Compilation "Cannes! Cannes! Cannes!" ⑧ Lions Health Dentsu Inc. Seminar Theme: "Advertising Medicine"

Dentsu Inc. held seminars themed around "Advertising Medicine"

At Lions Health, 18 seminars were held by advertisers such as AstraZeneca and Unilever, as well as specialized agencies in the health sector. Dentsu Inc. conducted a seminar titled "AD-MED (Advertising Medicine) – Activating Healthcare Behavior Through Communication."

This was the inaugural Lions Health event. Naturally, everything—attendees, seminar content, submitted works—was new.

Dentsu Inc.'s seminar theme this time was "Advertising Medicine" (AD-MED). This concept involves using advertising creativity to convey medical information clearly and activate people's health behaviors. This consumer-centric approach provided an opportunity to clearly demonstrate "what the power of creativity can achieve in the healthcare field."

At the seminar, Associate Professor Takanori Takebe of Yokohama City University and I gave presentations. Through a dialogue between a "physician" and an "advertising professional," we introduced the current reality: while aging populations create medical challenges, technology can complement these needs. From a consumer perspective, this reality means constantly facing decisions about "how to use" the information generated by technology, signaling an era of "new common sense."

Next, we presented real-world examples where creativity solved these challenges: the salt-reduction experiment at Dentsu Inc. Headquarters' employee cafeteria ("Tanita Cafeteria"), Sekisui House's "Sumumu Lab" showcasing health technology, and the "Smile Matsuyama Project," an app platform engaging the community to improve residents' health scores. Leveraging three core strengths of the advertising industry will become essential going forward: designing medical information for clarity, devising activation strategies that prompt natural behavior, and connecting multiple stakeholders to ensure sustainability.

Amid a scarcity of seminars touching on solutions for developed markets, the audience response was highly positive. It underscored the expanding potential for creativity in the healthcare sector—an area attracting significant global attention and growing demand.