The Bloc's Scott Kearney on Solving Your Way Out of a Corner in Healthcare
Scott Kearney, art supervisor at The Bloc, is passionate for all things that challenge the creative mindset, from music to photography to design. He's been in pharmaceutical advertising for more than seven years, creating compelling ideas through the lens of extensive storytelling capabilities at large for clients including AbbVie, Alkermes, Becton-Dickenson, Merck, Pfizer and Regeneron.
Scott taps into a diverse skill set, including photography and a background in audio engineering to help elevate any narrative. He approaches each piece of business with heart, deeply rooted in the belief of "being a good human," and demonstrates that mantra in everything he produces. Each therapeutic category regardless of target audience—global or U.S. markets, HCP or consumer—receives the same amount of creative framework that leads to a rich, innovative idea for a greater good.
Scott has a bachelor's degree in graphic design and visual communications. In his spare time, he enjoys seeking a broadened perspective through travel and experiencing different cultures. He loves to harness the simplicity of nature and ride the waves right outside his home in Harbor Isle, New York.
We spoke with Scott for our series Checkup, where we chat with leaders in the healthcare marketing space.
Scott, tell us...
Where you grew up, and where you live now.
I grew up in Lindenhurst, Suffolk County, Long Island, New York, grew up more in Astoria, Queens, and now rooted in Harbor Isle, Island Park, New York.
How you first got into healthcare marketing, and what attracted you to it.
I took a chance on a career pivot. After doing the rounds with recruiters, I landed a presentation designer gig. From there I evolved from the studio to creative, where I truly learned to love the craft and ways to communicate with audience(s). What attracted me to healthcare was the ability to help others creatively. I always loved solving complex challenges through art and science.
Something people might not know about the healthcare industry.
The healthcare industry, or as some coin it "Big Pharma," is often considered not as glamorous as the consumer world, yet it is a crucial part of our everyday lives. It may be creatively restricting, but that is also the beauty of it. It really tests your ability to navigate a problem with an end result that is truly worth the journey.
A recent project you're proud of.
In early 2021, I helped launch the "Walking Away" campaign for Vivitrol—alcohol and opioid dependence treatment(s). This process was such a joy to be a part of for the sheer craft and execution. We had the pleasure of collaborating with well-renowned photographer Ale Burset, whose vision really elevated everything. All props and sets were captured in-camera.
More recently we launched the social campaign #OurVoicesOurStories with BD to commemorate the 100th year anniversary of insulin for World Diabetes Day. The team behind the gorgeous CGI video content was Traffic Studio, based out of Colombia, who were able to recreate the past to connect with our future using sound. What's amazing about this experience is the global aspect behind the production while also producing something celebratory and different in the diabetes space.
Someone else's project in healthcare that you were impressed by recently.
There are two things I live in advertising—breaking the mold and changing a collective mindset. Medmen did just that with their collaboration with Spike Jonze in a short filmed titled "The New Normal," which chronicles the history of cannabis, how it will become commonplace in everyday life, and maybe even the health space.
A major challenge facing healthcare advertisers today.
A byproduct of pandemic has opened the doors to new ways for seeking care. Recovery from the world going dark for a while still has a long road ahead, but it forced us to adapt, find more efficient ways to communicate, and work smarter on both the client and agency sides.
One thing about how healthcare is evolving that you're excited about.
Telehealth and access are continuously optimizing and allowing more reach to more people regardless of geography. As a result of remote care, HCPs and treatment providers can reach more people sooner.
How healthcare can attract more creative talent.
Creativity is solving your way out of a corner. Healthcare is a corner that doesn't pique the interest of most creatives due to restrictions, guardrails and never-ending med legal reviews. It takes a special type of brain to embrace that restraint and see it as an opportunity to make work that truly is unique. At the end of the day, we, the creatives, our friends, and our families are the audience.
What would you be doing if you weren't in healthcare marketing?
Ryan Reynolds already exists, so I can't try to be him, but I would probably be illustrating comic books (preferably for Marvel), running a themed bar/small business for better co-op workspaces of sorts, or still dreaming of being a financially stable touring musician. The possibilities are endless.