5 Minutes with… Marija Cotic
Within the advertising industry, agencies which specialise in health are undoubtedly some of the most under-the-radar yet essential services around. Sure, their raison d'être might not be as broad in scope as some other institutions who serve a range of clients across the spectrum, but this level of dedicated focus makes sense when you consider the nature of the discipline. After all, healthcare and medical advertising not only must contend with the traditional expectations of grabbing attention, but also do so in a way that is accurate, abides by regulations, and builds public trust.
These are all factors that Marija Cotic, senior medical director at No Fixed Address Health, has to consider on a daily basis. A PhD-toting biomedical engineer who has found herself at the intersection between two worlds, it’s experts like her who are essential to bringing great healthcare creative into existence. From working side by side with creative teams to crack briefs, to translating complex medical data into compelling narratives, to ensuring the solidity and validity of the science behind the work, it’s efforts like these which comprise the backbone of what gets done in this space. And that makes a very, very big difference.
To learn more about the significance of this, the importance of medical strategy in healthcare creativity, and why expertise is the secret weapon for crafting campaigns that command attention in this field, LBB’s Jordan Won Neufeldt sat down with Marija for a chat.
LBB> A biomedical engineer working at a creative health agency is not a story you read about every day. So, from the top, how did you get started, and what led you to this industry?
Marija> A biomedical engineer working at a creative health agency isn’t the most traditional path, but for me, it was a natural evolution of my passion for healthcare and problem-solving.
I started my career in academia, completing a PhD in biomedical engineering, where I focused on analysing complex neurological data to help find where seizures start in the brains of patients with epilepsy. I was lucky to be able to collaborate with a brilliant group of researchers, engineers, neurologists, and neurosurgeons, all driven by the goal of improving patient outcomes.
While I loved the technical challenges and real-world impact of my work, I was increasingly drawn to the bigger picture – how medical advancements and scientific discoveries reach patients and healthcare professionals. Working at a creative health agency allows me to take complex scientific information and translate it into meaningful, accessible content that supports both healthcare professionals and patients.
At the end of the day, my goal remains the same as it was in the lab: to contribute to better patient outcomes. I’m just doing it from a different angle now.
LBB> You’ve been at No Fixed Address Health for almost four years now. What makes it such an enjoyable place to work, and what fuels your passion for making great creative healthcare happen?
Marija> No Fixed Address Health is unique in that it thrives on innovation, creativity, and collaboration. We are a tight-knit, interdisciplinary team, and that allows us to challenge traditional boundaries in healthcare marketing while ensuring that science and storytelling work hand in hand. The ability to work with expert, forward-thinking minds while pushing the envelope on what’s possible in medical communication is what keeps me excited every day. Our team embraces a culture where great ideas aren’t limited by rigid structures, and that freedom leads to truly impactful healthcare campaigns.
LBB> Something that doesn’t get talked about enough is the relationship between healthcare and the advertising industry. From your experiences, where does the intersection lie?
Marija> The intersection lies in the balance between scientific accuracy and compelling storytelling. At its core, healthcare marketing is about education, engagement, and trust. Advertising brings creativity and emotion, while healthcare ensures that what we’re communicating is factual, compliant, and beneficial to the audience. When done right, the fusion of these two worlds leads to messaging that not only resonates, but also drives meaningful behavioural change, whether that’s encouraging early diagnosis, improving adherence, or helping physicians make more informed treatment decisions.
LBB> With that in mind, what should more advertisers know about the benefits of working alongside trained medical professionals on their campaigns?
Marija> Trained medical professionals bring credibility, accuracy, and depth to healthcare campaigns, ensuring creative concepts are rooted in real science. This is critical in an industry where misinformation can have serious consequences. Beyond compliance, they can provide strategic insights – identifying disease area nuances, helping articulate the science in a compelling way, and anticipating regulatory challenges before they arise.
However, advertising isn’t for every healthcare professional. Making the transition to an agency requires adaptability, strategic thinking, and the ability to distil complex information into compelling narratives. When advertisers collaborate with scientifically-minded, creative experts, they can craft campaigns that are not only engaging, but also scientifically rigorous, deeply impactful and trustworthy.
LBB> Let’s talk about how this works practically. How do you personally bring medical strategy to healthcare creativity, ensuring the science behind the work is just as strong as the storytelling?
Marija> It’s about alignment from the very beginning. Medical strategy at NFA is embedded in the process – not just fact-checking at the end. Because we work collaboratively from day one, we can ensure that ideas are grounded in science but still allow for innovation and emotional connection.
