased and diversified competition and a shifting consumer profile. The brand needed to strengthen its unique position as a global icon in a rapidly changing landscape.

Jonathan Ford, Pearlfisher’s Founding Creative Partner, will use the Viagra story and other ground-breaking examples to discuss how creativity and the power of big ideas can be harnessed to tackle the challenges facing the entire pharma industry in 2015 and beyond.

Date: 20th June
Location: Cannes Lions Health

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