Interview with Taylor Preston from United States

Faktory is a full service advertising agency with a specialty in healthcare and it's not all we do but we're pretty great at it. My tenure at Faktory spans over a decade. In my capacity as a creative director, I am deeply involved in strategizing, conceptualizing, and executing creative campaigns for our clients. Additionally, I provide oversight to the creative department, ensuring the realization of the creative vision.

When appropriate, this video and campaign required showcasing real children grappling with real medical conditions. One of the talent featured in the spot has vitiligo. She was a little scared to do the project but wanted to be a part of it because she doesn't see a lot of people like her. Representation truly matters.

At first glance, a pediatric hospital can feel like a sad and heavy place. But the longer you're there, the more you bear witness to pure strength. Our intention was to remind people that setbacks are part of success. And that while the doctors are impressive, it's the kids who fight and win.

In terms of healthcare marketing, particularly in pediatrics, the industry is inundated with stories that tug at your heart strings. While those stories have a place, it was important to develop a campaign that felt more raw. We wrote a story that featured children in their vulnerability that also revealed their strengths. We tapped into a unique angle that resonated deeply with a lot of people.

This campaign for Primary Children's Hospital directed families to a website we created at HereKidsWin.com. There, families could discover the triumphs of numerous children who had been under the care of Primary Children's Hospital. Even better, families had the opportunity to share their own experiences there, serving as a source of inspiration for others during challenging times.

The video component of this campaign is emotional. We also leveraged in-facility assets featuring real patients to directly connect with families who were spending time at Primary Children's - those who needed to be encouraged the most.

This included utilizing elevator wraps, posters, screensavers, and even postcards for providers to pass along. All of these elements led people to the website, HereKidsWin.com, where they could find the hope a lot of them desperately need.

Winning awards are gratifying. They help validate hard work, late nights, and the countless team members who do their best to make a project the best!

In their most vulnerable moments, children demonstrate remarkable resilience. Faktory discovered that this spirit is ever-present at Primary Children's Hospital. As a nationally renowned pediatric hospital, the Primary Children’s Hospital serves as a haven parents turn to when their children are at their weakest. Interestingly, it's the very place these children prove to be strongest.

Through the creation of a deeply emotional video, Faktory effectively showcased how setbacks are an integral part of success. The video emphasized that children are not only fighters but also winners. Our decision to enter this piece stems from our belief in its capacity to connect with people.

From an advertising perspective, the healthcare industry is distinct in a lot ways. First, there's the challenge of audience fragmentation. A hospital system has multiple audiences that all need to be reached in different ways. Communicating with and reaching out to a cardiac patient differs significantly from the approach you'd take with expectant mothers.

Next, the healthcare industry is complex, particularly within the United States. There are instances where the task at hand involves simplifying complicated subjects within an ever-changing landscape.

Last, healthcare is profoundly personal.

The United States is the only developed country that does not provide universal healthcare. It's also home to world-renowned institutions and organizations that are responsible for numerous ground-breaking achievements.

I anticipate that more organizations will continue to invest in analyzing the social determinants of health, aiming to better predict, prevent and improve the health of individuals and communities.

Additionally, I envision a significant integration of AI into healthcare. These technologies already play a role in predicting patient outcomes and trends, and they are likely to evolve into tools that aid providers in better diagnosis and communication. I see AI also assisting patients in gaining a better understanding of their own health.

My mother is an artist. She can draw, paint, and sew, among other things. She puts a lot of energy into her projects, even the seemingly small ones. Because she is creative, she made sure to cultivate my own creativity. She continues to champion me throughout my career.

The difference between good and great lies in the details.