Let’s Talk About It: Award Season for Healthcare Marketers
Healthcare marketing is no longer the quiet kid at the creative table—it’s bold, brave, and finally getting the recognition it deserves. In this episode of The No Normal Show, Stephanie Wierwille, Mindy Adams, and Desirée Duncan peel back the curtain on what really makes a campaign award-worthy—and why the recognition matters more than ever.
From judging the Effies to spotlighting SHIFT Nursing’s Webby-nominated documentary, “Everybody’s Work“, this episode is packed with real talk, cultural cues, and the work that’s shaping healthcare’s next era.
SHIFT: A Win for Storytelling, Equity, and Nurses
Everybody’s Work, a documentary created in partnership with the Robert Wood Johnson Foundation, is up for a Webby Award. This film, part of the broader SHIFT Nursing platform, tackles racism in healthcare head-on through the lens of nurses. It’s raw, human, and designed to spark real change.
SHIFT was nominated in the top 12% of all 13,000+ entries. That’s not just a win for the campaign. It’s a win for the conversations it’s making possible.
Why Awards Matter (Spoiler: It’s Not the Trophy)
Awards like the Effies, Cannes Lions, and the Webbys do more than fill a shelf. They validate strategy, spotlight effectiveness, and set the tone for what’s possible in healthcare.
Here’s why they matter:
- They legitimize risk. Bold ideas need brave clients. Recognition helps make the case.
- They push strategy forward. To win, your insight, execution, and impact must align.
- They shift industry culture. Winning work often changes how the industry defines success.
This isn’t about vanity. It’s about using creative power to solve real problems—and doing it with craft, courage, and heart.
From Cement to Spreadsheets: What’s Winning (and Why)
The team also broke down some of last year’s standout award-winning campaigns. What they had in common? None of them played it safe.
Sol Cement – “Sidewalks to See”
A cement brand reimagined urban sidewalks with braille-style tiles to help visually impaired people navigate cities. Unexpected? Yes. Game-changing? Absolutely.
Spotify – “Spreadbeats”
To target media planners, Spotify built an entire music video inside a spreadsheet. Nerdy? Sure. But it broke through the B2B noise—and earned serious recognition.
Dramamine – “The Last Barf Bag”
A cheeky farewell to the barf bag, thanks to Dramamine’s effectiveness over decades. Weird. Smart. Unforgettable.
These aren’t just ads. They’re inventions, experiences, and fever dreams that somehow got made—and won big.
Lessons from the Effie Awards Judging Room
Stephanie and Mindy judged the final round of the Effies this year—and brought back some unfiltered insights. The biggest takeaway? The funnel is dead.
Healthcare marketers need to embrace what Stephanie calls “surround sound storytelling.” Retail and commerce categories are leading the charge here—hyper-personalized, non-linear, and culturally in-tune.
Also: results matter. At the Effies, flashy doesn’t win. Effectiveness does. That means solid measurement, clear objectives, and outcomes that actually moved the needle—on business and on public health.
Award shows aren’t about applause. They’re about pushing boundaries, raising standards, and making the case that healthcare marketing can be just as bold—and impactful—as any other category.
Vote for SHIFT Nursing in the Webby Awards now
