Jan15

Stuck in My Head

6608547When I was younger, “great creative” meant a toy commercial with a catchy jingle that was easily memorized. If I happened to be in Toys”R“Us with my mom, I should be able to strategically bust out the jingle while running up and down the aisles. As you can imagine, Mom was unamused by this behavior and was rarely compelled to buy toys I sang about.

While my mother wasn’t heavily influenced by these commercials, I was. I took the ads with me to daycare, and later to school. My classmates and I would hum the chipper tune during nap-time, or screech the whimsical words as we somersaulted through woodchips in gym class.

As I got older I realized that while I initially gravitated towards these ads because of the memorable jingle and the headspinning graphics, another exchange was occurring. It went beyond connecting a product to a consumer. These ads became a part of my lived experience and they helped facilitated human connections – emotionally, physically, mentally, and on occasion, spiritually.

These ads have stayed with me as I have grown up (if asked, I can still sing quite a few) and are a fundamental reason as to why I decided to work in an agency. I’m starting to begin to understand the complexities of creating great creative. The extreme challenges present when staying true to a powerful concept that aligns with the client’s needs and brand goals but isn’t easily forgettable. Most importantly, great creative doesn’t only pertain to children’s toys or consumer goods.

I still believe great creative makes you feel. It takes a snapshot of shared human experiences, of being flawed, of overcoming, of loving, of suffering. Overall great creative should be brave, and it should make you think. It should transcend the relationship between product and consumer, and connect with the audience on a human level. Below are links to recent creative that I believe has accomplished that.

Mogs

Agency/Producer: Abbott Mead Vickers BBDO

Campaign:Mog’s Christmas calamity

 

Exposed

Agency/Producer: Langland

Campaign:Exposed

Maggie

Agency/Producer: Tinker Taylor

Campaign:#itswhatwedo – Maggie

Reader

Agency/Producer: Velocity Films

Campaign:The Reader

One life 2

Agency/Producer: Bleu Blan Crouge

Campaign:One Life

Reunion

Agency/Producer: Ogilvy & Mather India

Campaign:Reunion

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Also posted in advertising, behavior change, Branding, Creativity, Design, Great Ideas, Marketing, Strategy, Media, copywriting | Leave a comment
Jan8

Viewpoints @ CES: Joe Youssef

CES LogoVegas baby! It’s the home to Elvis impersonators, endless entertainment, and, come each January, the largest consumer electronics show in the US. The Consumer Electronics Show (CES) is a global technology tradeshow showcasing the latest innovations set to impact our businesses and our lives. Since 1967, CES has been bringing together the most innovative minds across the technology, healthcare, automotive, and robotics sectors, as well as many other industries. Attendees are inundated with a vast amount of futuristic electronics and ideas unveiled each year at the event. And year upon year, this event has become an increasingly hot topic around our agency. Those fortunate enough to attend come away with the feeling they’ve found themselves a golden ticket to the innovative kingdom that is CES.

To get at the heart of what attendees are experiencing during the event, we sat down with Joe Youssef, engagement strategist at Ogilvy CommonHealth and a veteran of CES. Take a look at his firsthand account of how the event has changed and grown in recent years.

OCHWW:
How has the CES evolved over the past couple of years?

JY:
CES used to be an annual tradeshow focused on consumer electronics only. The show has expanded its footprint into all areas of technology: healthcare, gaming, automotive, etc. There is something for everyone in every sector.

OCHWW:
How does CES compare to other industry events (tech, health, etc.)?

JY:
CES isn’t comparable to the majority of industry events due to its diversity and size. SXSW is the only event that comes to mind as being comparable. CES brings a small city of people together, representing different industries, all looking for the latest and greatest tech, trends and business opportunities.

Between the breakout sessions (spanning the multitude of industries), the conference keynote speakers, and the huge the showroom floor exhibiting the latest and greatest tech, it has something to interest everyone.

RINK

Taking out spaceships with our bare hands thanks to Rink, Samsung Creative Labs’ mobile virtual reality controls at CES 2016.

OCHWW:
What themes at CES have shown the most promise over the past few years?

JY:
Wearables and 3D printing have definitely shown the most promise in recent years.

Wearables have become more intuitive, interoperable, and focused on providing meaningful outcomes for consumers. 3D printers are becoming cheaper, smaller and larger in size (depending on whether you are using for commercial or personal use), and have potential to disrupt many industries as innovative printing materials are developed.

OCHWW:
What survival tips would you give to a first-time attendee at CES?

