Syneos Health Communications tackles marketing challenges with Adobe’s generative AI-driven tools.
11-08-2024
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.
“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.”
-Deanna Morgan
Vice President and Presentation Design Director at BoldSky Creative Studio
High stakes and tight deadlines.
While Morgan and her team have used generative AI to face the unique challenges of healthcare marketing, Harvey J. Austin, head of content production at BoldSky Creative Studio has done the same with his video production team.
BoldSky was enlisted to create a video that would define a new era for GSW, a Syneos Health Advertising agency. They were given the “Wondermore” concept, which blends both creative and clinical imagery into a compelling visual story, evoking a sense of wonder by depicting the crossroads of medical science and human imagination.
Tasked with the immense responsibility of an agency-wide rebranding video, The team turned to the dynamic creative tools offered in Adobe After Effects, Adobe Premiere Pro, and Frame.io, Adobe’s video editing collaboration solution.
Time was a constant challenge as the team balanced the need to develop an entirely new look and feel for the GSW brand on a reduced timeline.
“Initially, we had about three months to develop everything. Due to scheduling changes, our timeline was cut by about 45 days, making it crucial to deliver high-quality work quickly,” says Austin.
“It's great to know that incorporating tools like Firefly and Frame.io can help us cut our time to market by up to 50 percent.”
-Harvey J. Austin
Head of Content Production at BoldSky Creative Studio
Technological integration and innovation.
To begin the process, BoldSky worked closely with their client, Daniel Vuyovich, vice president and design director at GSW, to create a detailed pitch that would define the Wondermore universe.
GSW used the Adobe Firefly’s Text-to-Image prompting to generate unique storyboards and previsualizations. The AI-powered app helped streamline the internal approval process by effectively communicating GSW’s unique story to stakeholders.
“Rather than spending 40 hours ideating and looking at source images, Firefly helped us get through internal approvals much quicker. It was incredible,” says Vuyovich. “Interacting with generative AI is like having a creative conversation. It’s like using a really sophisticated pencil —you can still get your ideas out, but the process is much faster and more dynamic.”
The team then turned to production details, including 3D animation and audio design, led by Pasquale Chieffalo, motion graphics postproduction lead at BoldSky.
Drawing on his extensive knowledge, Chieffalo guided his team of animators spread out across the country through the process of developing intricate 3D models and animations in After Effects, bringing the brand’s vision to life.
“With our 3D animators working remotely, coordinating post-production using Frame.io streamlined our workflow, making collaboration more efficient despite our team’s geographic spread,” says Austin. “It’s great to know that incorporating tools like Firefly and Frame.io can help us cut our time to market by up to 50 percent.”
Enhanced outcomes and prospects.
The integration of generative AI capabilities into Adobe’s creative tools has led to remarkable successes, helping Syneos accelerate time to market, streamline collaboration and approvals, generate higher impact and more diverse visuals, and think more creatively.
“We’re definitely going to use Firefly in our workflow moving forward. It pushes us to think creatively in new ways beyond the obvious, which allows us all to grow and adapt to the future of design,” says Morgan.
By embracing these cutting-edge tools, Syneos Health Communications’ creative leaders are redefining the boundaries of what’s possible in healthcare marketing.
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