Author:
Andy Walker, Senior Creative, Inizio Engage XD
At Emota, healthcare is our home turf, our heritage. It’s where we’ve built decades of trust, delivered industry-defining experiences, and made a name for ourselves by solving complex challenges, often in highly regulated industries, with creativity, rigour and care.
But if you’ve seen one of our enthusiastic updates about an immersive sustainability showcase, a jaw-dropping tech launch, or a high-profile brand activation outside the healthcare space, you might have wondered…
What’s in it for me?
Here’s the thing. A significant percentage of what we do at Emota is outside the world of healthcare. And that’s not a distraction, it’s a deliberate, strategic decision that gives us a competitive advantage. It fuels the boldest, most exciting ideas in the work we do for our core healthcare clients.
Working across sectors gives us something invaluable: perspective. Insights from consumer brands, finance, or tech often spark fresh ways of engaging audiences, helping us break away from predictable patterns and find new creative angles. We’re constantly learning, evolving and challenging ourselves which means our healthcare work never stands still.
For example, the immersive brand storytelling we developed for a retail-tech client pushed us to find more interactive, emotionally resonant ways to deliver complex messages. That thinking now lives in the way we approach scientific narratives for congress booths and internal training tools.
While healthcare has its own rhythm (and rightly, its own rules), non-pharma projects governed by different restrictions and regulations often evolve at a different pace. This sometimes permits us freedom to experiment with formats, platforms, tone. Like a creative ‘wind tunnel’, it means we can try things out, refine, and learn fast. Then, bring those learnings into our healthcare work in an even sharper execution.
Here’s something we understand deeply: constraint can be a powerful catalyst. Ask anyone working in our studio – we always prefer a rigid, thorough brief over a blank piece of paper.
The limitations of compliance, accuracy, and audience expectation force us to be more thoughtful. They demand clarity, precision, and restraint. They ask us to innovate within boundaries, rather than in spite of them.
That discipline shapes how we approach creativity across the board. It’s why our storytelling is strategic, why our visual design works harder, and why we’re trusted to handle some of the most sensitive communications in the industry. Our pharma work doesn’t hold us back, it sets a gold standard that all that we produce aspires to.
The cross-pollination goes both ways. Our non-pharma clients value the discipline we bring, the ability to manage multiple stakeholders, navigate compliance and approval processes, and deliver bulletproof creative that can hold up to scrutiny. We take the complexity we’ve mastered in healthcare and apply it to other sectors. It elevates their expectations and our delivery.
In effect, both sides of our business benefit from the other. Pharma gets the benefit of agility, cultural relevance and rapid innovation. Non-pharma gets rigour, quality, and strategic integrity. That interplay raises the bar for everyone – including us.
Top talent wants a challenge. Variety. The chance to solve different problems, stretch their skills and make work that matters. Working across multiple sectors helps us to attract and retain the world-class creatives, producers, strategists and designers that your brand deserves.
This deliberate mix of opportunities keeps our people inspired. Motivated. Incisive. And crucially, it ensures that the people working on your healthcare projects have a broad and dynamic toolkit – not just experience within one sector, but a richer blend of perspectives that leads to more inventive, effective solutions.
For our teams, the work becomes only more gratifying, rejuvenating and rewarding. And, they’ll bring even more energy and passion to the next creative challenge you’ll throw our way.
This isn’t a split personality. It’s a superpower. We’re doubling down on what makes us brilliant and adding layers of insight, innovation and inspiration from tech, finance, fashion and automotive. Because when we bring these worlds together, the work we create is richer, bolder and more effective.
We’ll always champion healthcare’s purpose, people, and possibilities. It’s an extraordinary space, and a privilege to work in it. But it’s precisely because we care so deeply about doing it well that we look to other categories. To stay creative. To stay ahead.
We have a deep-held belief that to do our best work for our healthcare clients, we need to look beyond the boundaries of where we do most of that work.
We need to learn from navigating rules and creating experiences in different contexts. By looking to parallel sectors, we can build on our expertise and integrity in the sector we’re closest to.
Whatever the sector, whatever the stage, we’ll endeavour to create lasting experiences that inspire lasting change. And, we’ll continue to explore, experiment and evolve so we can bring what’s new, back home.