We do more than ensure scientific accuracy, however; we help shape the full narrative, influencing not just what an ad says, but how it looks and how it conveys the science in a way that is sound, strategically impactful, and engaging. We also collaborate with our clients’ medical teams, helping to shape solutions – where and when needed – by leveraging our deep understanding of the science and regulatory environments.
LBB> Equally so, what does it take to turn a scientific insight into a breakthrough idea? What is the communication and translation process with the agency like?
Marija> Turning a scientific insight into a breakthrough idea requires a deep understanding of both the science and the human experience behind it. The process often starts with mining data for hidden truths – things that might not be immediately obvious, but have the potential to shift perspectives.
From there, it’s about translating that insight into a message that connects emotionally. That’s where collaboration with our strategy and creative teams is essential. The best ideas come from constant back-and-forth discussions, refining the message until we hit that perfect balance between accuracy and impact.
LBB> Can you give us some examples of this? What are some projects you’ve worked on which really speak to this?
Marija> I’ve worked on direct-to-consumer campaigns in oncology that helped patients overcome barriers and feel empowered to talk to their doctors – something that can be difficult for certain patient groups. I was also part of a unique event in New York, where a healthcare installation was showcased in a space not typically used for medical storytelling, designed for people with migraines to demand more from treatment options. The installation was intertwined with live social media influencer posting, presenting both medical and regulatory challenges.
On the healthcare professional side, I’ve worked with teams to tackle complex projects involving real-world evidence (RWE – this is data collected from real patients using a treatment in everyday healthcare settings, outside of tightly-controlled clinical trials), ensuring healthcare professionals have access to the best and latest available data when making clinical decisions, while aligning with regulatory guidance. Additionally, I’ve contributed to immersive conference experiences, including live demonstrations that creatively illustrated the mechanism of action (i.e., how a drug or treatment works inside the body) of a new and unique treatment, making it more tangible for healthcare professionals.
LBB> Of course, there’s often strict regulatory constraints with this type of marketing. How do you approach this, generally speaking? Are there things you’d like to see changed?
Marija> Regulatory constraints are there for a reason: to protect patient safety and ensure truthful advertising… but they don’t have to stifle creativity. I approach them as guideposts rather than roadblocks. By staying proactive and involved early in the creative process, we can shape ideas in a way that meets compliance without losing impact.
One thing I’d love to see change, however, is a more streamlined, collaborative approach between regulatory bodies and agencies. One that includes open discussions on innovative ways to communicate science, co-developing draft guidelines, and exploring novel methods of scientific storytelling without excessive red tape.
LBB> Speaking more broadly, how can agencies capitalise on the medical expertise skill set to create truly commanding, resonant campaigns? What are the pitfalls that people run into when they don’t do this?
Marija> The biggest pitfall is treating medical expertise as an afterthought. When agencies don’t integrate medical professionals early on, they run the risk of developing ideas that either won’t pass regulatory scrutiny, or fail to connect with the intended audience. The best agencies recognise that medical expertise isn’t just about checking accuracy; it’s a strategic asset that can elevate the entire creative process. By fostering a culture of collaboration between medical and creative teams, agencies can unlock more powerful storytelling that’s both compliant and compelling.
LBB> With all this in mind, what are the most important lessons you’ve learned in your time in the industry, and why? And is there any advice you’d give to the juniors looking to learn from you?
Marija> One of the biggest lessons I’ve learned is the importance of adaptability and flexibility. Healthcare marketing is constantly evolving, and staying open to new approaches – whether it’s digital innovation, emerging therapeutic areas, or shifting regulatory landscapes – is key to long-term success.
For juniors looking to grow in this space, my advice is to stay curious. Ask questions, seek out mentors, and don’t be afraid to step outside your comfort zone. Whether you come from a science background or a creative one, the most valuable skill is the ability to translate complex ideas into something meaningful.
LBB> Finally, work isn’t everything. What do you like to do outside the office, and what helps you de-stress after a long day at work?
Marija> Outside of work, I’m always up for an adventure, whether it’s traveling to new places or making the most of everything Toronto has to offer. I love catching live sports, concerts, and festivals that bring the city to life. My passion for soccer fits right into this; following the Croatian national team has taken me to amazing places like Rio, Paris, and Vienna, where I’ve soaked up the highs, the heartbreaks, and made new friends along the way. Whether I’m in the stands or breaking down a game afterward, soccer fuels my love for travel and connection. And when I’m home, that same curiosity leads me to Toronto’s new restaurants, hidden food spots, and great places to unwind with friends.
For a bigger reset, summer on the beaches of Croatia is unbeatable. Soaking up the sun, and enjoying the views, the sea, and the easygoing pace of life.