JY:
Don’t try to do everything during your time at CES. Planning is key to enjoying the show and all it has to offer. Pick the top 2 or 3 things you want to do or see each day. There is NO WAY one person can do and see everything CES has to offer. Be flexible. Most importantly, make sure you bring comfortable shoes with you!

OCHWW:
With a focus on healthcare, what are some of the breakout products that have debuted at CES?

JY:
Wearables come to mind. The ability for health care professionals to monitor patients remotely and adjust treatment in real-time based on collected data is a real game changer. Improvements in genome sequencing and reduction in price are quite incredible. The availability of this data can really unlock the keys to curing and treating the ailments of our aging population.

OCHWW:
What makes for a great speaking event at CES?

JY:
A great speaking event starts with a prepared speaker. Someone who knows how to read a room and deliver a speech relevant to their audience is key. It also helps if there isn’t an ulterior motive to sell your goods or services to the audience. It waters down the message and kills your credibility as a speaker. Focusing on delivering an experience that is enlightening and educational is what makes for the best speaking events.

For more information on CES and to see all the action from the ground in Las Vegas, follow OCHWW on Twitter, @OCHWW.

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Also posted in Apps, Digital, Social Media, Technology, Consumer Electronics Show, Culture, Augmented Reality, Wearable Health Technology, Innovate | Tagged , | Leave a comment
Jan7

How Saying Thank You Can Transform Your Career

ThankYou 200x149

How did you feel the last time someone truly thanked you?
Not just the mumbled thanks for holding the door or handing you a tissue: a true, heartfelt expression of gratitude.

Being thankful can help others and it can help us. Grateful people reported fewer aches and pains and were more likely to engage in healthy activities, according to a study published in Personality and Individual Differences.1 A separate study found that gratitude can lead to increased self-esteem and better relationships with team members and supervisors.2

In addition to the happiness boost that comes from focusing on the good things in your life, saying a simple “thank you” can also bring a huge boost to your career. Recognizing the contributions of your colleagues helps to build stronger, more dedicated teams, and leads your peers to look to you as a leader. Gratitude, like praise, can help to reinforce positive behaviors, leading to a culture of success within your team and organization. Gratitude is also a great way to “pay it forward,” building good will for those moments when you need others to help you achieve your goals or take a risk for you.

Expressing gratitude can also help you to build a professional network. Recent research has confirmed what we have all known for years—that saying “thank you” to a new acquaintance increases the likelihood that he or she will share contact information with you, helping you build your professional network (and make a new friend!).3

So how you can implement gratitude in your career? The first step is simply recognizing that business is a team sport. Has a supervisor taken time out of their day to answer your questions or train you for your next big move? Did a colleague stay late to help you meet a deadline? A sincere, heart-felt thanks can make someone’s day.

Ogilvy CommonHealth also offers a great way to say thank you through the You Earned It! program. This program was created to allow team members to reflect on the contributions necessary to achieve a great outcome and publicly recognize colleagues. According to Darlene Dobry, managing partner, the program has been tremendously successful across all units and skill centers. “It is great to see how infectious the program is. People reach out to thank others and the feeling spreads. It is particularly nice to see people reaching out across departments to thank people they don’t always have a chance to work with and building lasting collaborations.” So the next time a colleague does something great, send them some YEI points and your heartfelt thanks.

“Thank you” may be two simple words, but the recognition and appreciation encapsulated in that short phrase has the power to transform you, your colleagues, and your organization.

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References
1. Hill PL, Allemand M, Roberts BW. Examining the pathways between gratitude and self-rated physical health across adulthood. Pers Individ Dif. 2013;54(1):92-96.
2. Chen LH, Wu CH. Gratitude enhances change in athletes’ self-esteem: the moderating role of trust in coaches. J Appl Sport Psychol. 2014;26(3):349-362.
3. Williams LA, Bartlett MY. Warm thanks: gratitude expression facilitates social affiliation in new relationships via perceived warmth. Emotion. 2015;15(1):1-5.

Also posted in agency life, behavior change, Great Ideas, Ethics, Culture, leadership, Work-life, career decisions | 2 Responses
Dec8

Biosimilars: You Won’t Feel a Thing (For Now, Anyway)

With the recent launch of Zarxio™, the pharmaceutical industry has been buzzing about the impact of biosimilar products. But how quickly will biosimilars enter the US market, and will their impact be as strong as some forecasts predict?

Biosimilars are made through a more complex process involving living cells as compared to generic versions of small molecular products, which use an exact copy of the chemical makeup of the original. Because manufacturing techniques are considered proprietary, there are slight differences between reference products (the original, branded product) and the biosimilar, thus the first set of hurdles to rapid uptake.

