New healthcare training from IPA

The IPA is to launch a unique new training course to introduce agency staff, working on healthcare accounts, to the healthcare advertising and communications sector.

The course, which will take place at the IPA later this year, will provide valuable insights for those beginning their careers at healthcare agencies. Topics covered will include:

  • The research and development process
  • Types of medicine and which code to follow for each
  • The importance of healthcare brands

The foundation-level course is being developed by the IPA Healthcare Group under the leadership of its new Chair, Sarah Sowerby, Founder of Wordbird.

The IPA Healthcare Group identifies, develops and promotes best practice in healthcare advertising and champions the best healthcare creative work to raise the real and perceived value of healthcare agencies. Sarah succeeds Phil Bartlett, MD of CDM London as Chair of the IPA Healthcare Group.

Says Sarah Sowerby, “Quite rightly, ours is a highly regulated industry, and it is vitally important that healthcare agency staff have access to outstanding general, and healthcare-specific, training. This new course will explore medicines development and the role of creativity in promoting medicines to healthcare professionals and consumers. It will also signpost the codes of practice that govern our work so participants can do specific training on codes, as a next step, if they wish.”

In addition to this bespoke new training the IPA Healthcare Group will continue to champion creativity and the best of healthcare creative work, and build on its existing research into millennial medicine habits.

Sarah’s biography: Sarah is Founder of Wordbird, a creative agency, specialising in health. Sarah is a graduate of King’s College London. She started her career at Luxford Advertising as a copywriter on Valentine’s Day 1990 – it was love at first write. After a short spell out of the advertising industry with the stop smoking charity, QUIT, Sarah joined Paling Ellis, (later Paling Walters and now TBWA WorldHealth) becoming Copy Chief within a year. Sarah held this role for over 12 years. From 2006-2012 Sarah worked freelance, consulting for over 30 healthcare communications agencies. Sarah has worked for the vast majority of pharmaceutical company clients, across almost all therapeutic categories on some of the world’s most famous pharmaceutical brands. She has created campaigns for all health audiences. She regularly judges healthcare creative awards and sits on the PAGB Associate Member Committee. Sarah is passionate about giving young talent their break in creative healthcare communications and champions training and development for all. Sarah is married to her business partner, Creative Director, Andrew Nicholson and is mum to two (almost) grown-up sons.

Last updated 21 January 2022