Many of my contemporaries, who manage consumer agencies, are often sceptical when I talk about the opportunities, talent & innovation that is prevalent in healthcare communications. They shudder at the science & fear the regulations. They believe that in a world of detail, creativity cannot thrive. I would argue the greater the challenge, the more numerous obstacles, the bigger the risks – the more exciting the creative opportunity. Then there is the impact, improving the lives of patients, their families & friends. We work with some pioneering companies and are incredibly privileged. I believe that we play a crucial role in the next era of health.