The "Wicked" prescription: Humanising healthcare marketing

Wicked isn't just a beloved musical and blockbuster movie; it's a blueprint for impactful storytelling that resonates on a deeply human level. It’s a powerful reminder that there's always more than meets the eye, that narratives are shaped by perspective, and that authenticity resonates deeply. This POV explores how healthcare brands can learn to craft more authentic and engaging narratives that connect with humans at all levels - patients and healthcare professionals alike.

Beyond its dazzling spectacle, the story of Elphaba and Glinda explores themes of prejudice, social injustice, the power of perspective, and the complexities of friendship, all of which resonate within the healthcare landscape. By embracing the “Defying Gravity” spirit, brands can move beyond superficial messaging and create genuine connections with their audiences, ultimately contributing to a more equitable healthcare experience.

Beyond green skin: The power of authentic storytelling

In a world saturated with too much information, authenticity will always cut through the noise. Authentic representation is not a marketing tactic; it's a moral imperative, and Wicked demonstrates this beautifully. From the moment of her birth, Elphaba's green skin marks her as "other". She is instantly judged, feared, and ostracised, a powerful metaphor for the biases and disparities that exist within our world and healthcare system. Marginalised communities, based on race, ethnicity, socioeconomic status, sexual orientation, or disability, often face similar prejudice, leading to unequal access to care, misdiagnosis, and poorer health outcomes. Just as Elphaba's inherent goodness is obscured by her outward appearance, the unique needs and strengths of diverse patient populations are often overlooked. Brands can defy these labels by:

Mirroring the real world: Showcase the true diversity of the patient population in all marketing materials, moving beyond tokenism.

Amplifying marginalized voices: Actively seek out and share the stories of patients from underserved communities. Give them a platform to share their experiences and perspectives, challenging dominant narratives.

Challenging implicit biases: Develop campaigns that address unconscious bias in healthcare and promote cultural competency.

Celebrating individuality: Recognise that patients are not defined by their demographics. Emphasise personalised care and tailor messaging to individual needs, preferences, and cultural contexts.

Finding common ground: The magical power of understanding

Initially marked by misunderstanding and rivalry, the complex relationship between Glinda and Elphaba evolves into a powerful testament of understanding and connection. Their journey highlights the importance of listening to different perspectives, finding commonalities, and working together towards shared goals. This resonates deeply within the healthcare landscape, where effective communication and collaboration between patients, HCPs, and other stakeholders are essential for positive outcomes. A few things to learn and put it into practice:

Holding space for dialogue: Facilitate open communication between patients and HCPs. Encourage active listening and respectful exchange of perspectives.
Focusing on shared humanity: Emphasise the common desire for better health outcomes and patient empowerment.
Investing in the patient journey: Deepen understanding of the unique challenges and needs of different patient populations through research and journey mapping. Use insights to develop targeted campaigns that address specific pain points and improve the overall patient experience.

From Oz to action: Making compassion + advocacy popular

Elphaba's transformation from a misunderstood outcast to a powerful advocate for the vulnerable reflects the journey many patients face as they navigate the complexities of healthcare. Her unwavering empathy for the animals of Oz being systematically silenced and oppressed, underscores the critical need for healthcare brands to champion the underserved and advocate for equitable access to care. Brands can embody these principles by:

Championing health equity: Develop campaigns that address health disparities and promote access to care for marginalised communities.
Prioritising patient-centricity: Place the patient at the heart of all marketing efforts. Focus on their needs, concerns, and experiences, and develop messaging that resonates with their lived realities.
Embracing authenticity: Move beyond superficial marketing tactics and prioritise genuine engagement. Communicate with honesty, compassion, and a genuine commitment to patient well-being. Show vulnerability and acknowledge the complexities they face.
Investing in long-term impact: Shift from a transactional approach to a relationship-focused approach that can make lasting connections.

The Wizard's grimmerie: Putting wisdom into practice

If there’s one thing we all wished would have happened, it’s the moral compass of the Wizard of Oz to care and not be a complete fraud. Building an authentic brand requires more than just words. It requires a commitment to transparency, a willingness to listen, and a genuine desire to make a difference. Don’t follow the Wizard’s path and put these actionable strategies into reality:

Invest in deep understanding: Go beyond demographics and delve into the lived experiences and motivations of patients and HCPs.
Co-create content with your audience: Involve patients and HCPs in the content creation process, ensuring that your messaging is authentic and resonates with their needs.
Focus on shared experiences: Create content that reflects the real-life experiences of patients, acknowledging their challenges, celebrating their triumphs, and creating community.
Humanise the healthcare journey: Move beyond clinical language and communicate with empathy and compassion. Use storytelling to make complex medical information more accessible and relatable.

Measure the impact of your storytelling: Track engagement metrics, analyse feedback, and continuously refine your approach based on what resonates with your audience.

Dancing through life: Building a lasting impact for good

Beyond specific marketing tactics, Wicked offers timeless insights into the human experience, reminding us of the complexities and nuances that drive behaviour and shape perception. All are relevant in aiming to connect with people on a deeper level:

Complexity of human motivation: Like Elphaba and Glinda, individuals are rarely simply "good" or "bad". Motivations are complex, influenced by personal experiences, societal pressures, and deeply held beliefs. Understanding these nuances is crucial for effective communication.
The peril of misinformation: The Wizard's manipulation mirrors the dangers of misinformation in healthcare. Brands have a responsibility to counter misleading narratives with clear, accurate, and evidence-based information.
The weight of labels: Elphaba's green skin becomes a defining characteristic that leads to prejudice and ostracisation. This highlights the impact of social stigma on individuals' well-being. Promoting inclusivity and challenging negative perceptions is crucial.
Value of language: Just as Wicked's lyrics and dialogue convey complex emotions, healthcare communication must be clear and free of jargon, creating a safe space of understanding and trust.
Importance of empathy: By encouraging us to see the world through Elphaba's eyes, Wicked underscores the importance of empathy. Acknowledging the emotional and psychological impact is crucial for building strong patient-provider relationships.
Universal need for belonging: Elphaba and Glinda's search for identity and belonging resonates with the human desire for connection, especially for those facing chronic illness or rare diseases. Fostering a sense of community is essential.
Opportunity for growth: Despite facing numerous challenges, Elphaba and Glinda evolve and grow throughout the story. This highlights the human capacity for change and the importance of hope.

The enduring power of Wicked isn’t just a captivating story; it's a mirror reflecting our shared humanity, a call to action for a more just and compassionate world. This isn't a fleeting “one-short-day" visit to the Emerald City; it's about embracing a long-term commitment to the values the tale of Elphaba embodies – a journey of transformation. Healthcare brands that embrace the musical's core message can lead to the power of empathy to bridge divides, the imperative to challenge injustice, and the potential for understanding to heal, which can move beyond superficial marketing and create truly meaningful connections. This human-centric focus can resonate within the hearts of patients and HCPs, ultimately contributing to a healthcare ecosystem that prioritises the well-being of all, green skin or not.