I’m excited about the new Facebook Search!

Facebook Search

The new Facebook Search feature is a pretty robust tool that we should be excited about as both marketers and users. Here are a few thoughts, as well as a few predictions around where Facebook might be going with this.

As a regular Facebook user, I was really impressed by the amount of content I was served up when I did a simple search for “cough.” The results were divided into three buckets: Pages, Friends and Groups, and Public Posts – and the keyword was highlighted in each of the posts. There is also a sub-navigation that lets users filter results by Top, Latest, Photos, Videos, Places, and even Apps and Events. Having immediate access to relevant posts that were outside my network was really refreshing, and it was cool to see who was talking about coughs within my network specifically. It will be interesting to see how the results will update during a political event or a big game. In many ways, it reminds me of the way current events can be followed on Twitter.

For users who have privacy concerns, this new feature should raise red flags. Facebook provides users with privacy settings in the actual post window that allow them to choose who can view their post. Those rules will continue to hold true within the search results. If your post is only visible to your friends, then it would only appear in the search results of users in your immediate network. If it is a public post, it will be visible outside of your network. The same applies to comments on posts, as well.

As marketers, we should be excited about the role that brands can play within this new space. Since this is new to all of us, we don’t yet understand the rhyme or reason behind the order of the posts that are displayed when a user searches. That being said, this is a great opportunity for brands to ensure their social engagement strategy is buttoned up. Brands need to be ultra-focused on creating relevant content on their feeds that is keyword-rich, and that includes image and video descriptions.

It will be a matter of time before we are able to advertise in this space. Like Google, media buys will likely dictate your brand’s rank within the search results in the Pages section, with native advertising appearing throughout the Public Posts. When we factor in the Buy Products feature, it’s easy to see how Facebook can begin to position itself as a direct competitor to Google and Amazon, although I think that’s still some ways away.

Visit to hear all about it from the proverbial horse’s mouth.

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Learning to Speak Agency

Learning to speak agency Thumbnail 130x130When I started at my first agency, after 10 years at a medical journal, I knew there would be things I would need to learn. I knew the work would have a different focus, and there would be more people and more steps involved in going from manuscript to finished product. But I was not prepared for the flood of unfamiliar acronyms and jargon I encountered. Sure, I understood what a word-for-word (aka WFW or W4W) was, I knew that “stet” meant I had been overruled, and I could expand NCCN without even looking it up. But what in the world did “PRC,” “AFP,” or “CTA” mean?

Fortunately, I had extremely helpful team members and colleagues who got me up to speed on all the new terminology, and within a month or two I was rattling off cryptic acronyms with the best of them. But as I gained more experience in the agency setting, with different accounts, different clients, and eventually different agencies, I realized that even within the insular world of agency life, there was incredible variation. It’s only been five years (and three different clients) for me so far, but I’ve already heard more than six different terms used to describe the committee each client has to review work for medical accuracy, legal risk, and regulatory compliance. And what do we call those hardworking folks who take our beautifully constructed print and digital pieces out into the field? No, not “reps”—they’re COSs, FMLs, TBMs, AEs, ARMs, and probably hundreds of other titles I’ve yet to come across.

There’s not much we can do to stem the tide of terminology that comes at us from clients, regulatory bodies, professional associations, and our own organizations. Each agency, each client, each branch of healthcare, each disease state, comes with its own lexicon that we must master. We are in the business of communication, and so it falls to us to absorb the unique language we find ourselves awash in, and learn to harness its power and beauty to shape our clients’ messages in a way that will captivate, educate, and effect change.

Still, language doesn’t need to be an impenetrable barrier, keeping out the uninitiated and insulating the inner circle from the rest of the world. Let’s make sure we’re taking the time to explain unfamiliar terms to new team members, keeping tools like style guides and cheat sheets up to date and easily accessible, and above all, talking to each other—across accounts, departments, and disciplines—about what has worked for us, what our challenges are, and what opportunities we have to explore new paths and keep growing as creative entities. And don’t be afraid to ask questions—especially if you’re new. We promise, we won’t laugh when you ask what a “job bag” is.

