Life is a creative communications agency dedicated to the healthcare industry. Our aim is to apply the ideals of consumer advertising to healthcare communications. Our goal is to produce compelling ideas that inspire healthcare professionals to improve the lives of their patients.
Healthcare advertising isn't rocket science.
But it should start with a spark and end with a bang. Here is how Life approaches a new campaign.
There are 3 stages to the creative process:
Analysis
Understand the product
Understand the customer
Understand the challenge
Insight
Identify a "hidden truth" about the brand
Devise a Unique Value Proposition
Ensure that this truly differentiates the brand
Imagination
Define the Brand Promise
Develop a persuasive creative solution
Convert this into a compelling narrative
What's the big idea? What's the story?
Healthcare professionals are ordinary human beings like the rest of us, and they respond to the same emotional appeals. But because they have to justify their choices with objective evidence, we need to engage their rational instincts too.
Advertising is an irritation – an interruption of everyday life. So to win someone's attention we have to earn the right to interrupt them, by rewarding them with valuable information or an amusing or entertaining message.
Effective brands behave like "memes" – infectious, transmissible units of information. They invade us like viruses, and if really infectious and memorable we transmit them to other people.
We're proud of our work, but not precious about it. We believe good work should draw attention to the brand, not the agency. And we think the most important judges of our work are not advertising agencies, nor clients, but the customers who select or consume the brand.
