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Ogilvy CommonHealth Worldwide and Central Saint Martins Harness the Power of Health Data Through Creativity

Written by: | | Dated: Friday, June 19th, 2015

CANNES, FRANCE–(Marketwired – Jun 19, 2015) – In a session entitled “Statisticians + Creatives: A marriage made in hell?” at Lions Health 2015, Ogilvy CommonHealth Worldwide (, the health behavior specialists of Ogilvy & Mather (, and a WPP company (NASDAQ: WPPGY) (, today unveiled exploratory ideas and conversation starters from an initiative with world-leading art and design school, Central Saint Martins (

In a world where there is more health data available than ever before, healthcare professionals are now expected to be able to analyze and interpret increasingly complex clinical data, and communicate this to patients to make collaborative health decisions with them rather than for them.

One study suggests that only 36% of physicians indicated that they could communicate risk effectively in a numerical format. In another study, less than one-quarter of physicians supplied information that was both complete and transparent.

This disparity can negatively impact clinical decision making and health outcomes. Ogilvy CommonHealth Worldwide’s collaboration with Central Saint Martins marks the first step in a journey towards redressing this. This first initiative invited students from the Graphic Communication Design Programme to explore how to make health data more accessible to health professionals and patients alike.

Over time, the aim is to invite the creative community to explore some of the big questions that have arisen as a result of this initial collaboration:

  • Are we prepared to go beyond first impressions and enter into deeper relationships with statisticians, healthcare professionals, and patients?
  • How can we work within existing conventions to maximize clarity, facilitate comprehension, and maintain authority and trust?
  • Are we ready to explore the opportunities and obstacles of multiple and multifaceted communication channels?
  • How might we use responsive and dynamic graphic communication solutions to personalize and humanize support and respect patients as individuals?

David Davenport-Firth, Executive Vice President, Health Behaviour Strategy & Intervention at Ogilvy CommonHealth Worldwide, said: “Data have always been at the heart of evidence-based medicine, but we are entering a new and exciting era. More and more data are now available to health professionals, patients, and consumers, through self-monitoring technology and the emerging ‘Internet of Things.’ Such data are impotent unless they can be adequately comprehended and appropriately incorporated into decision making.

“The challenge of the 21st century is therefore less about data capture: it is more about its effective communication. Within health, this is a deeply human undertaking. At Ogilvy CommonHealth Worldwide, we strongly believe there’s a need to apply creativity to the communication of health data with as much passion as is applied to other communications. Health data needs to be enticing, engaging, and most importantly, understandable. This is why we’re so excited to have embarked upon a collaborative journey with world-leading Central Saint Martins: an experience that has already proven to be stimulating, inspiring, and rewarding.”

Rebecca Wright, Programme Director, Graphic Communication Design at Central Saint Martins, added: “It has been fantastic to work with Ogilvy CommonHealth Worldwide on this project, a company who share our ambition to push at the boundaries, and challenge convention. In response to a demanding brief, our students have produced ideas and concepts that propose new ways to communicate complex health data in humane and user-centered ways. Their solutions range from the systems-orientated and easily implemented to inspiring visions for the future of healthcare communications. This collaboration has provided a unique opportunity to explore how graphic communication design can play a transformative role improving lives and to demonstrate the social value it can bring.”

Ogilvy CommonHealth Worldwide and Central Saint Martins will be inviting people to join the debate on Twitter using #healthfuldata and mentioning:
@OgilvyHWUK @CSM_news.

Notes to Editors
About this project:
This initiative marks the inauguration of exploring an exciting collaboration between our two organizations: Ogilvy CommonHealth Worldwide and Central Saint Martins. The 21 students who elected to take part in this initial assignment come from the Graphic Communication Design Programme at Central Saint Martins. They are second-year BA Graphic Design and first-year MA Communication Design students from 11 different countries.

About Ogilvy CommonHealth Worldwide:
Ogilvy CommonHealth Worldwide is committed to creativity and effectiveness in healthcare communications, everywhere. Our global headquarters are in Parsippany, NJ, with additional hubs in New York, London, Paris, and Singapore. We maintain multiple additional offices in markets critical to our clients’ global aspirations. Ogilvy CommonHealth Worldwide provides marketing services including behavioral insights, content strategy and management, digital, interactive and new media services, marketing analytics and research, media planning and buying, medical education, payer marketing and market access, professional advertising and promotion, public affairs and relations, relationship marketing, sales training development, social media and social listening, and wellness and consumer advertising and promotion. The network also offers scientific communications and publications planning services through a wholly owned separate legal entity. The organization houses and maintains individual Ogilvy CommonHealth and Ogilvy Healthworld brand identities within the marketplace.

About Central Saint Martins:
Central Saint Martins (CSM) is internationally renowned for the creative energy of its students, staff, and graduates with an exceptional reputation for educating foundation, undergraduate, postgraduate, and research students in arts, design, and performance. CSM’s award-winning campus at King’s Cross opens opportunities for creative collaboration and has provided an outstanding social scene for students.

Alumni include: Alan Aldridge, Jonathan Barnbrook, Sarah Burton, Hussein Chalayan, Terence Conran, Michael Fassbender, Alan Fletcher, Antony Gormley, Tom Hardy, Dylan Jones, Isaac Julien, Christopher Kane, Stella McCartney, Helen McCrory, Alexander McQueen, Morag Myerscough, Phoebe Philo, Sandy Powell, Yinka Shonibare, and Joe Wright.

CSM is part of University of the Arts London, an international centre for innovative teaching and research in arts, design, fashion, communication and the performing arts. The University is made up of six Colleges: Camberwell College of Arts, Central Saint Martins, Chelsea College of Arts, London College of Communication, London College of Fashion, and Wimbledon College of Arts.

Source: Marketwired Biotech

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