Finding the Unexpected Joy in Healthcare Marketing

By Lauren de Vlaming, EVP, Strategy, Golin Health and Smitha Piedilato, EVP, Executive Creative Director, Golin Health

This year, a notable trend has emerged in healthcare marketing: campaigns that are insightful, clever, and full of unexpected joy. While it might seem counterintuitive to associate joy with painful diseases and serious medical conditions, many recent campaigns have been heartwarming and humorous, providing delightful brand experiences while addressing specific issues in the patient journey This shift in tone was apparent at the year's leading award shows, including the Cannes Lions Festival of Creativity.

Golin's recent work on "The Misheard Version," a laugh-out-loud campaign for Specsavers UK, a community audiology provider, exemplifies this trend, and earned Cannes' highest honor as the Grand Prix Winner. Golin worked with singer Rich Astley to re-record his hit song, "Never Gonna Give You Up" using famously misheard lyrics instead of the actual words. After its release across radio and streaming services, the song was played 20 million times in just eight hours, fueling conversation about hearing loss as listeners wondered, "What did I just hear?"

This award-winning concept was the outcome of strategic client and agency investment in audience research. There are differing opinions on how many insights are needed to create a great creative strategy, but everyone agrees you need at least one. Getting to the "right" insight - the one that will help make your campaign magic - can take digging, sifting through data and hours of discussion. In today's quick-turn world, it can feel as though there's no time for research, but here are three reasons why it's worth it:

1. Insights can refine reach. With this campaign, Specsavers wanted to target influencers age 40+ and those experiencing hearing loss, but also needed to cast a wider net since hearing loss is so common. With the power of one of their core insights - that misheard lyrics connect and entertain us regardless of age - Golin and Specsavers were able to identify Rick Astley as the perfect partner. While he resonates with the target audience, thanks to the #RickRoll trend and traction on TikTok, his reach has grown exponentially among a younger audience. In addition, "Never Gonna Give You Up" is one of the most famously misheard songs of all time, with lyrics like "Never gonna run around and desert you" interpreted as "Never gonna run around with dessert spoons."
2. Insights can bring people in. The right insight can break down barriers and make your audience feel as though they are part of a shared understanding. In this instance, our colleagues at Golin London learned that people avoid hearing tests for up to 10 years because they are terrified of the outcome - and being officially diagnosed with hearing loss makes them feel old. "The Misheard Version" was designed to make the experience less frightening by using unexpected humor to address a serious issue. The subtle hilarity of the lyric changes resonated with audiences and garnered attention across the UK.
3. Insights can drive action. Every client wants business results, and insights can deliver. After "The Misheard Version" was released, the campaign made news in 95% of the UK's major titles. Conversation around Rick Astley and the hilarious misheard lyrics exploded, driving a 138% increase in hearing loss searches online and making "hearing loss" the number one trending topic across the UK. Bookings for hearing tests at Specsavers rose a record 1220% above target - proof that turning a widespread fear into a humorous, relatable experience was an effective way to inspire the audience to act.

Audience research is a smart investment: A key insight can be the difference between a campaign that feels routine - and one that sparks joy and surprise. Expect the unexpected, and better yet, embrace it.