The HCA helps uncover innovation // STUART MAYELL

THE HEALTHCARE COMMUNICATIONS ASSOCIATION HELPS

Older readers may remember Restoration, a Griff Rhys Jones-fronted TV show in which Britain’s worst fixer-uppers vied for funding. One contributor spoke of his love for a dilapidated water mill: “I got awful passion for t’ mill,” he told viewers.

Well, an awful passion for innovation burns brightly through every article in this edition. So much so, we idly wondered if it was possible to get married to an idea (it isn’t, but Angel Brown’s piece on the metaverse makes us think it might be in the future).

We’ve seen off another awards season, so two Communiqué judges tell their story, from the almost accidental arrival of Phil Howells in healthcare to industry stalwart David Youds’ experience judging the best and brightest in innovation.

Beyond the glitz of Park Lane’s ballrooms, we’ve tried to span the whole gamut of healthcare communications in this edition. An inspirational jewel of a case study from Bhavin Vaid, of Ferring, nestles in the heart of the journal. Órla Weir, Dipanwita Das, Caroline Shepherd, and Richard Graves reckons the ‘I’ in AI should stand for innovation when it’s used to increase the impact of biomedical publications.

Philip Atkinson and Caroline Stern tell us how Agile principles empower different ways of working.

Langland’s Diane Ross shows us how innovation can cause a chain reaction in clinical trial communications.

I spend months every year teaching the art of creative briefs, so it’s cathartic to read Eliza Hancock of Page & Page and Partners rage about the sorry state of creative briefing, especially the poor, misused, misunderstood and mistreated insight.

Welcome, then, to the second edition of Innovation Uncovered. We’ve avoided the ‘difficult second album’ syndrome. Unlike rock groups, we actively seek ‘creative differences’ to make this journal a success. Do you agree with our contributors (I’m more than on the fence about the metaverse)? Have you got a perspective, case study or idea we need to know about? If so, we’d love to hear from you.

Enjoy, Stuart Mayell

You can send articles, ideas or comments to the editorial team using: innovation@the-hca.org Share on social media using: #InnovationUncovered And please tag the HCA