Kerry Ciociola, Group Creative Director at FCB Health New York, shares some of her favorite projects, her perspective on how health is evolving and what brought her to healthcare marketing.
“It took time to appreciate what a responsibility this industry has,” Kerry said. “I was tired of working on cheese, airlines and banks. Understanding the process by which your cheddar is manufactured is important. But not nearly as important as knowing how to claim agency over your health.”
Notably, Kerry said she is proud of her work on FCB Health New York’s EQL Band, “the first such smartwatch accessory that hears all heartbeats equally, regardless of skin color.”
In terms of the evolution of health, Kerry notes that “the voice of healthcare is changing,” and that it’s “showing up in a much more human way.” She said that AI is playing a big role in creating meaningful, effective creative solutions, sharing AREA 23’s bAIgrapher campaign as an example where AI is used to reimagine reminiscence therapy for Alzheimer's Disease.
“Reminiscence therapy is an effective tool that helps slow disease progression by strengthening cognitive reserve,” she said. “However, it's difficult and time-consuming for patients and their support community. Using AI, this therapy could be controlled through a series of narrative-prompting questions. Patients were left with a wonderful memoir while fighting their disease. The perfect marriage of empathy and science.”
As a healthcare marketer, Kerry tells Muse by Clios her greatest strength is empathy, and being in the “business of people,” she finds it important to approach situations with understanding.
“The better we are at seeing the world from the perspective of our peers, clients and customers, the better we are at solving problems,” she said.