FDA guidance has defined requirements for a product to demonstrate biosimilarity to a reference product; however, final guidance around interchangeability and labeling of biosimilars remains open. The gap in defining interchangeability opens a host of clinical hurdles that biosimilars will face in patient and physician adoption, adding layers of complexity to diseases and treatments that already require heavy time investments around treatment decisions. Indications for biosimilar products may be different from the reference product; multiple biosimilars may be considered equivalent to the reference product, but not to each other; sub-populations, including treatment-naive or -experienced patients, may have different responses to reference vs biosimilar products.

Beyond clinical hurdles, regulatory and payment hurdles are additional speed bumps that biosimilar products will need to pass. Unlike the European Union, where biosimilars have been available for years and there are centralized price and access controls, the US market is more fragmented and local pricing and reimbursement will impact prescribing. The recent consolidation of large payer organizations nods to stronger bargaining power for drug pricing, but discounts for biosimilar products are not expected to be as steep as price differences for traditional small molecule products. Novartis has said they will sell Zarxio™ at a 15% discount compared with Amgen’s Neupogen® making it a lower-cost alternative, but requiring large volume shifts before significant savings will be realized. Even in the European Union, biosimilar pricing has been modestly lower than reference products, price erosion has been gradual, and the shift of market share to biosimilar products has varied widely across therapeutic categories.

Additional legal challenges will likely also slow momentum of biosimilar products. Although patent infringement rulings were in favor of Novartis, nuances in the manufacturing of biologics will continue to introduce new hurdles for biosimilars –disclosure on proprietary manufacturing processes that impact the efficacy of biologic products will continue to provoke relations between pharmaceutical companies and manufacturers of biosimilar products. Beyond the legal risk required, the high cost of manufacturing biosimilars will create additional barriers to entry.

In favor of biosimilars are provisions within the Affordable Care Act (the 2010 passage of the Biologics Price Competition and Innovation Act opening the door for biosimilars), payment reform and bundled payments supporting physician use, and the increased scrutiny on the value of healthcare in the United States.

Other questions remain open: will patient education and support for biosimilars match the reference product, or will specialty pharmacy and large health systems pick up patient support services? How will the integrity of pharmacovigilance be impacted when switching has occurred? What will happen when physicians need to overturn automatic substitution for a specific patient, despite interchangeability?

The introduction of biosimilars has opened the door for many changes to our healthcare landscape, with the promise of large savings in the future. Yet there are many questions to be answered and changes to be made across a large and fragmented system before biosimilars take a majority share, spanning legal and regulatory hurdles, clinical considerations, manufacturing challenges, pricing and contracting incentives — So for now, you probably won’t feel a thing.

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Also posted in Access, Branding, clinical trials, Design, Healthcare Communications, medical affairs, Research, Pharmaceutical, Pharmacists | Tagged | Leave a comment
Dec3

The Difference Between a Job and the Work

How many times have you been asked by family and friends “what type of work do you do?” And, how many times have you struggled with how to answer the question? How exactly do you respond in a way that they understand? Do you share the details of your daily job, the challenges you may encounter? Do you focus on the trials and tribulations of the daily routine? Or, do you express a sense of the work you are involved in-the mission you dedicate your life to each and every day?

The Eternal Pursuit of Unhappiness - courtesy of instagram.com/ogilvymather

If you’ve read The Eternal Pursuit of Unhappiness published by Ogilvy & Mather Worldwide in 2009, you know that it speaks to the 8 habits of creative communities. They include courage, idealism, curiosity, playfulness, candour, intuition, free-spiritedness, and persistence. The overall messages are geared toward how to turn bad habits, discontent, and sour attitudes into good. And while the book generally speaks to the corporate culture, the work, it also serves up lessons for how we can improve as human beings on a personal level, how to create better life experiences, the work.

Recent television news reports smack of intolerance, bully behavior, lack of teamwork, and lack of respect. If commentators, other “leaders”, and global influencers worked a bit harder at the 8 habits, wouldn’t we be in a better state of mind and actually do a better job at motivating and helping people instead of shutting them down and making them feel disillusioned, in a state of hopelessness, despair, and unhappiness? The “work”, in my mind, is the inner sense of positivity, of paying forward, of keeping true to yourself in an environment of negativity; of lending a hand, of championing an idea when it’s not popular, of having the courage to stand up for what is right regardless of who is advocating, and for defending the character of the effort, having someone’s back, especially when you know that they have given their time and made every effort to move the needle forward. Whether you are in the workplace or at “your home base,” being principled-at all times-is the work.