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Do we need a healthcare awards show?

Health_AwardsWith all but one or two award shows done and dusted for the year, I can honestly say that I have been delighted to see the standard of creativity in healthcare grow from strength to strength. It’s been inspiring, but at the same time it’s been frustrating.

Recently I judged at one of the major healthcare award shows along with some of the industry’s best—people I respect deeply.

We had some interesting conversations around a few of the entries. The main discussion point being, is this really health?

Saving dogs, a hashtag for mums about how amazing their child is, helping hungry people or recruiting medical staff for the armed forces—for me seems broader than health or not even health at all.

We did discuss the fact that it lifted the game in terms of thinking and execution, but it was acting as a guide stick of where we need to be rather than being a true health entry.

But do these types of entries make the interactive visual aid that has been under the red pen of medical advisors feel boring? Does it make the print ad idea that has made it through the treacherous journey of a pharmaceutical marketing department and research group feel flat? Does it make the medical education program that the regulatory body has scrutinised to the inch of its life look dull?
The answer is yes.

There is no place for pharmaceutical work in a current healthcare awards show. If it isn’t bringing you on the brink of tears or changing the world as we know it, it won’t get a real look in. It will be blindsided.

So should we have a healthcare awards show? Why not simply have a health category in the mainstream shows?

Think we know the answer to that one.

The bigger question is (and part of the reason why award shows were there in the first place), how are we going to lift pharmaceutical communications to a better standard? How are we going to inspire true healthcare agencies that live and breathe health every day?

I believe they deserve to be judged in a very different way.
The idea and great execution, without a doubt should be there. But pharmaceutical communications goes deeper than that. It’s the strategy that creatively and intelligently weaves its way through the minefield of regulations and treatment indications. The medical writing that’s taken highly scientific information and made it code-compliant yet highly persuasive to a cynical physician.

So with all this in mind, I believe we do need an awards show for healthcare, but it has to be very different from the shows we currently have. They are mostly celebrating work that’s for the good of man (or animal) kind and I believe you could tack anything to that and call it health.

Pharma is a weird and wonderful world and a very specialised one, so when it comes to judging creativity, should it not be seen through a slightly different lens?

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Pitch Perfect?

Pitching Blog Image 170x127“Teamwork is what the Green Bay Packers were all about. They didn’t do it for individual glory. They did it because they loved one another.”

-Vince Lombardi


Well, it’s football season, so what better way to start things off than with a coach who understood the roots of winning.

While football season is only with us when the air cools and the kids put on their backpacks to return to school, pitch season is always upon us.

For those of us who are pitch junkies, it is an amazing blend of S&M-brink-of-pleasure-and-pain that makes the experience so fulfilling. There is a magnificent energy that, if harvested correctly, can have your team humming along towards a victory at the finish line.

Recently, I was part of a winning team that came together perfectly, so I thought it would be interesting to showcase what went right and provide a few guideposts to follow on your next pitch adventure.

1. Don’t Check Your Ego at the Door

We always hear that to work as a team, you need to tone the ego down a bit. I’m not so sure this is true. Keeping your ego in place can elevate the work and push others on your team to do the same. Challenging each other while still respecting team members can make all the horrible ideas fall by the wayside. Remember, ego doesn’t mean you’re always right. It just means you are confident in yourself. If everyone’s feeling the confidence and not being threatened by it, victory shall be had.

2. Account People Are Creative

Creative doesn’t just mean fancy words and amazing visuals. In our industry, it calls for a deep understanding of what the client is looking to do with their product: Do they want to create a new category or separate it from their competitors? What impact can they make and what space do they want to play in? This is creative thinking, so if you see it this way, if you make the Account lead’s brain part of this process, your creative will be elevated with a strong reasoning behind it. Remember, our Account friends don’t live to fill in boxes of spreadsheets. They’re here to be part of the fun. Let them play!

