In a recent interview with Muse by Clios, Susan Perlbachs, Chief Creative Officer, shared valuable insights on the evolving landscape of healthcare advertising.
Over the past year, the initial frenzy around AI has settled, revealing its true potential. AI is no longer just a shiny gimmick; it is now a powerful tool for creating hyper-personalized campaigns that resonate deeply with audiences. According to Susan, AI is helping brands forge genuine connections and make people feel understood. The focus has shifted from using technology for its own sake to leveraging it to create meaningful human connections.
She emphasized the importance of polishing and reworking ideas to achieve award-winning work that moves people and solves problems. She praised the innovative Pedigree “Adoptable” campaign for its smart use of geotargeting, AI and first-party data to boost adoption rates, proving that tech and heart can coexist.
“Award-winning work isn’t just clever; it moves people, solves problems and leaves a mark. It’s fresh, fearless and impeccably executed.” – Susan Perlbachs
Looking ahead to 2025, Susan hopes to see more fearless branded work, citing the bold approach of Phexxi’s “Welcome to My Vagina” campaign as an example. At EVERSANA INTOUCH, the focus remains on creating meaningful, award-winning campaigns that make a real difference in people’s lives.
“Healthcare advertising is a rare corner of advertising where your work can truly matter. So, lean in. Think big. And know that the stories you tell here could be the ones that save a life.” – Susan Perlbachs
Read the full interview with Susan from Muse by Clios here.