So perhaps when someone asks you again what you do, think a bit about describing the work you do versus the job you do. What is your contribution to improving healthcare in a positive way for our clients and the pharmaceutical industry as a whole? What eventually benefits the consumers? For example, helping patients who need financial assistance to gain access to the therapies they need to improve their well-being. The more we focus on the ideas and campaigns we create, the honesty and spirit we bring to work each and every day, the teamwork we encourage, the wisdom and passion we pass on to the junior staff, the energy we exhibit and the expressions of thanks we send out, the more grace we practice, the more we instill energy and pride in the organization, we create the place of happiness the book speaks about. In addition, there are many wonderful, positive, and impressive statements of work and demonstrations of community support (whether it be local, state, or global) that Ogilvy employees contribute to on a regular basis. To name a few, there are the personal mentoring efforts, the Chrysalis Initiative, YouEarnedIt, Community Service Day, AHA Heartwalk, Tunnel to Towers Run and Walk, Jersey Cares Coat Drive, and the Community Foodbank of NJ, and Dress for Success. There are hundreds, if not thousands, of similar organizations Ogilvy employees touch in hopes to create a better world.

So ask yourself ….. What line of work are you in???

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Also posted in advertising, agency life, Creativity, Great Ideas, Personal Reflections, Culture, leadership, Work-life, employment decisions, career decisions, Blogging | Leave a comment
Nov30

Modernizing Healthcare Communications

Blog-Summit 160x160Remaining Relevant In an Age of Ubiquitous Information

Last month, Ogilvy CommonHealth Worldwide hosted our first marketing summit in collaboration with eConsultancy. This conference was initiated to bring healthcare leaders, marketers, and innovators together to discuss the changes that need to be made to build more effective patient communications. The summit showcased a massive well of talent, enthusiasm, and vision our industry has already in its ranks and a vision to deliver relevant healthcare information to patients and caregivers.

The Shackles of Our Own Making

Several years ago, healthcare marketing was years behind in its adoption of technology. Where many packaged goods brands had already adopted mobile, social, and eCommerce solutions, healthcare and pharmaceutical brands were still working with self-addressed postage solutions and print-your-own coupons for patients. Today, we are moving at a much faster pace, but there is still room for improvement.

Healthcare and pharmaceutical leaders are no longer trying “me-too” solutions to compete with consumer brands. We are now writing our own rules. Many brands are leveraging both the healthcare start-up culture and our “veteran” status to build strong partnerships for companies new to the space. We are also taking on the burden of regulation with a new vigor — by educating our teams and developing thought leadership around managing communities. We are also playing to our strengths and authority in disease categories and research. We are innovating in this landscape in spite of the burden of being “regulated brands.”

Digital is not separate

Digital is not a separate marketing platform. People don’t generally view experiences with their smartphone, TV, magazine, or desktop computer as unique “experiences” or “channels they engage.” They do see themselves as intelligently choosing the optimal channel to achieve a goal or move back and forth between mediums. This is normal, healthy, and a clear sign that these mediums and their users have matured. Its unfortunate that many clients and agencies compartmentalize their strategies and plans. Regardless of age, our patients are going to begin to question and express frustration as to why different channels have their own messaging, tone, and offers (in the case of coupons or reimbursement).

This is a pain point for the agency as well. If we are unable to unify our messagingand present a fully informed, multi-channel brand experience, we not be prepared to engage the next wave of the “digitally native” patient. We will also miss the opportunity to align the multi-generational conversation that will be more and more common as the digitally-centric children evolve into caregiver roles for the exploding baby boomer population. Our role as healthcare communicators is to unify channels and bring a channels agnostic message to our audience.

What is changing that model

There is a bright future ahead: Stimulus from the start-up community, a new type of self-educated patient, and a trend towards wellness in our culture are all fueling a new kind of healthcare marketing. This new perspective is focused on content and delivering a value that is rooted in supporting the patient with what pharmaceutical and healthcare brands can provide best — information about their products, the efficact of those products, and guidance to help patients manage their therapy through pharmaceuticals.

It may seem trite, but content is truly king. For brands looking to reach patients, content, when executed properly, is channel agnostic, portable, and scalable to every stakeholder in the chain of care. It is also something that can unify the phases of a patient journey and support a segmentation model for improved ROI of paid media

To not be lost amongst the WebMD’s, Dr. Oz’s, and patient influencers of the world, brand leadership needs to develop a vision for their brands. Specifically, a content strategy that will result in an “ownable” space that is the brand’s own and provides a strong foothold for patient interaction and discovery. From this place, brands can carve out a meaningful role in the patient’s journey that builds trust and provides a valued source of information about the product, disease state, and broader meaning to wellness in the patient’s life.