3. Digital Is Not Separate From Creative

We have a strong tendency on pitches to not bring Digital in until the last minute. At this point, they are usually asked to produce a few “tactics” to help elevate the overall big idea. This is like constructing a building and then asking someone to come in and give their advice on how to decorate the lobby. They won’t have a vested interest in the finished product. Digital folks are up on the latest technology trends, so there their tactics greatly help to push the creative to a higher level. If they understand the science and are part of the medical download, their chops will be even more valuable. Bring them in early.

4. Your Medical Director Should Be Along for the Whole Ride

The science leads on your project are not just people clicking through PowerPoint slides, explaining disease-state information. Understand that they are an integral part of this industry because they bring what they’ve learned in the lab to the people. We, the pitch team, are their first point of contact, so embrace their information. Ask questions. Probe. It will come through to the client. Medical Directors have tremendous minds to explore, so if you make them your partner instead of just your teacher, you’ll find the relationship to be a boost to all. When it comes to pitch time, they are going to be the ones answering the client’s most challenging questions, so it’s best they feel like they have contributed to all aspects of what’s being presented.

5. Your Creative Team Is Always Listening

This is where all of the science, strategy and direction comes together as an idea. Good creative is the combination of thoughts into a beautiful idea that has a life of its own. While embracing an idea is important, it’s essential that the ownership of the idea go to the pitch, not the creative team. Beautiful creative is an offering to the greater good of the team. It’s a manifestation of everyone’s hard work. To perform at a heightened level, the creative team needs to have all the possible information available to them. Invite them to meetings and let them hear your internal debates. You never know where a creative idea is going to come from.

There you have it. The quote at the top by Lombardi is the overarching theme that can guide your pitch. There is that intangible bond that all pitch team members feel with each other that comes through to the client. Remember, they want to have confidence in the team that will be carrying out their vision for their products.

Nothing is more potent than the fuel of love. And perhaps a drink or two along the way to help get you across the goal line.

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Analytics, With a Side of Bacon

Bacon BlogKnowledge is power. We’ve all heard it. Maybe we’ve heard it too much, to the point where the message, the value and…well, the power of that statement is not truly appreciated, especially in the data-rich world we live in today.

While variations of the expression above have been around for thousands of years, the core message is most often attributed to Francis Bacon, an English philosopher born in the 16th century.1 Bacon’s use of the phrase was actually in an essay on religion; however, the saying has since been adopted as a motivational and inspirational catchphrase for parents, teachers, and, of course, business professionals. Specific to our cause, we will address marketing professionals.

In today’s marketing environment, knowledge—and the subsequent power that’s derived from it—are rooted in analytics and data-driven decision-making. You might say the message has evolved to:

data=knowledge,  knowledge=power, DATA=POWER

Successful decision-makers and key influencers—strategists, account leads, media planners, CMOs, CADs (Chief Acronym DuJour)—embody the spirit of that data-to-power relationship. These stakeholders work hand in hand with analytics folks and embrace the culture of utilizing the vast amount of data that’s available today toward making smarter marketing decisions. We need to constantly evaluate key business questions using supporting data to shape those decisions—questions such as:

  • What does my audience look like? (target size, buying habits, demographic)
  • Where is my audience? (channel preference, geo-targeting)
  • How much of my audience can I expect to convert? (predictive analysis)
  • What content is resonating with my audience? (path flow, engagement analysis, social shares)
  • What is the relevant message for my audience? (media performance analysis
  • & optimization)
    When are the best times to communicate with my audience? (dayparting implementation & analysis)
  • Why is Bacon so awesome? (no analysis required; some things we just accept)

So we’re back to the bacon? Sort of, but before we get to the food product, let’s jump back to Francis and his statement. Knowledge is definitely power, and data can drive that knowledge. Analytics should be the fuel constantly feeding the marketing engine.

