Innovation in Marketing & Communications
Farmers face a ~20% higher risk of developing prostate cancer compared to the general population yet are underserved by traditional healthcare services. To reach them, we turned the only medical professional they actually see – their vet – into a life-saving route to diagnosis.
“Vet Your Prostate” and Thriva transformed the UK’s network of vets into a first-of-its-kind education and testing system. We bypassed the waiting room and took the PSA test directly to the farm gate.
By integrating healthcare into the agricultural workflow, we went beyond raising awareness and effectively remodelled how screening programmes can operate for “unreachable” communities.
Judges’ comments
Turning vets into a frontline prostate cancer screening channel was a novel and brilliant move in this super-strong campaign. Building on a genuine understanding of what drives trust for a vulnerable and often underserved audience of farmers, as well as the obstacles they face in accessing healthcare, the team identified the vet as the trusted voice in farmers’ lives and built the entire approach around that insight. Using AI to recreate James Herriot’s voice was a brilliant example of how technology, done right, can add real value and connection. It was a supremely innovative delivery mechanism, fantastic creative, deep insight use, completely human, and the judges loved it.
Alongside the incredibly smart-yet-simple innovation, the campaign ticked all boxes for the panel: Clear SMART objectives; clear insight and rationale for target audience; and clear identification of the barrier for the target audience. The team’s presentation showcased its versatility beyond farmers in considering how to use a medical professional who is a trusted figure for a particular group as a point of intersection. There was also special mention from the judges for the offline rural learning guides for driving time, which demonstrated a real understanding of the auxiliary audience who play a pivotal role in communicating the campaign.
For many judges it was their favourite entry of the day, invoking huge emotion with a farmer’s interview bringing tears to the eye, so beautifully done and one of those projects they would wish to be a part of. What impressed most was that the innovation wasn’t the technology, it was the thinking. A completely reimagined pathway of meeting people in a trusted environment rather than expecting them to engage through traditional healthcare routes. It showed a genuine understanding of the audience and fantastic partnership-working. A very creative, thoughtful and memorable piece of work that demonstrates why thinking differently can have such a meaningful impact. Well done.
Justin Matchett, Swordfish Advertising
In the United Kingdom, the first point of contact for patients is usually the General Practitioner, known as a GP. Yet a rising public health issue needed addressing: three in five people now use AI to self diagnose, and one in three consult ChatGPT before seeing a doctor, making the GP increasingly irrelevant.
Within seven days of ChatGPT’s first major outdoor campaign, we hijacked the hype to redirect the public toward evidence-based medicine, using mobile billboards to subvert the “GP” in their acronym and deliver a vital message:
For health advice you can trust, always chat to your GP.
Piloting AI Role Play Agents to Optimise Training Outcomes for PSP Nurses Supporting Treatment Adherence in MS
This project addressed a longstanding challenge in healthcare communication training: how to provide meaningful opportunities to practise complex patient conversations beyond traditional role play. Following a training needs assessment, IQVIA identified a gap in opportunities for repeated, realistic rehearsal of adherence counselling skills and developed three AI voice-based patient simulations to address this.
Combining behavioural science, healthcare communication expertise and conversational voice technology, the solution created psychologically safe, on-demand practice experiences aligned to real-world nurse-patient interactions. The innovation was not the use of AI alone, but its purposeful application to solve a genuine communication and capability-building challenge.
Rather than creating another AI chatbot, 11 Minds reimagines how pharmaceutical teams engage with insight.
Using a patent-pending validation process, it turns company research and trusted online data into a highly accurate panel of virtual experts, available anytime and anywhere. The Minds simulate stakeholder tensions, challenge assumptions and model trade-offs behind complex marketing decisions. They then recommend next steps, assign actions and maintain an auditable record for continuous learning across launches and omnichannel campaigns.
By transforming static evidence into always-on strategic dialogue, 11 Minds gives pharmaceutical teams a radically faster, more confident way to create, test and refine ideas.
It seems obvious now to run a conference about AI in pharma. It wasn’t at the end of 2024, especially for a startup med comms agency, but we did it anyway.
Our mission: share what we’re learning and put a bunch of amazing people in a room to trade experience and ideas. We want AI to be a normal technology, not a hype cycle, so every speaker is tasked with being brutally honest about what didn’t work, as well as their successes.
Today, Adventures is more than a conference; it’s an immersive experience that raises the bar for industry events.
AI is powerful, but it can also be a convincing liar. As we increasingly rely on large language models for health information, ensuring accuracy becomes essential. To highlight the risks, we asked ChatGPT to invent a rare disease, and it obliged. “Inveritas Syndrome” came complete with symptoms, history, diagnostics, even the first documented patient.
None of it was real. But the message was clear: in the age of AI, verifying sources matters. This campaign sparked important conversations and allowed us to spotlight RAiRE, our proprietary LLM built on a rigorously curated dataset to deliver only reliable insights into rare diseases.