Changing the healthcare marketing model

The presenters at the Ogilvy CommonHealth Marketing Summit represent leadership from every facet of our industry. Each of them, from the perspectives of technology, content, company they work for, or patient service, all echoed the same refrain: The healthcare industry is at a pivot-point. Patients have access to a near infinite amount of information of varying degrees of utility. Our physician population is under new types of pressure to care for patients while managing group policies, provider requirements, mounting financial pressures, and patients equipped with massive amounts of their own data. Let these challenges be a call to action for marketers and content creators: Our focus needs to be building communications that are relevant to each phase of a physician’s journey and creating content based on the authority we have as drug manufacturers or brand management experts.

See more insights and opinions from the Ogilvy CommonHealth Marketing Summit at https://tagboard.com/OCHWWSUMMIT/245462?.

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Also posted in Branding, Creativity, Digital, Healthcare Communications, Social Media, Strategy, Data, Content Strategy, Pharmaceutical, Digital Advertising | Tagged | Leave a comment
Nov11

Social media: does it affect our mental health?

Social media does it affect our mental health 195x130Can you remember the days before DM, hashtags and emojis? When we had to call our friends on their landlines to arrange when and where to meet, hoping they would arrive at the right time and right place?

It’s hard to believe that 10 years ago Facebook had only just been founded and Twitter hadn’t even launched, and yet social media is now an established phenomenon that most of us can’t imagine living without.

The wonder of social media has benefited modern society greatly and revolutionised the way we communicate. On the surface, these platforms may seem harmless but in reality, some research has found that they may actually be detrimental to our mental wellbeing. On the flip side, social media can provide people living with mental health problems a platform to communicate freely and connect with others who can provide support.

So should we be limiting our use of social media for a better quality of life, or is it actually providing some with a much-needed outlet? We hosted a panel discussion at Social Media Week in London, where experts shared their insights on this very topic.

An interesting theme that was raised during the discussion was personal identity and the effect that social media has on how people regard their place in the world and define themselves. Dr Linda Papadopoulos, a psychologist, revealed that nowadays it’s not just the people we know who help to shape our identity—having an online profile means that validation can come from complete strangers with no real vested interest in us. This constant feeling of being assessed by others can have a negative effect on our mental health and make us want to always make a good impression, even to those who don’t know us.

Another thought-provoking point that was highlighted, by the panellist and blogger Mark Brown, was that having immediate access to carefully crafted selfies means that we are the first generation to know exactly what we look like and how we come across to strangers at all times. More and more we are presenting ourselves as near to perfect as possible, but the truth is that we don’t always know what’s going on behind a filtered online persona. Stories that we see in the media about suicide that link to the use of social media highlight that a self-curated online identity can so easily conceal the saddening reality.

While there were discussions around the negative effects that social media can have on our lives, Chris Cox, Communications Director at Mind, emphasised how social media forums, such as Elefriends, provide platforms for people to communicate freely about their condition. They also give people an opportunity to connect with others who can relate to them or who can provide comfort and counsel.

So is social media a good or bad thing for mental health? Because social media is such a new and emerging area, it’s difficult to say at this point, but what is clear is that, used in the right way, it can be a valuable resource that exposes us to information and people who we would have never been able to access before. As our panel concluded, social media is neither good nor bad; it’s a tool to amplify the voice of the people.

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Also posted in behavior change, Creativity, Design, Digital, Healthcare Communications, Social Media, Strategy, Mental Health, Media, Content Strategy, Culture, content marketing, Digital Advertising | 1 Response
Nov4

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 http://search.fb.com/ to hear all about it from the proverbial horse’s mouth.

This article was originally posted on Ivan Ruiz Graphic & Web Design.

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Also posted in advertising, Analytics, Branding, Creativity, Design, Digital, Healthcare Communications, Media Placement, Physician Communications, Social Media, Strategy, Technology, Data, Media, Content Strategy, Digital Advertising | 1 Response
Oct20

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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Also posted in advertising, agency life, behavior change, Branding, Clients, Creativity, Design, Great Ideas, Healthcare Communications, Marketing, Medical Education, Physician Communications, Strategy, Media, Culture, Medicine, Pharmaceutical, awards, Innovate | Leave a comment
Oct15

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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