This document summarizes a presentation given by Rob Schwartz, global creative president of TBWA\WorldHealth, about a new approach to health marketing. It discusses how most health advertising makes people feel sick, but that a new Facebook app took a humorous, conversational tone from the user's perspective rather than the manufacturer's. This approach was more successful by treating healthcare like any other consumer product and showing that the best ideas and talent can come from advertising agencies rather than manufacturers. The presentation concluded with a summary film and discussion.

1. I Wish I Did That
4Aʼs Transformation:TheIdeaEffect
New Orleans, March 2013
Rob Schwartz
Global Creative President TBWA

2. Me
Creative Director
Writer
Flu Sufferer

3. I wish I did this

4. Most health-related
advertising and marketing
makes us sick.

6. Big Biz: OTC Sales in 2011
$17.4 Billion
source: CHPA (Consumer Healthcare Products Association)

12. Written from the point-of-view
of the user.
Not the manufacturer.

15. Lawyers with a sense of humor

17. A Smart Facebook App

18. Some Learning
1. People love brands that talk like people
2. Healthcare is the new “Packaged Goods”
3. The talent is in the agencies

19. Summary Film

20. Discussion.