Tuesday, March 19, 2019

AbelsonTaylor Launches ICONS.HEALTH™, a Content Channel Exploring Innovation at the Intersection of Healthcare and Technology

BWW News Desk
January 11, 2019

What do Microsoft Aetna Twitter IBM Ogilvy Consulting Biogen and dozens of healthcare startups have in common All appear in discussions about issues at the nexus of healthcare and technology in a referrerpolicyunsafeurl targetblank hrefhttpsctsbusinesswirecomctCTidsmartlinkampurlhttps3A2F2Ficonshealth2Fampesheet51924290ampnewsitemid20190111005042amplanenUSampanchorIconsHealthampindex1ampmd509ec532f40a1aea6393fcee4215e5106 relnofollowIconsHealtha a new video series produced by a referrerpolicyunsafeurl targetblank hrefhttpsctsbusinesswirecomctCTidsmartlinkampurlhttps3A2F2Fwwwabelsontaylorcom2Fampesheet51924290ampnewsitemid20190111005042amplanenUSampanchorAbelsonTaylorampindex2ampmd5c09f07742bb12cd634ff149850a1c8d3 relnofollowAbelsonTaylora the worlds largest independent healthcare advertising agency pblockquotep idpullquotepblockquote p Developed to capture compelling ideas that often arise during casual conversations at conferences IconsHealth features unstructured discussions among entrepreneurs and innovators from divergent organizations about new and exciting trends in technology and their application to healthcare p p Unlike other content channels IconsHealth is nonscripted nonpartisan and nonpromotional The conversations are extemporaneous without a moderator and with no preconceived points to make p p We like to capture conversations among people from different company sizes and industries said Mitch Apley vice president and director of broadcastprint production at AbelsonTaylor Well have at least one senior exec from a scrappy startup versus a traditionalist established professional at a big company We can get unexpected dialog between someone whos starting an innovative idea and someone at a big pharma company p p The idea for IconsHealth originated in 2014 when AbelsonTaylor began engaging with the healthcare startup community through a partnership with the Massachusetts Institute of Technologys Hacking Medicine group After participating in a Grand Hackathon at MIT and cocreating healthcare content several years in a row for the annual South by Southwest SXSW festival Apley and his colleagues noticed an interesting pattern while official content was compelling the most thoughtprovoking conversations seemed to happen in the hallways afterward p p The concept for a pilot program documenting these conversations took shape during a spontaneous brainstorming between Apley and Joel Witmer an AbelsonTaylor cinematographer and editor Looping in creative director Noah Lowenthal the trio presented the concept for IconsHealth to the agencys executive leadership and got approval to pursue the project p p The first opportunity to capture conversations came at SXSW in March 2018 where between official sessions the agency caught dozens of speakers on camera We discovered that small startups have the iaudacityi to try to change healthcare and large tech companies have the iobligationi to try to change healthcare said Lowenthal That juxtaposition creates some fascinating content p p Encouraged by their success Apley and Lowenthal traveled to the Cannes Lions International Festival of Creativity in June 2018 to capture additional extemporaneous conversations From a custombuilt studio on the main conference floor they filmed exchanges between thought leaders from a wide range of organizations including Microsoft Adobe and Aetna p p The raw footage from both festivals was edited into more than 40 videos that according to Apley document exchanges between the emerging community of healthtech startups and the monoliths of healthcare that court them p p Among the topics and speakers in the current IconsHealth lineup p ul li classbwlistitemmargb bDiscovering somebody who cares 280 characters at a timebbrMary Ann Belliveau national director of health and wellness at Twitter and Terrie Livingston senior director of US medical at Biogen discuss using Twitter to create virtual support groups that improve the patient experience li ul ul li classbwlistitemmargb bUsing augmented reality to change realitybbrRitesh Patel chief digital officer for health and wellness at Ogilvy Consulting and Doug Gould partner executive at Microsoft discuss how AI and gaming can help engage patients and change behavior li ul ul li classbwlistitemmargb bYour Zip Code may matter more than your genetic codebbrEric Gertler chairman of US News amp World Report and CEO of Ulysses Ventures talks with Garth Graham president of Aetna Foundation and vice president of community Health for Aetna and Angela Radcliffe general manager of clinical trial solutions at PulsePoint about using data to improve patient health li ul ul li classbwlistitemmargb bWhat if fair balance is actually unfair to patientsbbrJeffrey Castellano global executive creative director at IBM and Anthony Reeves managing partner of ReevesJones discuss ways of making fair balance more userfriendly li ul ul li classbwlistitemmargb bCan technology be empatheticbbrChris Duffey strategic development manager at Adobe and Lexi Kaplin chief product officer at conversationHEALTH talk about how AI can lead to more personalized medicine li ul p The entire library of videos can be found at IconsHealth Additional conversations will be filmed at upcoming major conferences Industry leaders who would be interested in participating can contact a referrerpolicyunsafeurl targetblank hrefmailtoMitchApleyabelsontaylorcom relnofollowMitchApleyabelsontaylorcoma p p bAbout AbelsonTaylorb p p Chicagobased AbelsonTaylor is the worlds largest independent fullservice medical advertising agency offering strategic creative interactive media and client service expertise Were passionate about science and equally passionate about telling the human story hidden within the data To learn more visit a referrerpolicyunsafeurl targetblank hrefhttpsctsbusinesswirecomctCTidsmartlinkampurlhttp3A2F2Fwwwabelsontaylorcom2Fampesheet51924290ampnewsitemid20190111005042amplanenUSampanchorabelsontaylorcomampindex3ampmd5479840d263ebcaebae8842f35f3088ca relnofollowbabelsontaylorcombab band follow the company on a referrerpolicyunsafeurl targetblank hrefhttpsctsbusinesswirecomctCTidsmartlinkampurlhttps3A2F2Ftwittercom2FAbelsonTaylorampesheet51924290ampnewsitemid20190111005042amplanenUSampanchorTwitterampindex4ampmd5c77f34b62ac08983424422315996fa2e relnofollowbTwitterbab band a referrerpolicyunsafeurl targetblank hrefhttpsctsbusinesswirecomctCTidsmartlinkampurlhttp3A2F2Fwwwfacebookcom2FAbelsonTaylorampesheet51924290ampnewsitemid20190111005042amplanenUSampanchorFacebookampindex5ampmd5dcc0475d565676411f6a83d545143214 relnofollowbFacebookba p

SOURCE: BUSINESS WIRE. ©2015 Business Wire


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