Transforming Life Stories into Art: Tash Beecher from Syneos Health Shares Her Creative Journey | Muse by Clios

Tash Beecher is the creative director at Syneos Health, with nearly 20 years in the creative communications industry. Her journey combines creativity and healthcare, driven by a belief that everyone has a story worth telling. She is also active in LGBTQ+ advocacy through groups like Outvertising.

In a recent chat, Tash shared insights on her career, the role of AI in healthcare creativity, and her approach to creativity.

How It All Started

Tash began her journey in pharmacy, hoping to blend her love for science with writing. While studying, she interned in medical writing, contributed to her university’s magazine, and worked as a lab technician. A chance conversation in an elevator sparked her interest in health advertising. Fast forward almost two decades, and she now leads a creative department, collaborating with her partner, Steve.

A Memorable Project

One of her standout projects involved creating a “gut space” for a probiotic client. They used theatrical techniques to represent gut issues in a playful way, including a humorous “shit cannon.” Although the project didn’t finalize due to client changes, it showed how creativity could address serious health topics with humor and insight.

Recent Achievements

Tash is particularly proud of her work with AstraZeneca on Forxiga. They partnered with a sound design agency to bring scientific data to life. Instead of just presenting numbers, they created an engaging audio experience that resonated with audiences, making complex information accessible.

Diversity in Creative Work

With ongoing discussions around diversity, Tash stresses the importance of varied perspectives in creativity. "When the world zigs, zag," she says, emphasizing the need for unique viewpoints that break through the noise. Diverse teams can create engaging content that truly resonates with people.

Channeling Life Experiences

Tash believes that the best creative ideas come from real-life experiences. By drawing on personal moments and emotions, she creates relatable content that connects deeply with audiences. This approach makes healthcare advertising more impactful and human.

The Future of Health and Creativity

She is excited about how AI is changing the landscape of health marketing. AI can enhance creativity by providing data-driven insights. Rather than relying on gut feelings, marketers can now base decisions on solid data, making clients more open to innovative ideas.

Personal Insights

Tash identifies her optimistic tenacity as her greatest strength. This means she passionately pursues creative opportunities, believing in their potential until others see it too. Conversely, she also acknowledges her empathy as both a strength and a weakness. Feeling others’ emotions deeply helps her creativity but can make transactions challenging.

A Surprising Hobby

In her spare time, Tash enjoys birdwatching, which might surprise many. She even has tattoos of birds, reflecting her passion for nature. Alongside this, she stays active as a runner, training for ultramarathons and triathlons.

Conclusion

Tash Beecher’s unique blend of creativity and healthcare insight highlights how storytelling can transform public perception about health. By leveraging personal experiences, diverse viewpoints, and innovative tools like AI, she continues to shape the future of health marketing in engaging ways.

For further insights into the role of AI in healthcare, consider exploring this study by the American Medical Association.

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