Yes, you can make the case that Mr. Bacon’s expression has been overcooked (and who likes their bacon overcooked?). You can also make the case that data analysis can be overcooked as well. Let’s be honest, either too much data analysis or too much bacon can produce undesirable intestinal reactions. But with the right amount at the right time? It’s a home run.

To take it a step further, you can go to Denny’s and order pancakes, hash browns and eggs—but to truly make it a Grand Slam, you need the bacon! Just ask your friendly analytics server; they’ll set you up.

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1. David Simpson, DePaul University; “Francis Bacon (1561-1626)”, Internet Encyclopedia of Philosophy – A Peer Reviewed Academic Resource [n.d]; viewed 8/28/2015;


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At the crossroads of health, wellness, technology, and marketing

2015 Marketing Summit Template_BLOGIt was a privilege to attend the 2015 Marketing Summit hosted by Ogilvy CommonHealth and eConsultancy. As the producer at the event, I was able to spend some time with each of the presenters. I was also able to hit the 10,000-step mark on my Fitbit by 3 pm—I’ll circle back to wearables later. I was most impressed by the diversity of speakers who are playing at the crossroads of health, wellness, technology, and marketing. The people I met and the messages I heard made me extremely excited on two different fronts: as a human being, and as a marketer.

As a human being, I was excited about the ideas surrounding personalized health that we heard throughout the day—especially since I moonlight as a fitness instructor.

Among them was Jeff Arnold from Sharecare, who is empowering consumers to take charge of their health by delivering personalized resources and expert advice through their online health profiles. Melissa Bojorquez of Physicians Interactive talked to us about technology’s unique power to help people connect with each other, and in doing so, defying the isolation and fear that accompany serious health conditions. Bill Evans from Watson Health showed us how Watson is changing the face of medical research with its ability to “read” thousands of medical journals and white papers in unimaginable speeds in an effort to increase the safety and efficacy of clinical trials drugs.

Our Healthcare Startup Sharktank brought innovative thinking to the forefront of consumer health. Movi Interactive is incentivizing fitness tracker users in unique ways by gamifying their experiences to drive usage. Through their platform, Medprowellness is connecting consumers with clinicians, nutritionists, and personal trainers to provide a personalized layer of accountability to their 360-degree approach to health and wellness.

The marketer in me was excited about all the new ways data will continue to fuel our insights. Finding new ways to visualize data is critical, according to David Davenport Firth, particularly since 75% of physicians admit to not understanding the statistics in journals. Back to the topic of wearables… For a while now, marketers have been talking about the endless data streams being collected from wearables. Patrick Henshaw and his startup, Strap, can aggregate data from wearables, smartphones, and other apps, allowing marketers to draw insights from real-time human data. On a similar note, there was Pranav Yadav, whose company Neuro-Insight can help marketers and brands optimize their creative by analyzing the neuro-responses of their consumers.

We are at the crossroads of health, wellness, technology, and marketing. Ryan Olohan from Google reinforced the fact that like all successful companies, healthcare brands need to innovate or die. Companies like Kodak and Blockbuster didn’t, while companies like Uber and Expedia have changed their respective industries forever. As marketers in the healthcare space, we all need to look beyond our comfort zones. We need to encourage our brands to look beyond, as well.

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4 Key Takeaways From the OCHWW Marketing Summit 2015

Martha CMO Blog2_ED

Behind the scenes look at OCHWW’s Innovation Lab

The OCHWW Marketing Summit took place on September 24, when attendees from all over the world came together to discuss marketing in the age of person-centric healthcare. Throughout the day, speakers from the pharmaceutical and technology industries echoed four main themes surrounding the state of healthcare today: innovation, personalized medicine, social healthcare, and the vast amounts of health data being generated every day.

Innovation must play a larger role in healthcare organizations going forward. According to Chris Halsall of OgilvyRED, it cannot just be a hobby of an organization, it must be the core. As Ryan Olohan from Google Health puts it, “Technology comes at us like a train—you’ve got to innovate or get run over.” Innovation in healthcare comes down to courage, and we must change the culture of healthcare organizations to embrace digital innovation.

