Applying unconventional thinking to the changing pharma marketplace

Post page after page of printed materials online and consider it a “web presence”? These brands are clearly being left behind as competitors adjust their thinking to an increasingly holistic communications environment. As newer media is integrated into medical promotions, companies and agencies need creative thinkers to best capitalize on utilizing these new media.

This illustrates a critical change in how businesses approach their marketing in this fast-paced atmosphere. No longer can there be core tactics that are inviolate. Assumptions made in the past need to be revisited in the context of considering and thinking through the implications of changes in the marketplace.

Marketing has evolved to be ever more targeted and personalized. Promotions plans should reflect that dynamic. Why not identify the values, attitudes and behaviors that make up the core physician audience and target based on those parameters vs practice/prescribing volume? The days when a marketing plan consisted of a journal ad, sales aids, convention panels and patient materials are long gone. Web based initiatives, e-detailing, interactive teleconferencing, text messaging have all had an impact on message delivery. The sales force may no longer be the central component of medical marketing efforts—not the least because physicians are limiting access to themselves as they become ever more wired personally.

Successful solutions are dependent upon understanding the audience needs and applying a disciplined alternative thinking approach to help drive sales effectively. When the objective is to set client’s brands apart from the competition, agencies need to have an alternative perspective on their client’s market and brand needs. Gaining that alternative perspective is challenging, but can be done through a strategically planned approach.

• Totally understand all of the market factors impacting your client’s brand and its competitors. A solid understanding of the market, clinical, and customer factors that drive use are critical for any marketing effort.
• Don’t duplicate what your client is already doing. One of the key benefits of partnering with an agency is the different perspective they bring and knowledge of what has worked in other categories.
• Sort out what others aren’t doing. Strive to do things that have never been done before—but only if they make sense. Opportunities often exist in the white space where others have not ventured.
• Don’t be different for difference sake. Just because a new vehicle exists doesn’t mean you need to use it. Make sure the message and the vehicle are right for your audience…and that your approach leverages the benefits of each specific vehicle.
• It takes courage not to fall back on the expected. Staying focused on the ultimate objective and not folding on a decision because it makes someone else in the organization uncomfortable is the key to being successful with alternative marketing solutions. Not every client will be willing to travel this road but those that will are truly valuable partners.

The market is hungry for those that apply disciplined thinking to every part of the marketing equation. The new technologies available can disguise the issue with use of alternative vehicles standing in for truly alternative thinking. While technology is important, it can only disseminate ideas, not create them.

Brand Pharm
This philosophy is what led to the creation of Brand Pharm, a division of the Publicis Healthcare Communications Group, focused on providing original solutions to marketing challenges in the pharmaceutical industry. The agency culture encourages alternative thinking and creative solutions. The staff is handpicked not only for knowledge and experience, but also thinking style. Brand Pharm selectively recruits individuals with the ability to provide truly original approaches to market challenges, be they strategic, tactical or creative.

Having seen the impact thinking differently can have on our own business with our unprecedented growth, we seek partners who want to walk the talk with us, and see the impact on their brands.

If you’re interested in learning more about our approach, please contact Kathy Magnuson (kmagnuson@brandpharmusa.com).