A new partner in creativity.
Syneos Health Communications is a purpose-built portfolio of agencies delivering innovative health-first, health-only advertising, branding, medical communications, market access, and public relations. It’s part of Syneos Health, a fast-growing, integrated biopharmaceutical solutions company with offices in 6 continents and more than 27,000 employees operating at the intersection of health, technology, and creativity. With its diverse range of services focusing on specialized healthcare needs, Syneos Health Communications’ creative teams must tailor projects to client specifications and various disease states. They need the agility to create and communicate information quickly in ways that best address each clients’ goals, whether that includes using images, videos, animations, and even 3D. And the last thing they need is to get bogged down in the minutiae of endless editing or internal feedback loops.
That’s where Adobe Creative Cloud apps come into play. With Adobe’s world-class software powered by the Adobe Firefly family of generative AI models, teams at Syneos Health Communications deliver high-quality, customized content faster. They produce more in less time, saving valuable hours, and maintain brand consistency across teams and channels, ultimately driving better client outcomes and accelerating project timelines.
Navigating complex healthcare demands.
The Syneos Health Communications video production and presentation design teams are boldly stepping into a new era of creativity, transforming their workflows and setting new standards for creating high-quality content.
Deanna Morgan, vice president and presentation design director at BoldSky Creative Studio — the Syneos Health Communications studio — is diving head-first into Firefly-powered workflows in Adobe Stock and Adobe Photoshop.
These generative AI tools help her team create unique pitch decks that are integral to winning new business, as they showcase the agency’s ability to deliver high-quality marketing content focused on diverse and technical topics. Clients often require specific visuals — hitting a particular medical issue, targeting a certain demographic, and even reflecting the emotions viewers may be feeling — that aren’t readily available with a simple stock image search.
Morgan and her team often need to turn projects around incredibly quickly, which creates a challenge when image creation and manipulation take multiple days to complete. “One of our main challenges was short project timelines coupled with limited availability of images. We didn’t always have the time to create high-impact visuals,” says Morgan.
Customizing content for diverse needs.
Looking for new and creative ways to solve her team’s challenges, Morgan turned to the generative AI capabilities within Stock and Photoshop, made possible by Firefly.
The Generative Fill feature in Photoshop allows her team to quickly customize key design elements with simple text prompts, adding or removing content from images. “With Firefly in Adobe Stock and Photoshop, we could find the perfect image and make quick adjustments. What used to take us about 12 hours for initial concepting now takes half that time,” says Morgan.
While promoting a pharma client’s diversity, equity, and inclusion council, Morgan used the generative AI Text to Image feature in Stock. By inputting prompts for people in their 40s or 50s from a diverse range of backgrounds, she represented each demographic without losing the look and feel of the client’s brand.
“I got very specific with the AI prompts and I was able to find every age and demographic needed for that presentation. I would say about half the deck was AI,” says Morgan.
These new features have enabled her team to create high-quality presentations that have significantly contributed to Syneos Health Communications gaining more business.