Irvine, California, Sept. 28, 2006 — Ignite Health, one of the country's top 20 independent healthcare advertising agencies, has formed Incendia Health Studios to develop and distribute unbranded disease-education programs targeting the millions of people who use the Internet and other digital technologies to seek and share information on chronic diseases. Fabio Gratton, chief innovation officer of Ignite Health and one of the agency's four founding partners, has been appointed president of the new company and will continue in his role with Ignite Health.
"Incendia Health Studios turns the traditional medical marketing and advertising model on its head," Gratton says. "By leveraging the power of new and emerging technology, Incendia will provide an unprecedented number of people with engaging health information tailored to their specific needs and interests. Our main objective is to serve patients and caregivers affected by chronic diseases — they, in essence, are our 'clients.' This makes Incendia Health Studios the first and only 'purpose-driven' media company in the field of chronic disease education."
Gratton, a former Hollywood screenwriter who previously ran an interactive division of FCB Healthcare West, says several factors sparked the creation of Incendia Health Studios. "The need to educate and inform those living with chronic diseases was the driving force, but technology advances, demographic changes, new directions in healthcare marketing, and the emerging growth and power of online social networks around specific diseases also played a critical role," he said. "We saw an opportunity for leveraging the organic nature of these networks to help develop, retain and grow them through programming that addresses their interests and unmet needs."
"Moreover," added Gratton, "the traditional client-driven communication process is strongly influenced by a brand's needs at a certain point in its lifecycle — which means that many pharmaceutical company initiatives tend to have a short shelf life and often find themselves under-funded over time. This leaves a population of patients and caregivers feeling abandoned. By viewing the disease as our client, the needs of patients will continue to be served despite the brand lifecycle of a particular client."
Gratton's personal background — his Hollywood experience, passion for screenwriting, and innovative work with Ignite Health — will influence how Incendia Health Studios operates. Taking a page from Hollywood's motion picture studios, the company will develop projects in much the same way movies are made, from the creation of compelling story concepts through the securing of financing and selection of distribution channels.
Incendia projects will be funded by advertising, sponsorships and grants, but will not promote specific products or services. Gratton notes that public television has done well with this approach, providing audiences with quality, noncommercial programming while giving corporate supporters favorable visibility.
"In today's increasingly strict regulatory climate, healthcare marketers understand the value of unbranded disease education and are seeking ways of engaging in new media while remaining compliant with government and industry regulations," Gratton says. "Incendia Health Studios provides a vital new way for companies to help build awareness of specific diseases and to encourage prevention, early detection, treatment, and patient support. This results in a more informed public and in better perceived corporate images."
Incendia Health Studios' first productions, some of which will expand on programs initiated by Ignite Health, will provide important educational content to people living with HIV, cancer, diabetes and hepatitis B. One of Incendia's debut projects, "Live With It," (www.livewithit.com) is a series of short animations that follows the lives of fictional characters learning to deal with the fact that they are HIV-positive. The series examines the emotional aspects of their journeys and uses a mix of nontraditional media, including a website, podcasts, blogs, message board, partnership agreements and merchandising, to extend its reach to a broad, global audience.
About Ignite Health
Ignite Health is a new breed of advertising agency with a fresh approach to healthcare marketing and communications. By complementing highly focused print strategies with a wide range of tailored electronic strategies — from online advertising and patient education to custom-engineered games and simulations — the company helps clients meet their objectives with unparalleled effectiveness and efficiency. Clients include the Aaron Diamond AIDS Research Center, Amylin Pharmaceuticals, Bausch & Lomb, Cephalon, Eli Lilly and Co., Eyeonics, Genomic Health, Gilead Sciences, Gilead/BMS, Merck Publishing, Novacea, Roche/Trimeris, Refractec and Telik.
Ignite Health is located at 8955 Research Drive, Irvine, CA 92618. For more information, visit www.ignitehealth.com. Incendia Health Studios is located at 8961 Research Drive, Irvine, CA 92618. For additional information, visit www.incendiahealth.com or call (949) 861-3202
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