SXSW Panel Recap: A Pop Culture Rx: How Health Meets Tech and Creativity
Newhouse junior Emily Friedman attended the South by Southwest festival in Austin, Texas, as a 2025 Weiss Center Brand Ambassador.
At SXSW in Austin, Texas, we heard from leading voices in healthcare communications who explored how the intersection of health, technology and pop culture is reshaping the industry. In a panel on the healthcare innovation conference track, Chris Lieber, executive vice president at starpower, and Alyson Hagert, head of social media at Real Chemistry, highlighted how brands are leveraging digital innovation and influencer partnerships. Some key takeaways include:
The Power of Influence in Healthcare
Authenticity is key in health marketing. Lieber stressed that people trust real experiences over brand messaging. The focus is shifting from single influencer campaigns to long-lasting partnerships, encouraging ongoing engagement. “Influencer partnerships shouldn’t be a one-and-done moment,” he emphasized.
Data-Driven Creativity
Brands are leveraging insights to craft compelling stories. A standout example was MiraLAX’s campaign, which used research linking stress to constipation in order to create a humorous collaboration with the actors on Hulu’s “Broad City.” Data revealed that television show’s audience aligned closely with MiraLAX’s target demographic, reinforcing the campaign’s resonance and success. This strategic blend of data and creativity significantly boosted consumer engagement and authenticity– breaking the stigma in a hilarious way.
MiraLAX® Exposes The Gut Gap™, Proving Women are More Stressed and More Constipated than Men
Overcoming Compliance Barriers
Regulations often slow the production of campaigns, but proactive collaboration with legal teams can help brands be efficient in their messaging. Lieber pointed out that artificial intelligence-driven scenario planning is now helping brands anticipate compliance risks and navigate potential roadblocks more effectively.
The Future of Health Marketing
Social media has transformed healthcare messaging into an interactive experience. The panelists believe that digital media and influencer marketing will continue driving crucial health conversations, breaking stigmas and shaping the future of public health. Lieber concluded, “When you hear from someone who really gets it, that’s when the conversation shifts. And shifting the conversation is how we create real change.”
Attending this panel was truly inspiring, offering invaluable insights from industry leaders dedicated to pushing the boundaries of healthcare communication. Their commitment to innovation and authenticity is shaping the future of how we engage, educate and empower audiences in the health space.
Emily Friedman is a junior public relations major at the Newhouse School. She is also a 2025 Weiss Center Brand Ambassador.