Video can be a highly effective tool in communication with health care providers, says Rob Rogers, Co-CEO America and Chief Creative Officer at WPP’s Sudler & Hennessey, a health care communications network. “We look for ways of introducing simplicity. We need to deliver some very simple messages,” he says, adding that video can aid in that goal. “We often look for video to add that contextual element. Data can leave you cold but video can add a warm element.”

While digital venues are playing a large role in health care marketing, health care marketing comes with its own set of challenges, both in reaching physicians and consumers. That’s why Cannes Lions launched Lions Health, a two-day festival that focuses on health care communications. “Health care is evolving at a rapid rate and so is health care communications. Digital will play a greater role,” he says.

We spoke with Rogers as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over two weeks.  The series is sponsored by Videology.

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