In this episode of X4 Talks, we sit down with Cassandra Sinclair to explore the powerful role of storytelling in healthcare marketing, delving into why it matters, how it changes behaviours and how brands can create truly human-centric communication in a scientific world.

Cassandra is passionate about reshaping healthcare advertising through authenticity, emotion, and cultural understanding. As President of VCCP Health US, she’s leading a new era where storytelling isn’t just creative; it's a catalyst for real societal change.

Discussions in the episode:

• The key to balancing science and creativity
• Making campaigns memorable with humour, emotion, surprise and sound
• How data, culture and human insights drive authentic narratives
• Advice for those passionate about advocating change

This episode is hosted by Alicia Cliff, Head of Medical Communications at the X4 Group.