Checkup - Elke Mermis - FCB Health New York
As part of our ongoing Checkup series, we are asking emerging talent across the globe their hot takes on healthcare, what keeps them ticking, and what they’d like to see more of in the industry.
This week we spoke to Elke Mermis, VP Creative Director at FCB Health New York.
CF: Can you tell us about your career journey so far? What led you to pursue a role in healthcare advertising?
EM: I started out in journalism, so storytelling has always been at the heart of what I do. Then, I moved into consumer advertising, working on brands like Wendy’s, which was a great crash course in creativity and fast-paced thinking.
Healthcare appealed to me because of the complexity. I’ve always liked projects that require creative to ask bigger questions and think more deeply. When I shifted into healthcare in 2015, I liked that the stakes were higher and that what we do has the power to tangibly help people. It felt like the right challenge.
CF: Was there a particular project, campaign, or moment that made you realize this was the right industry for you?
EM: I’ve always enjoyed projects that were a little difficult or thorny. When I got my first medical brief, I expected it to be kind of dry, but I actually loved it. I remember thinking, Oh—this is the kind of puzzle I want to solve, because this matters. That’s when it clicked for me.
CF: What makes healthcare advertising different from other industries you've worked in or considered?
EM: Empathy is a prerequisite to making great work in pharma. In other industries, it’s a bonus. Empathy can make the work better, but it isn’t always the driving force. But in healthcare, it has to be. You can’t create meaningful communication unless you start by understanding someone’s mindset, and what they’re going through. Whether it’s a patient, a doctor, or a caregiver – their experience should be at the center. That level of emotional honesty makes the work harder, but also that much more rewarding.
CF: How do you approach storytelling in healthcare campaigns, especially when dealing with complex or sensitive topics?
EM: By making it human. It’s easy to forget that in a category that’s full of science and regulations: Patients are people. Doctors are people. Every healthcare story is – or should be – a human story.
Clarity is also important, especially when you’re dealing with complex or difficult topics. The most impactful campaigns aren’t just memorable because they’re clever; they’re memorable because they’re instantly clear. You don’t need to sacrifice emotion or nuance to do that.
CF: What’s been the most rewarding campaign or project you’ve worked on so far, and why?
EM: I helped launch Leqvio in 2022 with a TV spot that premiered during the Oscars. Seeing my spot on TV at an Oscar-watching party was a very satisfying moment. On the other hand, I helped launch an EUA COVID treatment during the pandemic on a very demanding timeline, which felt incredibly meaningful and significant. I’ve been lucky enough to balance both kinds of opportunities.
CF: What advice would you give to other emerging creatives looking to break into healthcare advertising?
EM: Healthcare can be difficult to break into, especially for copywriters. There are several agencies that have programs to train people who are looking to switch careers, or start out in healthcare writing – for example, IPG’s Write It Forward program. It’s a great way to learn the specific skills emerging writers will need to navigate the healthcare advertising space.
CF: How do you stay inspired and continue to grow as a creative in such a specialized industry?
EM: A big part of staying inspired is the people I work with. Being around talented creatives who constantly push boundaries keeps me on my toes and reminds me there’s always more to learn. I also find a lot of energy in watching how the industry evolves. The level of craft keeps shifting what’s possible. That’s exciting. It makes me want to keep pushing, too.
CF: If you could change one thing about the perception of healthcare advertising, what would it be?
EM: That it’s boring. Sure, we have to be accurate and exact in our language and in what our ideas represent – but what’s a great brief other than a small box? Creatives love boundaries.
CF: What’s your favourite campaign ever in healthcare?
EM: An incredibly difficult question to answer! I’ll answer with one of the very first ones I remember loving: the Breath of Life app. It’s because it’s so deeply grounded in culture and intuitively makes sense for the target they’re trying to reach. It’s beautiful, it’s smart, and it’s perfect for their audience. Similarly, the Bread Exam: Brilliant because of its specificity.
