IPG Health's Cannes Lions 2024 jurors share health, wellness and pharma trends to watch

As the 2024 Cannes Lions International Festival of Creativity quickly approaches, jurors from IPG Health including AREA 23’s Creative Director Danielle Decatur and McCann Health China’s Executive Creative Director Pierre Loo shared their predictions for pharma, health and wellness via Pharma Live.  

Danielle highlights mental health as one key area of focus for health and wellness, noting that following the pandemic, people are seeing mental health as a crucial part of their overall health. She also said many brands are using their brand values, aspects like altruism, generosity and hope, to connect with customers. 

Pierre expects rare disease marketing to be a standout trend in pharma as companies prioritize increased awareness of lesser-known conditions. 

“As rare disease treatments continue to be a focus for many pharma R&D pipelines, the industry is expected to prioritize creative solutions that drive diagnosis, education, and access for these critical patient populations,” he said. 

Pierre also predicts technologies like artificial intelligence, virtual reality, and voice interfaces will be at the forefront.  

“Innovative applications of these technologies that prioritize human-centered design and positive social impact are likely to be highlighted and celebrated at the festival.” Pierre said. 

Danielle notes that AI continues to trend within the health and wellness category as well. 

“Innovative ideas that move beyond the errors of the technology are offering real solutions that the humans behind the screen can really use,” she said. “This signals the industry is employing its own bit of machine learning by understanding AI’s patterns, including its flaws, and then taking it further with human intrigue to create something anew.”