Our thinking.

We need to talk more gynae

Explore how stigma can shape patient behaviour, delay support-seeking and affect care, and why emotionally resonant healthcare communications can...

When everyone can create content, how do we create quality?

Andy Walker explores how AI is changing film production, where it adds real creative value, where it falls short, and why human judgement...

Seeing our world through smaller eyes: A first for Inizio Engage XD UK

See how Inizio Engage XD celebrated its first UK Bring Your Kids to Work Day, welcoming 70+ children for a day of creativity, learning and family fun.

Recovery without judgement: are we there yet?

Explore how stigma, mistrust and judgement can shape opioid dependence treatment, patient engagement and recovery, and why trust must be part of the..

Are we reinforcing the blame we’re trying to overcome?

Explore how obesity stigma and weight bias can shape healthcare experiences, treatment engagement and patient behavior, and why communications...

Where does stigma show up in healthcare, and what changes when we recognize it?

Inizio Engage XD explores how stigma shows up across healthcare, how it can influence patient and HCP behavior, and why recognizing it is essential..

Six awards for Inizio Engage XD at the Creativepool Annual 2026

Inizio Engage XD has won six awards at the Creativepool Annual 2026, with work from Emota and XD Film recognised across AI, Film Craft...

Nazaré Launches AI Academy to Help Businesses Upskill and Adopt AI with Confidence

Nazaré launches AI Academy, helping organizations build AI skills, boost adoption, and turn AI investment into measurable impact.

Colin Melville Recognized in PM360’s 2026 ELITE 100 Awards for Disrupting Healthcare Storytelling

Colin Melville has been recognized in PM360’s ELITE 100 Awards for disrupting healthcare storytelling through generative AI and creative innovation.

Inizio Engage appoints Creative and Synthetic Leader as Executive Creative Director

Inizio Engage XD appoints Colin Melville as Executive Creative Director to lead AI-driven creativity, immersive experiences, and innovation globally.

We need to talk about the zebra in the room: ATTR-CM and the patients we’re missing

ATTR-CM may be described as rare, but many patients are simply going undiagnosed. Delayed recognition, fragmented care, and limited access continue...

The Future of Field Excellence Report

Life sciences organizations are redefining what field excellence means as healthcare professional expectations...