Personalized medicine
Personalized medicine is the intersection between biology and technology. With today’s technology, we have the tools to get the full picture of the patient—molecular, clinical, and demographic, according to Niven Narain of Berg Health. With that, we can deliver personalized precision medicine, giving the right patient the right drug at the right time to lead to better health outcomes. Jeff Arnold of Sharecare states that this ultra-personalization of healthcare will empower consumers to take control of their own health.

Social healthcare
Health is the most personal thing there is, but as it stands today, healthcare is the least personal. One of the most significant benefits of technology is facilitating human connection in healthcare. Health is now social, and patients are talking about your pharma brand whether you are part of the conversation or not. Be part of the conversation.

Health data
Vast amounts of health data are being generated every day, and we need a system to parse it to make it useful, according to Bill Evans of IBM Watson Health. David Davenport-Firth of Ogilvy CommonHealth Worldwide states that patients can’t make health decisions if they don’t understand their health data. Cognitive systems like Watson can democratize health insights to better patients’ lives, and responsive and dynamic representations of health data can personalize and humanize patients, leading to better health outcomes.

Healthcare is undergoing a transformation unlike any it’s seen before. Looking to the future, healthcare organizations must be disruptive by embracing innovation and putting patients at the center of everything that they do.

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Infographic: Smartphone Use Among Physicians

In my first of a series of infographics on Digital Health, I look at smartphone use as a metric of digital acceptance and adoption among physicians. Like us, physicians are unquestionably connected through their smartphones, and are conditioned to receive digital content. The newest generation of physicians entering the field are digital natives, and do not know a world without the Internet or constant connectivity. These physicians will play a huge role in shaping the future of digital health. The key will be to understand how and when to best reach them, and those are topics we’ll cover in future posts.

Smartphones and the future of Healthcare

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Mobile in Healthcare: The Future?

Mobile Healthcare Blog ImageIn the past few years, mobile technology has changed the way consumers interact with their service providers. Whether ordering a cab to one’s exact location within minutes or getting groceries delivered in a matter of hours, there seems to be an app for everything. The healthcare industry is no exception to this trend. Mobile health data helps patients, doctors, and pharmaceutical companies in new and innovative ways.

Mobile technology is changing the way doctors and patients interact with both the healthcare system and with one another. The fitness wearables trend has put the power of transforming one’s health and body into the hands of the consumer. People use wearables and other mobile devices to get constant data feedback on their heart rate, steps, calories burned, etc. Many of these apps then organize and share this information in an easy-to-understand way, allowing consumers to make better decisions about their health. Patients can also use new apps, such as ZocDoc, which provide up-to-date appointment availability, enabling users to schedule visits with doctors as quickly and conveniently as possible. In fact, even more specific apps exist, such as Castlight, which compares prices of MRIs and other tests to find the most affordable options in a given location.1

Healthcare professionals also use a number of different apps to improve patient care and treatment. Indeed, there are entire sections of Apple’s App Store devoted to apps for doctors.2 Perhaps one of the most useful features in many of these apps is the ability to look up information right at the patient’s bedside. Quickly searching for certain symptoms can save crucial time for both the doctor and patient and may facilitate a more accurate diagnosis. Moreover, certain apps will soon offer on-the-go monitoring functionality, providing live feeds of patients’ vitals right to their doctors’ mobile devices. This continuous supply of information can optimize patient care and improve the healthcare system on a wider scale.

These mobile technologies are not just changing the way healthcare works in developed countries. Mobile has been incredibly helpful in transforming and improving the healthcare systems of many third world countries. This technology helps serve underprivileged societies by “addressing challenges such as reducing material and infant mortality rates, combatting infectious disease, creating awareness of HIV and delivering nutritional health and treatment for a variety of health conditions remotely.”3 CliniPAK360 is one app that has transformed treatment in Africa. The app works by allowing healthcare workers to input symptoms and information about a patient, which is then used to analyze and diagnose serious conditions. Other hospitals in Africa are using phones or tablets with preloaded medical information, which can be critical for saving time and effort in diagnosing and treating patients.

