Interpreting health data is the very basis on which life and death decisions are made. Unfortunately, most medical publications and significant health...

Design can save your life: How can creativity improve comprehension of health data?


The Rocks 2000


David Davenport-Firth

David Davenport-Firth

Health behaviour specialist at Ogilvy CommonHealth Worldwide

David Davenport-Firth (DDF) leads health behaviour strategy and intervention, driving Ogilvy CommonHealth Worldwide's position as the health behaviour specialists. Most recently, his focus has been on Health Data Comprehension and Design, as the quality of healthcare information design has not advanced in decades.

DDF created the company’s newest strategic approach DCODE™. He formed an industry-first partnership with Central Saint Martins, University of the Arts London and the findings were published and presented as a plenary at the prestigious Cannes festival 2015. The publication, Statisticians and Creatives: A Marriage Made in Hell, has gone on to become the centerpiece of Ogilvy’s drive to change the face of data comprehension design.

Professor Enrico Coiera

Professor Enrico Coiera is an internationally recognised research leader focussed on the application of information and communication technologies to solving health service delivery problems and creating sustainable health systems. Professor Coiera is currently working on topics in Artificial Intelligence (AI) in medicine, patient safety, implementation science, consumer e-health as well as evidence-based decision support.

Trained in medicine with a computer science PhD in Artificial Intelligence (AI), Professor Coiera is foundation professor in Medical Informatics at Macquarie University and director of the Centre for Health Informatics, a group he co-founded in 2000. With a research background in industry and academia, he has a strong international research reputation for his work on decision support and communication processes in biomedicine.

He spent 10 years at the prestigious Hewlett-Packard Research Laboratories in Bristol UK where he led numerous health technology projects. He has overseen the development and trial of multiple e-health interventions, including the consumer system and clinical decision support systems. His textbook Guide to Health Informatics is in its 3rd edition, is widely used internationally, and is translated into several languages.

Toby Pickford

Chief Creative Officer – WPP Health & Wellness AUNZ

Toby is a multi-award-winning healthcare creative director with accolades from Cannes Lions, The Globals, Spikes and Clios. Toby has been in the healthcare advertising game for over 20 years and the passion for ideas that deliver health outcomes has been the driving force for his tenure in the industry. Defore joining Ogilvy CommonHeaIth in 2010, Toby worked  with some of Sydney's top healthcare agencies, leading the creative output across a range of pharmaceutical, animal and consumer health blue chips. Not only is Toby driving the creative operations for Ogilvy CommonHealth, he is now the chief creative officer of WPP Health & Wellness AUNZ, with the goal to help transform the way we think about and communicate health.

Eric Thompson

Eric has been a practicing designer and educator for the past 25 years and is committed to interdisciplinary, co-creative design and sense of place. He had his own design practice in London before returning to New Zealand where he concentrated on ensuring industry was a collaborative partner in the design and implementation of university courses. After working as a programme manager at Massey University’s Auckland School of Design he moved to the Media Design School and is now director of Innovation, Industry and Employability at the Billy Blue College of Design in Sydney; part of Torrens University. He is the catalyst for innovation and leads the development of the Design facility's industry relevant course portfolio (building external relationships with companies, agencies, associations and industry boards) to make sure Billy Blue meets the needs of not only the design industry, but business in general to ensure the employability of graduating students.

Simon Roberts

Design Strategy Lead

Simon is the design strategy lead for Ogilvy CommonHealth in Sydney and is well versed in working with highly regulated, data heavy, prescription medicine information and tackling the design challenges that come with it. He is passionate about bringing clarity and intelligent design to healthcare that ultimately make a difference to health outcomes.

Simon’s career originated in design and branding for consumer brands such as Avon, O2 and Boots over in the UK. Since relocating to Australia in 2014 he has taken on design and UX challenges for a wide range of clients including the NSW Department of Justice and major pharmaceutical brands such as Bristol-Myers Squibb.

Rachael Lewis

Business Director at Ogilvy CommonHealth

Rachael is an experienced Business Director with a history of working in the Healthcare Communications industry and Higher Education. Rachael is committed to raising the bar and setting new standards in the way in which health data is communicated to ensure healthcare professionals and patients can make well informed treatment decisions.

Rachael’s career began with teaching medical science at the University of Bristol where her role was to design innovative learning solutions including live Human Patient Simulation classes. Rachael’s award-winning work was showcased at international conferences. Since joining Ogilvy, Rachael has led the implementation of the company’s newest strategic approach, DCODETM, in both the UK and Australia.

Access and Inclusion

  • Wheelchair Accessible - Access to the venue is suitable for wheelchairs (toilets, ramps/lifts etc.) and designated wheelchair spaces are available.

Event Details

Interpreting health data is the very basis on which life and death decisions are made. Unfortunately, most medical publications and significant health bodies present research and data in ways that can be challenging to even the most statistically astute. Studies show that whilst 95 per cent of physicians say it's important to understand all statistics in medical journals, 75 per cent said they couldn't.* So when you and your doctor are making a critical decision based on health data, will it be the best decision?

Join us to see a team of top design students decode clinical data on medicinal marijuana in the treatment of epilepsy.  Hear from WPP Health & Wellness's head of Brain Sciences Centre in London, David Davenport-Firth and our panel of industry professionals on the new era in health data comprehension.

This experimental event, led by WPP Health & Wellness, and Torrens University's Billy Blue Design College, will challenge your thinking on how we decipher health data and hopefully inspire you to make it more accessible and legible through smart design thinking.

*Ref: 1. Windish et al 2007. Medicine residents' understanding of the biostatistics and results in the medical literature. JAMA, 298, 1010-1022

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Access and Inclusion

  • Wheelchair Accessible - Access to the venue is suitable for wheelchairs (toilets, ramps/lifts etc.) and designated wheelchair spaces are available.