Mobile is also changing the way that healthcare marketers target consumers. Instead of simply “pushing pills,” companies now make their brands interactive and interesting to consumers, helping to change their brand image. Mobile apps help patients track their own health and progress and supply pharma companies with more data to effectively target consumers. Merck created MerckEngage, which provides health tracking services and has over 100,000 users from whom Merck can collect new insights and information. Geisinger Health System also launched an app on a small scale that studied “metrics like patient acceptance and treatment adherence to decide which solutions to these issues could be deployed on a broader scale” based on data they received from the app. Additionally, mobile apps can also help with medicine adherence by understanding which patients do not follow their prescription instructions and targeting them with more precise reminders. Pharma companies can leverage this data revolution to obtain the most accurate and useful marketing information yet.4

I have seen this mobile technology in my short time here at Ogilvy CommonHealth. In the past few weeks, I have helped work on an app which tracks a user’s sleep habits through either manual input or syncing up with a wearable device like Jawbone or Fitbit. This app is mutually beneficial as it helps the owners collect data on sleep habits nationwide, and helps users achieve greater awareness of their sleeping behaviors.

The central theme among all of these healthcare apps is optimization, data collection, and a better understanding of disease perception. Large databases of patient and consumer information now exist, which can be analyzed to streamline and improve patient experience, outcome, and overall health.5 It remains unclear how far these apps can take us, or if a piece of technology will ever be as good as a doctor’s intuition, but the continuing innovations provide a glimpse into the future of healthcare.

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Plus ça change, plus c’est la même chose

Dave Chapman Blog Image August 2015 EDThe more things change the more (some) things should remain the same

Many of the conversations you hear or take part in about our industry are focused totally on change. Changes on the client side, the rise of procurement, the move to digital, the uptake of mobile, the impact of social. Changes on the agency side, the focus on project management, the growth of planning and digital strategy, the redefinition of account management.

You name it, we’ve discussed it. We’ve talked about change and, better yet, we’ve done something about it—transforming the agency across an untold number of parameters, with more surely to come.

And rightfully so. Change is the constant in our world. And if we don’t change with—or ahead of the current—we will be left behind. Even if we were the world’s best buggy whip manufacturers, we’d still wind up being the world’s best buggy whip manufacturers, only we’d be sitting in Google self-driving cars taking us to an ever-dwindling set of client meetings.

However, what I don’t hear—and I don’t think we talk about enough—are some of the things that haven’t changed and should never change. Like building positive, lasting, and trusting relationships with the client.

A couple of days ago, I was on the first floor when a gaggle of clients came into the building. Holding open the door for the conference room area was an Account person.

Each client literally stopped and hugged her and the level of excitement—seeing a trusted friend, colleague, and teammate—was wonderful to see. She had a visible, audible, and palpably positive relationship with her entire client team. I thought to myself, that’s one aspect of this business that has never changed and should never change.

That type of relationship opens the door to better results in every way. A connection is made on a human and personal level, not just a purely transactional exchange. Information flow and sharing is unhindered. Confidence that, should the need arise, gives room to explain why or how something unanticipated occurred. Inherent belief in a partnership focused on having all ships rise, that success is a common cause.

So here’s a short list of some things that shouldn’t change in a service industry, especially for an Agency, because their importance hasn’t diminished and will not in the future:

  • Create a positive, trusting relationship with the extended client team—not just the brand, but Medical Affairs, Sales, Regulatory, Admins, Security—the whole nine yards
  • Lead by example: do what you said you were going to do, and do it when you said you were going to do it
  • Provide solutions proactively, creatively, strategically, and efficiently

I’m interested in hearing what you think has always been part of being successful in this business and hasn’t—and shouldn’t ever—change.

Let me know some of your ideas. Perhaps we can compile our own manual.

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